Colors are the first influencers on customers and play a significant role in brand development and marketing strategies. Colors, if used appropriately, can be more than just a visual aid because they convey a lot of emotions and feelings and that’s the primary reason we notice the color first in any object or visual. Corporate branding services professionals suggest businesses choose colors for their brands wisely and cautiously as there are certain meanings behind colors and a color scheme has the power to make or break their brands.
Importance of Color in Branding:
Studies about the color psychology that show the relation between colors and human behavior have identified that colors have an effect on human behavior by influencing human perception. Based on these studies, further studies regarding the impact of colors on marketing and branding were carried out. In one such study, it was identified that around 90% of customers’ judgments on products were based on color. This finding shows how important colors are for a brand. That’s the reason; top branding consultants suggest taking considerable time to arrive at a color scheme that is relevant and striking for a business.
How colors impact brands?
Colors create and convey a mood in the minds of people. Branding firms insist on the fact that people should be in a receptive mood to engage with a brand. To engage customers and prospective customers of a business, the business should use colors that convey its emotion and create a mood. Knowing the meanings colors convey will be really helpful in creating a color scheme for businesses that tell their brand story and show their brand identity.
Per the corporate branding services experts, colors are the foundation for the visual identity of a brand in its all forms of expression namely – logo, product packaging, stationery and other material used for branding purposes, company boards, websites, etc.
Choosing the right colors is imperative for a brand’s success. The colors chosen for a brand must represent both the value proposition the business provides and the emotional desires of the customers. Top branding consultants say that there are certain factors that influence the choice of brand colors. They are
Target audience –People in different places and culture react to various colors differently. One should first identify the target audience and choose a color that attracts the target audience while representing the brand’s unique value proposition.
Appropriateness: Some colors convey some meaning. So, businesses should choose colors that convey their brand story and their purpose through their colors.
Consistency: Colors as a part of brand development should be chosen in such a way that they can be used equally effectively for all branding purposes and across various mediums consistently. Consistency in using colors is vital to create familiarity and gain trust among the audience.
Colors for branding purpose should be carefully and thoughtfully selected in such a manner that they represent the brand for a long time and people recognize and associate with the brand with just the colors.