The Influence Of Colour

With up to 90% of judgement of a brand based on colour alone, this one seemingly small element plays a huge factor in your business success.  Use these 16 facts to your advantage when creating a logo or repositioning your existing brand (or simply when marketing your company).

With up to 90% of judgement of a brand based on colour alone, this one seemingly small element plays a huge factor in your business success.  Use these 16 facts to your advantage when creating a logo or repositioning your existing brand (or simply when marketing your company).

1. Up to 90% of judgement of a brand can be based on colour alone
2. It is estimated that brand recognition increases by 80% with colour
3. 30% of the brands on the Forbes list of the 100 most valuable brands use red
4. 35% of the 100 most valuable brands use blue
5. 23% of the 100 most valuable brands use black and white or have no set colour scheme
6. 20% of the 100 most valuable brands use yellow or gold
7. 51% of the 100 most valuable brands use one colour only
8. 27% of the 100 most valuable brands use two colours
9. Only one of the 100 most valuable brands uses purple (Yahoo)
10. Studies have shown that ads in colour are read 42% more than the same ads in black and white
11. Our brains are programmed to respond to colour, we stop at red traffic lights and signs, yield at yellow and go for green
12. Research reveals people make a subconscious judgement about a product within 90 seconds of initial viewing and that between 62% and 90% of that assessment is based on colour alone
13. Women list purple as a top tier colour, whilst men do not
14. Blue is popular with both men and women
15. 85% of shoppers place colour as a primary reason for why they buy a particular product
16. Each colour has its own energy:
    1. Yellow – optimistic and youthful, often used to grab attention of window shoppers
    2. Red – energy, increases heart rate, creates urgency, often seen in clearance sales
    3. Blue – create the sensation of trust and security, often seen with banks and businesses
    4. Green – associated with wealth and nature, the easiest colour for the eyes to process, used in stores to relax customers

So often do we see logos that have been designed without thought of the message that the brand needs to convey.  The next time that you are looking to package a brand, consider the psychological benefits of colour and reap the benefits of having a colour scheme that is coherent with the brand that you are trying to position.

For more information, talk to our team of experienced Branders today.