Color is one of the most important pillars of design, which can influence a customer’s perception of a brand. This applies to website design, logo design, company branding, product packaging, interior design, and more. Understanding why this is and how to choose colors to reach your target audience is paramount when making these design decisions. In this blog post, we will explore the uses of color in design and see how it influences customer perception across multiple marketing channels.
Branding and Logo Design:
The logo is the face of your company! Choosing the right colors can set you on the path to building brand recognition and positive perception. Working with a graphic designer who understands color theory and how to choose the right color to evoke the feeling you want for your business is essential. For example, Bright and energetic colors like yellow can convey fun and modernity, while calming colors like blue represent confidence and reliability. Take a moment to reflect on your business; what feelings do you want your customer to feel when they look at your logo?
In product packaging, color can draw your customer in or push them away. In a store with shelves full of products, you have only a second or two to make an impression and catch their eye. Do your colors make an impact? Consumers rely on their sense of color to retrieve information but also to give information (Cunningham, M. (2017). As mentioned before, specific colors can stir up emotions and convey a message about your product or service, and this principle carries over in your packaging. For example, if you are an energy drink company looking to portray the energy your client will get from using your product, would you choose pastel and muted tones or bold, bright colors? If you said bold colors, you are correct! Even if you have an amazing product, if your packaging uses the wrong colors for the product, it will confuse the buyer, and they will move on.
Advertising and Marketing:
The same principles apply to advertisements, whether printed in a magazine or digitally on social media. Good color choices can make or break your ad, capturing their attention or causing them to glaze right over it. Equally important to choosing the right colors is having them in good proportion. Stick to two or three hues and ensure some negative visual space; you don’t want to overwhelm the viewer. Use your brand colors in a way that adds to the advertisement and doesn’t take away from it.
Choosing the right colors to feature in your advertisement, on your packaging, or in your logo can shape custom perception and brand experience, which is essential to your success. So take a moment to reflect on your business and the emotions you want to evoke with your branding. If you need help choosing your brand’s company colors, contact us! Our experienced team can help you create the perfect branding for your business.
University of Missouri-Columbia. “Logo color affects consumer emotion toward brands, study finds.” ScienceDaily. ScienceDaily, 8 April 2014. <www.sciencedaily.com/releases/2014/04/140408112210.htm>
Cunningham, M. (2017) The Value of Color Research in Brand Strategy. Open Journal of Social Sciences, 5, 186-196. doi: 10.4236/jss.2017.512014.