The Power of Color in Branding

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

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

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

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

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

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.

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.

COLOR PREFERENCE
50%
Favorite colors regardless of age or gender:
choose COOL colors
Over
42%
blue
14%
green
14%
purple

25%choose WARM colors
Less than
8%
red
5%
orange
3%
brown
COLOR PREFERENCE

10%choose NEUTRAL
colors
A little over
2%
white
7%
black
2%
grey
COLOR PREFERENCE

Favorite colors of females [lighter softer palettes] :
23%
purple
14%
green
35%
blue
COLOR PREFERENCE

Favorite colors of males [bright, bold palettes] :
57%
blue
9%
black
14%
green
COLOR PREFERENCE

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

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

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

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

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

The Power of Color in Branding

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