From Lao Ban’s desk – Week # 37
Color Psychology how important it is in brand marketing .
From the orange at Hermes to the red coating ofChristian Loubotins shoe soles, brands have often distinguished themselves by incorporating emblematic colors into their products.
Color can trigger brand recognition almost immediately. Think of H&Ms red, Starbucks green or Gaps blue. These brands have become virtually synonymous with the colors that represent them.The consistency and frequency with which each of these brands utilizes their flagship colors evokes not just instant recognition but also a reassuring sense of trust and reliability.
Color is used for brand recognition, storytelling, directing a shoppers attention and calls to action.The shades used by a business are key to its branding color has long been touted as a vital component of the in-store shopping experience.
Color can have up to a 60 percent influence on purchasing decisions. Studies show that brighter colors are more effective online than in brick-and-mortar stores and that different colors can inspire different emotions in consumers. Blue might invoke trust, for example, while red might inspire passion. Black might show sophistication (think Chanel), blue or gray can conjure trust and power (Burberry), and black and red combinations might bring to mind sensuality (Victorias Secret). Color undoubtedly plays a role in marketing both in-store and through digital channels . So selecting the appropriate color that aptly reflects a brands value is central in relation to its ability to build a personal connection.
Shades that appeal to women might be different from those that appeal to men, and a younger audience might be more accepting of a given color than an older one. As with everything in branding, you cant understand what the most effective use of color will be until you understand your customers first.