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The
ofPOWER
What the Colors of Your Brand
Say About Your Business
BROUGHT TO YOU BY:
creative studio
dezinegirl
lifestyle brand design
The most POWERFUL TOOL in branding is COLOR.
Color can TRANSFORM a logo into the DESIRED emotional
experience for your TARGET AUDIENCE.
USE IT WISELY.
It can attract your
attention, or change
your mood; it plays a
major part on how we
see or define things.
Color has the power of
persuasion.
COLOR MATTERS
©2014 dezinegirl creative studio
COLOR is the first
thing a consumer
will notice about
your logo
80%
Studies have shown that the
COLOR OF A PRODUCT
influences up to
of a customer’s
purchasing decision
Choosing the
WRONG COLOR
could cost your
company in the
long run.
COLOR SMART
©2014 dezinegirl creative studio
The Most-Used Colors of the World’s Top Brands:
13%use yellow
28%use black
29%use red
33%use blue
95% use only 1
or 2 colors 5% use more than 2 colors
COLOR TRENDS
©2014 dezinegirl creative studio
COLOR & BUSINESS
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
©2014 dezinegirl creative studio
COLOR & BUSINESS
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
©2014 dezinegirl creative studio
COLOR & MARKETING
76% Say the MOST IMPORTANT FACTOR when
purchasing products is VISUAL APPEARANCE.
6% Look at the
TEXTURE
1%
Decide from
the SMELL
or SOUND
©2014 dezinegirl creative studio
COLOR & MARKETING
84% Say COLOR is the PRIMARY REASON they buy a
particular product
Within
90seconds
of initial viewing, people
make a subconscious
judgement about a person,
environment, or product
Up to
90%of that assessment is based
on color alone.
©2014 dezinegirl creative studio
COLOR & BRAND IDENTITY
Color can increase a BRAND
RECOGNITION by up to 80%.
This means that COLOR INFLUENCES
how consumers VIEW THE
PERSONALITY of the brand.
OUR BRAINS PREFER
RECOGNIZABLE BRANDS, which
makes color very important when creating
a brand identity.
Consumers’ REACTION TO COLOR
APPROPRIATENESS in relation to the
product is FAR MORE IMPORTANT than
the individual color itself.
©2014 dezinegirl creative studio
COLOR PREFERENCE
50%
Favorite colors regardless of age or gender:
choose COOL colors
Over
42%
blue
14%
green
14%
purple
©2014 dezinegirl creative studio
25%choose WARM colors
Less than
8%
red
5%
orange
3%
brown
COLOR PREFERENCE
Favorite colors regardless of age or gender:
©2014 dezinegirl creative studio
10%choose NEUTRAL
colors
A little over
2%
white
7%
black
2%
grey
COLOR PREFERENCE
Favorite colors regardless of age or gender:
©2014 dezinegirl creative studio
Favorite colors of females [lighter softer palettes] :
23%
purple
14%
green
35%
blue
COLOR PREFERENCE
©2014 dezinegirl creative studio
Favorite colors of males [bright, bold palettes] :
57%
blue
9%
black
14%
green
COLOR PREFERENCE
©2014 dezinegirl creative studio
Choosing the right colors can help you BUILD BRAND AWARENESS
AND RECOGNITION. Colors have meaning that changes moods and
behaviors, IMPACTING HOW PEOPLE REACT TO A BRAND.
Every color elicits a different response from humans.
COLOR MEANINGS
©2014 dezinegirl creative studio
Every color elicits a different response from humans.
COLOR MEANINGS
YELLOW
warmth
optimism
energy
clarity
fresh
joy
intellect
caution
friendly
cheerful
stimulous
alert
ORANGE
cheerful
friendly
confident
health
youthful
innovation
creativity
vibrance
exotic
active
caution
impulsive
RED
excitement
passion
bold
love
anger
urgency
danger
safety
daring
strength
courage
stimulating
PURPLE
creative
imaginative
wisdom
royal
mysterious
luxury
magic
passion
spirituality
dignity
fashion
success
©2014 dezinegirl creative studio
Every color elicits a different response from humans.
