The Power Of Brand Recognition & The Psychology Of Color In Marketing

(Advertising) Understanding the power of brand awareness and the psychology of color in marketing can go a long way towards the success of your business.

But the chances that a customer will remember your brand after one interaction are slim. Most marketers apply 7 rules to increase brand awareness. Rule 7 states that consumers should interact with your brand an average of seven times before making a purchase.

So what is interaction? This could be through a magazine, message board, or online interaction through your website or social media. Or it could be an email, a review, or a brand mention.

Every positive brand interaction brings consumers one step closer to buying a product or service.

In fact, even when customers encounter your brand, they are not always ready to buy. This makes Rule 7 even more important. Different ways of interacting with consumers help maintain and increase visibility by reminding them that they are there when they are ready to make a purchase.

The psychology of color in branding

Developing a strong brand is essential to growing your business. While the 7 rule is important in marketing, color psychology is also important in branding. The colors you use in your branding give consumers the first visual impression of your business.

A study on the psychology of color shows that 90% of consumers make a decision about a product as soon as they see the color associated with it.

The psychology of color is not a new concept in branding. Many of the most successful consumer brands have used color psychology to promote their brands.

When you think about some of the most famous brands, it's easy to understand the impact of color on brand perception.

One of the oldest and most popular brands used a simple yet effective design for their branding. The iconic red and white Coca-Cola logo is well known to consumers.

The 136-year-old soft drink maker knew what he was doing when he chose the color. Red is a very powerful color in color psychology, promoting hunger, happiness, energy, and drive.

McDonald's is another example of a successful paint brand. The 70 year old fast food restaurant chain and its famous Golden Arches became an instant recognizable brand all over the world.

Source: Scout's Help

The psychology of color

Colors have conveyed emotions for centuries. Black began to show grief in the Roman Empire. Meanwhile, Western brides began wearing white wedding dresses in the 19th century. In the middle of the 20th century, Queen Victoria walked down the aisle in a white wedding dress during her wedding.

Here is the psychological impact of other colors and how they can be used in marketing and branding:

red

Red is one of the most used colors in brands as it evokes strong emotions and inspiration used to promote offers and sales. It is also known to stimulate the appetite, so it makes sense that fast food brands and restaurants often use it in their branding. Is it any wonder that 90% of buyers make hasty decisions when red is used in marketing?

Source: Brand Masters Academy.

orange

Orange conveys warmth, confidence and positivity. It also has the potential to connect deeper with more aggressive buyers. Brands often use orange to encourage consumers to make a call to action. Some of the famous brands that use orange in their branding are Nickelodeon, Home Depot, Amazon, and Mozilla.

.

Sources: Home Depot and Nickelodeon.

yellow

Yellow is known to reflect relationships and optimism. It stimulates thought processes so much that attention should be paid to the brand, which is alarming for some consumers. Marketing and branding experts understand this and therefore know that yellow is the right balance to maintain a positive consumer response. You may have noticed that big brands such as IKEA, Best Buy, Subway, Hertz and McDonald's are based on yellow branding.

Source: Brand Masters Academy.

green

When we think of green, nature comes to mind. In addition to this idea, green promotes calmness and well-being. Green also symbolizes growth and prosperity. Popular brands that use green in their branding include John Deere, Starbucks, Whole Foods, and Spotify.

Source: John Deere and Spotify.

blue

Blue is a color that is generally favored by male consumers. It makes most of us think of water in the sky or the ocean. Blue promotes confidence and stability, so it's a great color for branding. In fact, consumers are 15% more likely to engage with a blue brand. A few big brands that use blue branding are Facebook, LinkedIn, JPMorgan, and Dell.

Sources: Facebook and Dell.

Violet

Since purple comes from red and blue, it has the potential to use those colors in the market. Blue color has a calming and pacifying effect, while red invigorates the soul of the owner. Many beauty brands use purple to promote their brands, as do companies like Hallmark and FedEx.

Purple is popular with luxury brands as it symbolizes royalty and wealth. However, care must be taken when using wine branding as it can distract the consumer from over-consumption and purchase. This is where a marketer can become your best friend and help you maximize your conversions.

Sources: FedEx and Hallmark .

Chocolate

Brown shades evoke thoughts of simplicity and earthiness. Its charm can help people feel safe and warm. But if you consider brown to be part of your brand, then you should look into this color.

