Importance of Color in Brand Image - Marketing

This article explains the importance of color in brand image and how it affects customer perception towards brand identity, brand awareness, corporate brand recognition, corporate brand image, corporate brand traits.

Running head: MARKETING
Marketing
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1MARKETING
How important is the color to the brand image?
Ghaderi, Ruiz and Agell (2015) stated that a brand logo helps in attracting its recognition
and drives the purchasing decisions of the people. Color plays a crucial role in triggering
emotions in the users. According to the colors emotion guide, the color yellow resembles
optimism and warmth, orange color resembles friendless and confidence, red color is for
representing boldness and excitement (Helpscout.net, 2018). On the other hand, in order to
demonstrate creativity most company like Yahoo and Cadbury use purple color and blue color
represents trust and strength (Helpscout.net, 2018). People also obtain a perception from the
color of the brand’s logo like in recent times eco-friendly products are green in color which
shows peace, environment and health (Ghaderi, Ruiz & Agell, 2015).
Moreover, marketers also focus on visual identity which helps the organization to choose
a color for their brand. Chang and Lin (2010) stated that they use the concept of color
codification and color theory according to which brand color has been chosen. They also use
honeycomb model which measures the brand perception through colors.
Image 1: Color Codification and honeycomb model
(Source: Chang & Lin, 2010)

2MARKETING
The research made by Chang and Lin (2010) shows that colors affect customer
perception towards brand identity, brand awareness, corporate brand recognition, corporate
brand image, corporate brand traits. Additionally, Women like the color purple, red and blue and
thus online marketers, who are selling fashion apparel for women, often these colors; while sites
that offer men's apparel majorly use blue (Helpscout.net, 2018).
Image: Color preference of the users
(Source: Helpscout.net, 2018)
Thus, the importance of the color to the brand image is that it assists in conveying traits
and message, image and spirit of the brand and thus marketers need to focus on the color
selection of the brand's logo as well as the products.

3MARKETING
Reference List
Chang, W. L., & Lin, H. L. (2010). The impact of color traits on corporate branding. African
Journal of Business Management, 4(15), 3344.
Ghaderi, M., Ruiz, F., & Agell, N. (2015). Understanding the impact of brand colour on brand
image: A preference disaggregation approach. Pattern Recognition Letters, 67, 11-18.
Helpscout.net. (2018). The psychology of color in marketing and branding. [online] Available at:
https://www.helpscout.net/blog/psychology-of-color/ [Accessed 8 Jun. 2018].