COLOR MEANINGS
PINK
tender
feminine
love
caring
compassion
beauty
friendship
sensitivity
sweet
affectionate
happy
gratitude
BLUE
trust
dependable
strength
calm
stable
power
smart
confidence
integrity
sincerity
sympathy
harmony
TURQUOISE
concentration
clarity
calming
creativity
sensitivity
health
caring
trust
protection
tropical
serene
perceptive
GREEN
peaceful
health
growth
environment
envy
balance
natural
money
safety
relaxation
abundance
healing
©2014 dezinegirl creative studio
Every color elicits a different response from humans.
COLOR MEANINGS
BLACK
bold
rich
power
death
evil
elegance
mystery
sophistication
formality
seductive
conservative
modern
GOLD
luxury
elite
prestige
noble
successful
idealistic
elegance
refined
abundance
affluence
quality
prestige
SILVER/GRAY
balance
neutral
calm
security
stability
authority
maturity
cold
scientific
prestige
sullen
honorable
WHITE
freshness
clean
hope
goodness
light
purity
simplicity
truth
minimalism
wholeness
perfection
innocence
©2014 dezinegirl creative studio
A color can have very different meanings — it’s not the colors
themselves that have a meaning, but that we have culturally
assigned meanings to them. Color choices are critically important
for the success of a brand or product. Choose wisely.
SOURCES
http://www.colorcom.com/research/why-color-matters
https://www.helpscout.net/blog/psychology-of-color/
http://www.sherwin-williams.com/homeowners/ask-sherwin-williams/education/color-basics/why-color-matters/
http://www.entrepreneur.com/article/232582
http://www.emeraldinsight.com/journals.htm?articleid=1558119&show=abstract
http://www.joehallock.com/edu/COM498/preferences.html
http://blog.kissmetrics.com/art-of-color-coordination/?wide=1
http://blog.kissmetrics.com/gender-and-color/
http://www.beautyandtips.com/fun/color-meaning-psychology-of-color-infographic/
http://www.brandingmagazine.com/2012/07/26/why-are-brand-colors-so-important/
http://www.squidoo.com/colormeaning
BROUGHT TO YOU BY:
pam@dezinegirlcreative.com | 858.925.6159 | www.dezinegirlcreative.com
creative studio
dezinegirl
lifestyle brand design

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The Power of Color in Branding

  • 1. The ofPOWER What the Colors of Your Brand Say About Your Business BROUGHT TO YOU BY: creative studio dezinegirl lifestyle brand design
  • 2. The most POWERFUL TOOL in branding is COLOR. Color can TRANSFORM a logo into the DESIRED emotional experience for your TARGET AUDIENCE. USE IT WISELY. It can attract your attention, or change your mood; it plays a major part on how we see or define things. Color has the power of persuasion. COLOR MATTERS ©2014 dezinegirl creative studio
  • 3. COLOR is the first thing a consumer will notice about your logo 80% Studies have shown that the COLOR OF A PRODUCT influences up to of a customer’s purchasing decision Choosing the WRONG COLOR could cost your company in the long run. COLOR SMART ©2014 dezinegirl creative studio
  • 4. The Most-Used Colors of the World’s Top Brands: 13%use yellow 28%use black 29%use red 33%use blue 95% use only 1 or 2 colors 5% use more than 2 colors COLOR TRENDS ©2014 dezinegirl creative studio
  • 5. COLOR & BUSINESS 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 ©2014 dezinegirl creative studio
  • 6. COLOR & BUSINESS 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 ©2014 dezinegirl creative studio
  • 7. COLOR & MARKETING 76% Say the MOST IMPORTANT FACTOR when purchasing products is VISUAL APPEARANCE. 6% Look at the TEXTURE 1% Decide from the SMELL or SOUND ©2014 dezinegirl creative studio
  • 8. COLOR & MARKETING 84% Say COLOR is the PRIMARY REASON they buy a particular product Within 90seconds of initial viewing, people make a subconscious judgement about a person, environment, or product Up to 90%of that assessment is based on color alone. ©2014 dezinegirl creative studio
