Branding Colors By: Demetria Buie

Why Color(s) Are Important And Their Impact To Your Business and Brand
Color in marketing plays a vital role in how targeted customers perceive a brand. When designing a brand or logo, the choice of colors is a crucial element. Exiting Red and Competent Blue study reveals that purchasing intent is greatly influenced by colors. According to their study, colors have a great impact on how customers perceive a brand. In other words, they influence how customers view a brand’s personality.
When branding or designing a logo you have to pick the right colors which reflect your business. Colors are the first thing your target audience sees thus playing a significant role in consumer‘s behavior. This means that if the choice is poor, the target customers are not likely to perceive your product or business the way you expect.
Why do you like a certain product? What is your favorite color? Why do you like that color? Brands that are on the winning side are very selective when it comes to branding colors.

Color psychology is vital in building a strong, relatable image for your brand and business. Colors affect human behavior and determine how customers make decisions on items they want to buy. The color you choose to market your business can either make or break your business. Colors in branding strategies can help customers to see your brand exactly how you want them to perceive it. Contrary, poor color selection damages a brand’s image. For example, the wrong color for logo or content can make it less visible, readable, and difficult to understand. Some of the customers end up ignoring at once.

Colors in branding help a business to influence how customers think and respond to its brand. Besides that, they influence how targeted customers interpret the information you present to them. This is the reason why understanding color psychology is important because if the right color(s) are not selected from word go, there is a possibility that a business’s growth will be affected.  It is evident that those companies that are making a kill in their area of specialization some of them don’t have the best services or products but customers believe they do. Such companies understand the power color psychology the reason they have progressively succeeded where their peers have failed. Branding colors are more than simple aesthetic considerations that can make up brand identity and experience. It influences the perception targeted customers have with your brand. It is through perception people begun to have emotional perceptions.   Your brand’s color is a vital element of your brand’s story. This is the reason why business people need to choose a color(s) beyond their personal or subjective preferences.

When it comes to visual identity color is the foundation of your brand with respect to its entire expressions and executions. For example, through the creative use of colors, Apple transformed how people think of desktop. Color had a strong impact on their brand and business growth. The simple little innovation played an important foundation of what Apple has become today. Most of the well-managed brands, color is not a personal choice but a strategic business imperative.
Color helps in business positioning
For a business to convey a simple idea of meaning and differentiation, it needs to select a color that properly fits a business’s strategic positioning.  The color selected must represent the targeted customer’s emotional associations and value. Besides, they must represent the value proposition or the brand’s promise.

Also, a brand’s colors are used to help a business to establish trust and familiarity. This is done by eliciting the right emotions. This is the reason why the most popular brands in the world have succeeded to create a strong association with their brands. Even though the colors they use don’t involve text on them, they reflect their branding and what the brand is all about.
The power of color and its ability to elicit emotion increases brand recognition. It eventually boosts sales thus helping a business to grow to unimaginable levels. The desired growth is attributed to the correct eliciting of the desired reactions. Marketing experts say that at least 60%-80% of the customer’s purchasing decision is influenced by the product’s color. Such revelation means that if a product has an attractive color, customers are likely to purchase.  Also, the right color does not only increase strengthen the product’s presence in the market, but it can affect the total sales.

Wal-Mart over the years has branded itself as the leader in low-cost retail business and achieve that they have used color blue in all its branding effort.  Even though they have been upgrading its image in the eyes of its customers, the familiar has not lost. They have continued to use the color as part of its identity.

Designers must understand that color’s meaning varies from a country to another, culture to another so it is crucial to investigate how to target customers perceive specific colors to avoid missing the target.

Download Full Booklet Here….

Author Demetria Buie

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