Branding and Colors

Humans exhibit two highly innate traits – we are visual creatures and irrational thinkers, both at the same time. Our thoughts, feelings, actions and even decisions are subconsciously dominated by how we perceive the visual appeal of a product or a brand.

Consider a red can of cola; blue striped capital letters, a black apple, and yellow arches –what brands come to mind? In each instance, color is the predominate element of identification and association with a brand. Color enables us to instantly recognize and draw emotional associations to a brand.

Did you know? Ads in color are read up to 42% more often than the same ads in black and white (as shown in study of phone directory ads).

What colors have you chosen for your marketing materials?

Color is one of the most important components in creating brand identity. The purpose of a brand identity system is to encode a brand in people’s memory and retrieve it from their memory.