Importance of Color in Brand Image - Marketing

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)