Colour is to branding what water is to the human body. It makes up most of its content and the rest is redundant without it. Not convinced?
Here are three fact-based reasons to believe me.
Colour is the first thing your audience notices about your brand.
According to the Institute for Color Research, “people make a subconscious judgment about a person, environment, or product within 90 seconds” and between 62% and 90% of that reaction is based on colour.
And if you think that’s shocking, note that colour likely plays a similar role in the super-fast consumer decisions people now make online. Research suggests that internet user take just 0.05 seconds (aka 50 milliseconds) to form an opinion about an online asset like a website or ad. Yeash!
Research conducted by the University of Loyola, Maryland, suggests that careful use of colour can increase brand recognition by up to 80%.
Colour is the main way people recognise a brand.
And since people are more willing to buy from brands they recognise, you can win big by creating and promoting an easily recognisable colour palette for your business.
In fact, colour is so important to brand recognition that an increasing number of companies are trademarking their unique brand shades to prevent newcomers from basking in the light of their colour-based brand success.
A wide range of colours from Barbie pink to T-Mobile magenta and Cadbury purple are currently protected by trademark laws.
Where blues and greens make people feel calm and relaxed, reds and oranges can jolt them into action. So colour isn’t just important to your branding, but it’s also critical to the design decisions you make on other brand assets like landing pages and advertising.
Different colours inspire different emotions and actions.
But be careful. Colours mean different things to different cultural groups. So do your research on your target market to make sure your approach fits.
Now you’re converted, let’s take a look at the infographic below, which summarises current research on colour psychology. So you can better understand the colours that are most commonly used in branding in Europe, North America and Australia and get to grips with how they could impact your brand.
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Author bio: Jodie is a Conversion Copywriter, Content Strategist and Optimisation Specialist working with bold B2B SaaS and tech brands. Before founding This Copy Sticks, she spent a decade selling the toughest value proposition around and raised £2 million for charities before her 25th birthday. After 10 years in fundraising, Jodie decided to put her words to work helping tech-mad trailblazers grow their businesses.