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Why Color Matters to Your Brand

By Katie Coughlin

What conveys meaning and message without any words? The answer: Color. Our minds are programmed to respond to color. For example, when driving a car you stop for red lights, slow down (speed up) for yellow lights and go on green lights. That is an obvious example… are you looking for another? Have you ever noticed that hospitals tend to have light blue rooms? It wasn’t a mistake; light blue is associated with healing, tranquility and understanding.

The brain responds to color the same way it responds to pleasure or pain. Color triggers responses within the brain and through out the central nervous system. The correct perception of color has been one driver of human evolution. Once a human identifies a color, there is an instant chemical reaction in our brain that produces an emotional response. Within our conscious minds, we create meanings and feelings to particular colors within the context of the culture in which we live.

Now consider these examples of brand color:

Coke starbucks mcds

In each instance, color is clearly a significant element of identification associated with the brand. Many of the most recognizable brands in the world rely on color as a key factor in instant recognition. A study by the University of Loyola, Maryland, shows that color increases brand recognition by up to 80 percent.

If color increases brand recognition then what do multiple colors signify in a brand? Multiple colors speak of choice, variety and diversity. Do you know these brands?

ebay nbc google

If you guessed Google, NBC and eBay you are correct! These brands use multiple colors to express an all-encompassing viewpoint.

So why is color important to you? Color is more than a simplistic aesthetic consideration in the make-up of your corporate identity. Color provides communication cues for brand attributes. Are you cutting edge or traditional, soothing or energizing? Are you environmentally conscious or politically affiliated? Color is the visual component people remember most. It stimulates our memory and reminds us what we have learned. It is important to incorporate the psychology and science of color into your corporate marketing strategy. Even if you are an established brand, you can utilize color in your current and future marketing plans. With today’s printing technology, color is an inexpensive and effective way to give your projects more impact and drive better results!

Quick Color Stats:

92% Believe color presents an image of impressive quality
90% Feel color can assist in attracting new customers
90% Believe customers remember presentations and documents better when color is used
83% Believe color makes them appear more successful
81% Think color gives them a competitive edge
76% believe that the use of color makes their business appear larger to clients

Source: Conducted by Xerox Corporation and International Communications Research from February 19, 2003 to March 7, 2003, margin of error of +/- 3.1%.

 

Check out this helpful color guide by Marketo:

What True Colors Say

PrecisionColor

Mossberg PRECISION COLOR SYSTEM provides customers with the most accurate printed color matches available using state-of-the-art spectrophotometric technology and customized software to match reagent strip and other product colors accurately. Whether products are viewed indoors under various lighting or outdoors in direct sunlight, our system provides the best printed non-metameric color match possible.




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