  • 9. COLOR & BRAND IDENTITY Color can increase a BRAND RECOGNITION by up to 80%. This means that COLOR INFLUENCES how consumers VIEW THE PERSONALITY of the brand. OUR BRAINS PREFER RECOGNIZABLE BRANDS, which makes color very important when creating a brand identity. Consumers’ REACTION TO COLOR APPROPRIATENESS in relation to the product is FAR MORE IMPORTANT than the individual color itself. ©2014 dezinegirl creative studio
  • 10. COLOR PREFERENCE 50% Favorite colors regardless of age or gender: choose COOL colors Over 42% blue 14% green 14% purple ©2014 dezinegirl creative studio
  • 11. 25%choose WARM colors Less than 8% red 5% orange 3% brown COLOR PREFERENCE Favorite colors regardless of age or gender: ©2014 dezinegirl creative studio
  • 12. 10%choose NEUTRAL colors A little over 2% white 7% black 2% grey COLOR PREFERENCE Favorite colors regardless of age or gender: ©2014 dezinegirl creative studio
  • 13. Favorite colors of females [lighter softer palettes] : 23% purple 14% green 35% blue COLOR PREFERENCE ©2014 dezinegirl creative studio
  • 14. Favorite colors of males [bright, bold palettes] : 57% blue 9% black 14% green COLOR PREFERENCE ©2014 dezinegirl creative studio
  • 15. Choosing the right colors can help you BUILD BRAND AWARENESS AND RECOGNITION. Colors have meaning that changes moods and behaviors, IMPACTING HOW PEOPLE REACT TO A BRAND. Every color elicits a different response from humans. COLOR MEANINGS ©2014 dezinegirl creative studio
  • 16. Every color elicits a different response from humans. COLOR MEANINGS YELLOW warmth optimism energy clarity fresh joy intellect caution friendly cheerful stimulous alert ORANGE cheerful friendly confident health youthful innovation creativity vibrance exotic active caution impulsive RED excitement passion bold love anger urgency danger safety daring strength courage stimulating PURPLE creative imaginative wisdom royal mysterious luxury magic passion spirituality dignity fashion success ©2014 dezinegirl creative studio
  • 17. Every color elicits a different response from humans. COLOR MEANINGS PINK tender feminine love caring compassion beauty friendship sensitivity sweet affectionate happy gratitude BLUE trust dependable strength calm stable power smart confidence integrity sincerity sympathy harmony TURQUOISE concentration clarity calming creativity sensitivity health caring trust protection tropical serene perceptive GREEN peaceful health growth environment envy balance natural money safety relaxation abundance healing ©2014 dezinegirl creative studio
  • 18. Every color elicits a different response from humans. COLOR MEANINGS BLACK bold rich power death evil elegance mystery sophistication formality seductive conservative modern GOLD luxury elite prestige noble successful idealistic elegance refined abundance affluence quality prestige SILVER/GRAY balance neutral calm security stability authority maturity cold scientific prestige sullen honorable WHITE freshness clean hope goodness light purity simplicity truth minimalism wholeness perfection innocence ©2014 dezinegirl creative studio
  • 19. A color can have very different meanings — it’s not the colors themselves that have a meaning, but that we have culturally assigned meanings to them. Color choices are critically important for the success of a brand or product. Choose wisely. SOURCES http://www.colorcom.com/research/why-color-matters https://www.helpscout.net/blog/psychology-of-color/ http://www.sherwin-williams.com/homeowners/ask-sherwin-williams/education/color-basics/why-color-matters/ http://www.entrepreneur.com/article/232582 http://www.emeraldinsight.com/journals.htm?articleid=1558119&show=abstract http://www.joehallock.com/edu/COM498/preferences.html http://blog.kissmetrics.com/art-of-color-coordination/?wide=1 http://blog.kissmetrics.com/gender-and-color/ http://www.beautyandtips.com/fun/color-meaning-psychology-of-color-infographic/ http://www.brandingmagazine.com/2012/07/26/why-are-brand-colors-so-important/ http://www.squidoo.com/colormeaning BROUGHT TO YOU BY: pam@dezinegirlcreative.com | 858.925.6159 | www.dezinegirlcreative.com creative studio dezinegirl lifestyle brand design