Momentum - Business to Business Online Magazine MOMENTUM SUMMER 2019 | Page 28

MARKETING
ANDREA SMITH
Vernon Graphics & Promotions
832-274-5245
www.myvernon.biz/brianstottlemyer
BRAND COLORS matter
more than you might think.
C
onsumers make subconscious decisions
about products and brands based on color,
so be sure you are making conscious color
decisions on behalf of your business.
Although personal experiences influence
our emotions and connections to color, our culture and
environment certainly affect how we perceive color as
a society. Recent studies indicate that people make
subconscious, impulsive decisions based on color alone
within 90 seconds of viewing a brand or product.
Color is important. Not just for your brand, but
for your promotional products, signage, commercial
vehicles, business cards, and even invoices. It should
come as no surprise that a whopping 80% of consumers
think color enhances brand recognition. A black and
white image usually sustains interest for less than
a second while the same image in color can hold a
viewer’s attention for up to 2 seconds. Adding color
to something with text (advertisements, invoices,
newsletters, etc.) not only improves readership
but improves learning by more than 20% and
comprehension by more than 70%!
There are the obvious color associations (especially
with food); all orange sodas have orange labels; bags of
ice tend to be blue and white; while all things hot and
spicy wear red packaging, but here are a few
you might not have
thought about:
Yellow is
considered a warm
and optimistic
color while orange
is perceived as fun
and cheerful but has also
landed on the least favorite
color list because it’s thought
to look “cheap”. Yikes! Red wins the award for
fast, bold and exciting, while green is obviously
synonymous with peace, health, and nurturing.
It comes as no surprise that blue represents trust,
dependability, and strength, while purple is viewed
as wise, royal, and courageous. Black is often times
thought of as expensive and high quality, while white
feels pure and clean. And as the perfect combination
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of black and white, the color gray reminds people of
balance and neutrality. In a nation full of coffee lovers,
the color mocha makes us feel warm and cozy, while
brown is the least liked color across the board by both
men and women. Sorry chocolate! And where’s pink? I
guess there aren’t enough bubblegum and strawberry
ice cream lovers for it to have made the chart! Use
color as a tool to help your business grow and stay
relevant. Even if your company logo is well beyond
the point of rebranding or recoloring, consider using
color in other ways. Add a bit of blue on your invoices
to appear trustworthy while your customers write that
check or a bit of green on your packaging to appear
environmentally friendly while subtly reminding your
customers to recycle. Consider giving your clients silver
or gray umbrellas to make them feel a sense of balance
and discretion as they muster through the rain and keep
your attention-grabbing red logo on the handle.
So whether brand colors have influenced consumers
or consumers have influenced brand colors, color
matters.