There have been many studies regarding color and the way we interpret them. While it does depend on each person and how much they like the color, there are general patterns that emerge.
Experiments have revealed that certain colors make respective parts of the brain increase activity, or “light up.” In addition to this, people have collected associations for each color that are common among those that like those colors and those that dislike the colors. Following the link below will bring you to a longer more inclusive list of associations. Red tends to be a very striking and stimulating color as well as yellow. However, red can seem aggressive to those who aren’t a fan of red.
Even further, colors can mean different things within different contexts. This is why choosing colors very carefully for your brand and your messages can be so important. Towergate Insurance analyzed 520 company logos and separated them appropriately by their industry.
The visual allows you to see which colors are predominantly used by industry. The infographic then applies what we know about colors and the emotional responses they typically evoke to describe the message company logos send to consumers. For example, within the context of the food industry seeing red can stimulate a persons hunger while green is connected to being healthy. See the link below for more examples of color associations within different industries or the image at the bottom of this post (which is the infographic from the article).
This logic can and should be considered outside of just a brand’s logo. Advertisers have been using this information to articulate certain ideas about brands.
Whether you’re developing an ad series, a campaign, a social post, revamping the company website and/or logo, carefully consider what message you’re trying to send. We have seen social media soar in relevance and effectiveness as a business-means and that has had a lot to do with story telling. Social media has been a very effective way to communicate with consumers and to tell them your story. There are more chances at striking emotional connections with consumers through that social presence which in turn has an effect on consumer feelings toward your brand.
Let your color conscience help you demonstrate the exact emotions you’re trying to convey to consumers.
The image posted with this article is not mine and can be found by following the second link from the top.
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