The Role of Color in Marketing and Branding

This article explores the role of color in marketing and branding. It discusses how color influences consumer perception and decision-making, and the impact of color on impulse purchases. It also examines the associations people have with different colors and the importance of context in using color effectively.

Monthly Newsletter Issue 12
Marketing and Color
olor plays a
significant role in
selling products and
services. It directs
your eye where to
look, shows
similarities and
differences, and
even indicates
how to interpret a
message. Color helps you
decide what is important,
appealing, and worthwhile.
In the recent study, Impact
of Color in Marketing,
researchers found that
nearly all consumer
impulse purchases are
based on color. The color
of a logo can enhance a
brand if it fits the product
type, which is called
alignment. For example,
lime green is appropriate
for a fun, trendy product,
such as a mobile chatting
app, but not a serious,
stable product, such as
insurance. As you prepare
to launch your business or
new product, consider the
colors you are using in
your company logo and
product or service
branding.
C Color Meanings
Colors have emotional and
cultural meanings.
Although
people
react to
specific
colors
based on
their background and
experiences, most people
associate colors with
certain qualities. All colors
have both positive and
negative associations.
In a recent study, people
were asked to choose a
color they associated with
particular words:
Trust: 34% chose blue,
followed by 21% for white
and 11% for green.
Speed: Red was the
favorite by a wide margin
(76%).
Fear: 41% said they
associate red with fear,
while 38% chose black.
Fun: Most people chose
orange (28%), followed
closely by yellow (26%)
and purple (17%).
Cheapness: Orange may
be fun, but 26% of people
associated orange with
cheapness.
Security: Most people
chose blue (28%), followed
by 16% for black and 12%
for green.
Reliability: Blue was also
the top choice for
reliability with 43%. Next
was black with 24%.
Be sure to consider the
context in which you are
using color.
Context of Color
Although you can make
some broad
generalizations about
color, it’s more effective to
make sure people are
interpreting your brand’s
colors in context. For
example, in the Color
Psychology and Color
Therapy study, green isn’t
strongly associated with
any color. If you want to
signal environmental
awareness, however,
green is the obvious
choice. That said, if
everyone in your market is
using green, choosing a
This file created specifically for Sharon Lewis
Springboard
Color helps you
decide what is
important,
appealing, and
worthwhile.

different color such as sky
blue sets you apart from
the pack. Color depends
on the context in which
you use it.
This file created specifically for Sharon Lewis
Colo
r
Alignme
nt
Meaning
Context
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