Let’s play a word association game. What words come to mind when I say:
Colors elicit feelings, emotions, memories, associations. It’s no wonder then that businesses large and small use colors to add a dimension to their brand identity. What effect do colors really have though?
Well it’s safe to say we’re all different. Because of that, we process things differently and associate different things with colors, but when it comes to purchasing items and services, color plays a more pointed role. It’s not like we mentally say, “since yellow is my favorite color, I’m only going to buy things with yellow logos and packaging.” The process is a little more nuanced than that.
Our brain looks at the color with a critical eye thinking, “Do these things match? Does bright pink packaging really match this knee brace product?” Sure, it’s eye catching, but a mismatch could swing consumers in the wrong direction.
It’s also important for brand recognition. We all know one of the foremost tenants for marketing: differentiation. Companies don’t want to be mistaken for their competition. Think FedEx, UPS, and DHL. Totally different color schemes so no one mixes them up. They each stand alone with their own striking combination.
When picking a color for a brand or product/service, it’s much more than what’s a popular color. It matters what the object represents. Eco friendly consumers? Brown or green. Power and vitality? Black or red.
It takes a lot of research and profiling to arrive on the best image for your brand, but the rewards are invaluable. Build your empire from the ground up and pay attention to every detail. When you’ve designed your logo, let GTI help you decide on the right printer and make your mark on your boxes. We’ve got to stick together after all.