They say a picture is worth a thousand words, but what about a color? In the world of branding, color can make or break a company’s success. From the energizing red and yellow of McDonald’s to the tranquil green of Whole Foods, the psychology of color plays a significant role in how consumers perceive a brand. In this article, we will discuss the impact that color has on consumer perception and examine how brands can use color to influence their target audience. So sit back, relax, and let’s explore the fascinating world of color psychology in branding.
As consumers, we are often drawn to certain brands based on their visual appearance. The colors used in a brand’s logo, website, packaging, and marketing materials can all have a significant impact on our perception of the brand. This is why color psychology plays such an important role in branding. By understanding the impact that color has on consumer perception, brands can use color to influence their target audience and create a strong brand identity.
The Impact of Color on Consumer Perception
The psychology of color is a complex and fascinating subject, and the way that color affects our emotions and behavior is still not fully understood. However, there are some general associations that people tend to make with certain colors, which can influence their perception of a brand.
For example, blue is often associated with trustworthiness, competence, and professionalism. This is why many banks and financial institutions use blue in their branding. Red, on the other hand, is associated with energy, excitement, and passion, which is why it is often used by brands in the food and beverage industry.
Other colors have different connotations, such as green being associated with nature and health, yellow being associated with happiness and optimism, and purple being associated with luxury and sophistication. By using these colors strategically in their branding, brands can tap into these associations and influence how consumers perceive their products or services.
Successful Examples of Color Psychology in Branding
One of the most successful examples of color psychology in branding is the Coca-Cola brand. The iconic red and white color scheme of the Coca-Cola logo has become synonymous with the brand and is instantly recognizable all over the world. The use of red in the logo is no accident – red is a color that is associated with energy, excitement, and passion, which are all qualities that Coca-Cola wants to be associated with.
Another successful example of color psychology in branding is the green and white color scheme of the Starbucks logo. Green is a color that is associated with nature, health, and freshness, which are all qualities that are important to the Starbucks brand. The use of the color green in the logo also helps to reinforce the company’s commitment to sustainability and environmentalism.
Unsuccessful Examples of Color Psychology in Branding
One example of a brand that failed to rebrand due to poor use of color psychology is the retailer JCPenney. JCPenney has a long history of rebranding behind it. First founded under the name The Golden Rule by James Cash Penney in 1902, it has changed logos 27 times since then until today, and the name itself has changed from The Golden Rule to JCPenney&Co to Penney’s to JCPenney and finally back to Penney’s- most recently in 2019.
In 2012, JCPenney underwent a rebranding effort that included changing its logo and store design. However, the company’s use of a bright red color in its advertising and in-store signage was criticized as being too aggressive and not aligned with the brand’s traditional values of quality and affordability. The color was also seen as being too similar to the color used by competitor Target.
More changes were also done to the original logo, including new graphical elements and the use of “jcp” rather than the full brand name. Ultimately, studies revealed that although 84% of consumers were familiar with JCPenney’s original logo and 76% recognized the minor update in 2009, only 56% of people could associate JCPenney with the logo that was introduced in 2011.
Alas, JCPenney had to backtrack and return to its previous branding elements, only minimally editing the font of the logo.
Choosing the right color
When it comes to choosing the right colors for a brand, there are several factors that should be taken into consideration:
- Target Audience: It is important to consider the target audience when choosing colors for a brand. Different age groups, genders, and cultures may have different color preferences and associations. For example, pink may be associated with femininity in Western cultures, but it may be associated with luck and prosperity in some Asian cultures.
- Brand Personality: The colors chosen for a brand should align with the brand’s personality and values. For example, a luxury brand may opt for rich and elegant colors like gold or deep purple, while a playful and creative brand may opt for bright and bold colors like pink or orange.
- Industry Standards: It is important to consider the color schemes that are commonly used in a particular industry. For example, green is often used in the health and wellness industry, while blue is commonly used in the financial industry.
- Contrast and Legibility: The colors chosen for a brand should be easy to read and should provide enough contrast for legibility. This is especially important when it comes to choosing colors for logos and other visual elements.
- Emotion and Association: The colors chosen for a brand should evoke the desired emotion and association in the target audience. For example, blue may evoke a sense of calm and trust, while red may evoke a sense of excitement and urgency.
One thing you might have noticed before is how many popular social media platforms chose blue as the color of their user interface. This is a simple yet effective example of how blue as a color is an idea option for these platforms as it checks all the boxes.
Firstly, blue is a calming and soothing color, which can make users feel relaxed and comfortable while using the platform. This is important for social media networks, which aim to keep users engaged and on the platform for as long as possible.
Secondly, blue is a universally liked color, which means that it is unlikely to cause offense or negative reactions among users. This is important for social media networks, which aim to appeal to a wide range of users with different backgrounds and preferences.
Thirdly, blue is often associated with trust, professionalism, and reliability. This can be beneficial for social media networks, which need to establish a sense of trust and credibility with their users in order to encourage them to share personal information and engage with other users on the platform.
Finally, blue is a common color used in technology and digital products. This means that users may already associate the color blue with digital interfaces and find it familiar and easy to use.
In conclusion, color psychology plays a significant role in branding and has the power to influence how consumers perceive a brand. By strategically using colors that align with the brand’s personality, target audience, and industry standards, brands can create a strong brand identity and differentiate themselves from competitors. However, it is important to choose colors carefully, taking into consideration factors such as contrast and legibility, and evoking the desired emotion and association in the target audience. As seen in the example of JCPenney, poor use of color psychology can lead to a failed rebranding effort. Ultimately, a brand’s success in harnessing color psychology lies in the ability to create a visual language that speaks to its target audience and resonates with them on an emotional level.