The psychology of color is not an entirely new concept. It has been utilized in a variety of fields, including business, due to its persuasive ability to impact the buying decisions of consumers. For this reason, brand colors are looked into as one of the most crucial factors that business owners and marketing professionals consider when establishing a brand. Choosing a color to signify the brand, as well as the use for its visual marketing tools, can impact the success (or failure) of a brand.
It was not until recently that color psychology was taken seriously in the concept of business marketing and branding. The reason behind this is that there are so many uncontrollable variables - including cultural differences, context, experiences, and personal preferences - that came into play when interpreting what each color means.
However, researchers have looked into the broader messaging patterns accompanied with each brand color. This makes it possible for branding experts to identify what your colors say as you build a brand or logo. According to research studies, snap judgments made by consumers are 90% impacted by color or other visual associations with a brand. In addition to buying decisions, consumers tend to identify colors in relation with a brand and whether the two work together. Thus, brand colors are becoming more substantial factors in terms of brand perception - not just in choosing which product to buy.
Marketing studies about how to use colors effectively for print marketing, or all types of marketing, have shown that consumers have preference towards recognizable brands. And how does an established brand recall? It is by choosing a color that will match a brand’s identity. New brands, therefore, should stay away from colors that are already associated with a competitor for the former to differentiate itself.
Before you can move into hiring Just Press Print’s printing services or other marketing methods, understanding how each color impacts the consumer perception is of key importance. For instance - using black signifies strength, stability, intelligence, as well as a symbol of authority. You can use it to establish credibility with your brand name. White, on the other hand - shows simplicity, purity, and safety. It is difficult to work with, but provides an endless array of possibilities if you are creative enough.
If you choose gray, it depicts practicality and timelessness. However, this color can easily convey the feelings of nothingness and depression - so you need to be smart about its use for branding purposes. Another popular color used for branding is blue. It conveys a professional image, associated with leadership and wisdom. For vitality and energy, choose red. It is also one of those colors that draw visual attention very easily. It evokes a sense of excitement and energy as well.
The use of brand colors across various forms of media advertising, including print materials, is a must. This will reinforce the brand’s identity and recall among your target audience. Consistency in using your colors for all branding efforts is important. It is a good first step towards your goal of helping consumers associate certain colors with your brand.
