Visuals play a key role in branding. Individuals observe colors before taking in any other information from their surroundings. Thus, colors create a compelling impression on the minds of the people. They can also suppress appetite, raise blood pressure, soothe the eyes, or irritate the mind. Being highly influential and impactful on people, companies use colors as a key tool to develop their brand image.
Colors Increase Brand Recognition
Brand recognition is fundamental to a company’s success. If your target audience fails to recognize you, you are doomed. However, if people can recognize your brand in just a glance, then you are surely on the right track. People are highly influenced and deeply impacted by colors. Brands use these colors to build association and perceptions regarding their products. They reflect a certainly personality that the target audience can relate to.
According to a study, colors can enhance brand recognition by almost 80%. You can give your brand a personality by associating it with a certain color. Many companies use different colors to make their brands look appealing, exciting or even evil.
Colors Grab Attention
Visuals can work wonders for your brand. A good visual can easily grab the attention of your target audience and alter their perception as well. Research by the Journal of Consumer Research states that black and white advertisements get the target audience to focus on the basic product while color advertisements can influence them to pay more money on unnecessary additional products.
Related Article: The Color of Branding
Although colors may successfully grab the attention of your target audience, it is important that it gives the audience a positive perception of your brand.
Colors Highlight or Camouflage Information
Most websites use contrasting colors to highlight the information they especially want visitors to read. Brightly colored fonts are commonly used to communicate sales messages. Color is also used to highlight specific information and make it more visible so that it stands out amid the other text.
Similarly, when advertisers need to downplay or conceal information, they use dim colors that are unable to grab the readers’ attention. This is mostly done with fine print. Not only is the print written in tiny, almost invisible font, the background mostly uses grayscale to make it even less visible.
Colors Help You Reach Out to Various Audiences
Colors can have different psychological impact on men, women and children. A certain color may not influence a woman as much as it impacts a man. Children may get attracted to a very different set of colors from the spectrum than adults. Most brands therefore, try to use colors in their advertising strategy that specifically appeal to their target audience.
Colors Depict a Personality
Colors reflect personality. Brands that want to target audiences with certain personality traits use specific colors to showcase themselves as such. For instance, blue is used to depict feelings of security and peace, which is why insurance companies and banks use blue to communicate their brand. Pink communicates beauty and romance and is mostly used by personal care beauty product brands.
Colors have an important role in brand recognition and perception. A certain color can make a huge difference in the perception of a brand and the reaction of the target audience towards it. So, which colors will you choose to advertise your brand?
Author: Tips provided by Eva Davies, from Custom Gear, a brand support agency.
Published: May 18, 2015