The Importance of Colors in Branding Researchers found that u | Shab

The Importance of Colors in Branding

Researchers found that up to 90% of snap judgments made about products can be based on color alone (depending on the product).

Other results from studies such as "The Interactive Effects of Colors" show that the relationship between brands and color hinges on the perceived appropriateness of the color being used for the particular brand (in other words, does the color "fit" what is being sold).

The study Exciting Red and Competent Blue also confirms that purchasing intent is greatly affected by colors due to the impact they have on how a brand is perceived. This means that colors influence how consumers view the "personality" of the brand in question.

Additional studies have revealed that our brains prefer recognizable brands, which makes color incredibly important when creating a brand identity. It has even been suggested in Color Research & Application that it is of paramount importance for new brands to specifically target logo colors that ensure differentiation from entrenched competitors (if the competition all uses blue, you'll stand out by using purple).

It's the feeling, mood, and image that your brand creates that play a role in persuasion. Be sure to recognize that colors only come into play when they can be used to match a brand's desired personality (i.e., the use of white to communicate Apple's love of clean, simple design).

https://www.entrepreneur.com/article/233843