Depending on the user, chocolate may seem boring or very simple. Many people associate chocolate with badness. So if you own a restaurant, you might consider using a brown sign. However, this seems to work for a cracker cask, so branding sometimes needs to consider the entire package.

If you have a business that caters to people at a more advanced level, you may not want to dye your products brown. But if you want to appear trustworthy and approachable, look no further. Some of the most successful chocolate brand campaigns are Hershey's and UPS.

Source: Hershey and UPS.

black

For some people, black symbolizes sadness or grief and can make them depressed. But many consider black to be timeless, classic and sophisticated. Technically, black is not a color because it does not have its own wavelength. This is due to the lack of light. But this is just hermeneutics. When it comes to branding, black dominates many brands including Chanel, Prada, Adidas and Sony.

.

Sources: Adidas and Sony.

white

Unlike black, white is not a color in itself. Color is not seen as just a color. This also applies to light, and white is the presence of all visible light. White cleanses and promotes a sense of security and cleanliness. In the psychology of color design, white is considered inferior and the basis for building something new and new.

grey

In brand marketing and color psychology, gray represents stability and creativity. It also adds complexity and quality to the product. A good example of this is Apple, which currently uses the monochromatic gray Apple logo as part of its logo, showing its commitment and commitment to product quality for today and tomorrow.

Sources: Apple and Nissan.

3 tips for choosing colors for your brand

1. Choose the right colors for your brand and stand out from the competition

Your ultimate goal should be to choose colors that reflect who you are as a business and immediately resonate with your target audience.

Tell your brand story and values ​​to consumers and develop attributes that define your business. For example, if engagement is at the forefront of your brand, blue is the color that can effectively represent your brand.

When evaluating your competitors, identifying your brand's core values ​​can help you develop a color scheme and narrow down your options to determine which colors resonate with consumers. The more authentic your branding is, the more loyalty you will create for your brand.

2. Choose a color that represents your brand

Think of your brand as a person, and if it's a person, define your personality.

Color can help you communicate your brand because it can instantly evoke feelings or emotions in other people.

Therefore, it is important to choose colors that represent your brand in order to create a positive brand impression for your audience.

3. Choose colors that appeal to your audience

The first rule of color psychology in marketing and branding is to understand who your target audience is. This will help you choose the identification color.

Does your product appeal to sensitive people or more casual consumers? Are women or men more likely to buy your product?

When choosing your brand colors, keep the critical characteristics of your target audience in mind to maximize their effectiveness and leverage their strengths.

One way I integrate these three tips into my clients is through the exercises on my bookshelf. I take popular business books, bring them to client meetings, and ask how each book impacted the client. Usually we define one or two colors that suit everyone, and then we can discuss why and why the colors that suit their label.

This practice is important for two reasons. First, it's something tangible that helps people see real examples without getting stuck with another brand. Secondly, it depends on the work done by others: a successful book sells with a lot of ideas, so many people know about it, so the work is harmless. Select the thread and the same color. So if you're looking for ideas, give it a try!

How to use color palettes on your website and marketing materials

In addition to determining the best colors to represent your brand, it's important to know how to incorporate them into your marketing materials and website design.

The main thing to remember is constancy. You want your logo and all promotional pages, websites, social media platforms, billboards, etc. to look consistent and cohesive. This means using similar colors and matching the chosen color palette.

Your website pages should use contrasting base, background, and accent colors. A clean background often converts consumers and helps call-to-action (CTA) buttons stand out.

Like the rest of your page, the color of the CTA button should contrast with the background of the page. For better contrast, you can use the color wheel to show which colors complement each other.

You also want to make sure that all CTA buttons are highly visible, visible, and useful to visitors. Again, the color of your CTA button should reflect your brand, choose a color that evokes the right emotions for your target audience and converts well.

Psychology of brand and color: the keys

Color has a strong psychological impact on how others perceive your brand. This is one of the most important parts of understanding brand awareness.

When choosing the right color or colors to brand your product or service, keep these key points in mind:

• Choose a color that matches your brand name
• Choose the one that suits your product and your audience
• Choose a color that sets you apart from the competition
• Choose more colors in the market

Now that you understand the psychology of color in branding, what color should you choose to represent your brand?

How Hearst Bay can help.

Marketers know that color has a strong influence on people's behavior and is very important for branding.

Hearst Bay Area marketing specialists can help you use the psychology of color in your marketing and branding campaigns.

Contact us today for help developing a digital marketing plan to grow your brand.

Why are there so many single color fast food logos?