The Function of Color in Branding

Using the right color or combination of colors to increase brand recognition is important.

In fact, it’s more important than ever for brands to project their value. Marketing professionals have long understood the need for consistency in color and design. But it’s also critical to move beyond the standard logo and tagline and take an approach that provokes emotions among potential consumers across all of your marketing channels — including social media sites. Use color to your advantage.

Color is a type of non-verbal communication and an significant component of our day-to-day lives. The underlying emotions that colors evoke have been cultivated since birth and vary depending on age, geographic location, and gender (e.g. blue for boys, pink for girls). Color affects our moods and feelings, and research suggests that it has a physical effect as well, influencing the hormones that control our emotions. Applying color theory is one of the most powerful methods of creating consumer appeal.

Why do you feel like clicking and browsing on some websites and not others? What makes you feel like purchasing from one online merchant over another? Could it be because of your emotional responses to their color palettes? Choosing the right color scheme is crucial to how your brand is viewed.

Studies have shown that color:

  • Increases brand recognition by up to 80%
  • Improves readership as much as 40%
  • Increases comprehension by 73%
  • Can be up to 85% of the reason consumers decide to buy

Some brands become so closely associated with their color schemes that we recognize them even when their company names aren’t visible.

What sort of emotion do you wish to have your brand to deliver?


Infographic:  Logo Company