You don’t have to be a brand giant to make the right color choices. Choosing the right palette for your brand helps consumers understand your message. When considering your branding, it’s important to know what your brand personality is. Are you an energetic and disruptive company, or are you a pillar of stability and security? Do you aim to entertain your customers, or educate them? 84.7 percent of consumers say that color is one of the most important factors when choosing a product, so select the color the gives the right first impression

1. THE PSYCHOLOGY OF COLOR
IN PURCHASING DECISIONS
GETTING EMOTIONAL
If you are thinking about a new logo or website redesign, planning a
product launch or even painting your office, it is important to understand
the emotional impact color can have on consumers and how that
response affects their purchasing decisions.
We associate different colors with different emotions.
Vibrant emotions, such as love, anger and energy are linked with
warm colors. Cool colors invoke a sense of calm and tranquility.
When asked how individual colors made
them feel, survey respondents answered*
:
Color defines what a brand stands for, and the experience
customers expect to have while doing business with a brand.
Color offers an instantaneous way of conveying
meaning and message without the use of words.
WHAT’S YOUR
FAVORITE
COLOR?
When asked to choose a favorite color,
what was the overwhelming response?*
50% BLUE 25% GREEN
15% RED 5% YELLOW
5% ORANGE
BLUE = CALM YELLOW = HAPPY ORANGE = WARM GREEN = NATURERED = LOVE
81% 93% 53% 72% 100%
CONSUMERS LOVE BLUE, AND BRANDS LOVE CONSUMERS!
Blue is associated with longevity, productivity, security and trust.
JUDGING A BOOK BY ITS COVER
Consumers make instant decisions about products, places and
websites based on color. Color can make or break a sale.
COMMUNICATING WITH COLOR
Brands and color are forever linked. Color is what people
notice first, and remember most about a brand.
WHAT’S IN A NAME?
Just as color can stir emotions, color names can have many
meanings. The perfect color name can have an impact on revenue.
TM
COLOR INCREASES BRAND RECOGNITION BY UP TO 80%
84.7% OF CONSUMERS
say that color is one of the most important
factors when choosing a product.
When Apple released the first color
iMac models, profits increased
$108 million in three months.
Heinz sold over 10 million bottles
of green ketchup in only 7 months
resulting in 23 million in sales.
Crayola increased crayon sales
by 50 percent in a single year
by renaming several colors
of snap judgments made
about products can be based
on color alone
of customers will not return
to a website if they don't like
the aesthetics
of purchasing decisions are made
in-store. The right message is
critical to successful sales.
73%52%90%
Consumers judge a product within 90 seconds of initial viewing
and 62% - 90% of that assessment is based on color alone
Use the latest technology, along with old-fashioned trial and error,
to stay on top of how color names affect a brand’s bottom line
Standard names for red color
families generate up to
28% higher revenue
Creative names for purple color
families, such as razzmatazz,
generate 31% higher revenue
Names for brown, yellow,
and pink color families show
little difference in revenue
RED
PURPLE OR
RAZZMATAZZ?
RAZZMATAZZ!
PINK?
MEH.
BLUSH?
MEH.
$
*Bonney, Emily.“Color and Purchasing Decisions.”Survey (2, February 2015) <https://www.supersimplesurvey.com/Survey/10895/Color_and_Purchasing_Decisions/>
http://pamorama.net/2013/04/21/the-role-of-color-in-marketing-infographics/ | http://www.mdgadvertising.com/blog/3-ways-to-make-color-names-bring-in-the-greenbacks/
http://www.entrepreneur.com/article/233843 | http://www.helpscout.net/blog/psychology-of-color/ | http://infographicjournal.com/the-business-of-colour-psychology/
http://www.sociallystacked.com/2014/01/the-psychology-of-color-how-it-affects-buying-decisions-infographic/
Color plays an important role in the way brands communicate with
consumers. The emotional response to the color choices your brand makes
for logos, products, websites or stores, can push a consumer to make a
purchase or walk away. Choosing the perfect color palette is not a science,
but it is important to your bottom line, and worth careful consideration.