The most prominent brands in the world are defined by their colours. Think of McDonald's golden arches, the name Jet Blue, and UPS' slogan, "What can Brown do for you?" These companies, and many others, strategically use colours in their logo, websites, and products to appeal to customers. As a B2B marketer, it's important to think about how you utilize colours and what the colours you choose say about your business.
The infographic "True Colours" delves into the significance of brand colours and what they convey about a business. It emphasizes the critical role of colour in influencing consumer behaviour and brand perception.
Key Insights:
Colour's Impact on Purchasing Decisions:
60-80% of a customer's decision to buy a product can be influenced by its colour.
Brand and Logo Color Connection:
The colour is the first aspect of a logo noticed by consumers.
Choosing the wrong colour can be costly in the long run despite the low initial cost of selection.
World's Top Brands Color Analysis:
29% use red.
33% use blue.
28% use black or grayscale.
95% of the top brands use one or two colours.
13% use yellow or gold.
41% of logos are text-only, and some don't feature the company name.
Colour Psychology and Consumer Reactions:
Red: Aggressive, energetic, provocative, attention-grabbing.
Purple: Royalty, sophistication, nostalgia, mystery, spirituality.
Blue: Trustworthy, dependable, secure, responsible.
Green: Wealth, health, prestige, serenity.
Yellow: Positivity, light, warmth, motivation, creativity.
Orange: Vitality, fun, playful, exuberant.
Brown: Earthlike, natural, simplistic, durable.
Black: Prestige, value, timelessness, sophistication.
White: Pure, noble, clean, soft.
Industry Preferences:
Different industries favour certain colours based on the emotions and values they want to project. For instance, red is often seen in the energy sector, green in health care, and black in luxury products.
Warmth vs. Cold Colors:
Colours are categorized into warm (associated with energy) and cold (related to calmness and security).
Integration Across Branding:
Businesses are advised to consistently integrate their brand colours in their logo, landing page, product, etc., for maximum impact.
The infographic underlines the importance of colour choice in branding and marketing, illustrating how different colours can evoke various emotions and associations, thus influencing consumer behaviour and brand perception.
