Whether you’ve decided to branch out from a company and start your own business, or are launching a game-changing new startup, understanding the impact of colour on consumer behaviour will help your brand become a success.
Research shows that up to 85% of consumers believe colour is the biggest motivator when choosing a particular product, while 92% acknowledge visual appearance as the most persuasive marketing factor overall.
Good thing there’s a method to the colour madness, so in this article, we’re going to help you decide how to choose the right colours for your brand. They say first impressions count. This is especially true when it comes to your brand since your brand colour is likely to be the first thing customers see. Colours elicit emotions and feelings, plus they convey certain information. This enables customers to form an initial impression without even knowing what your product is about. Put simply, brand colours are powerful in helping customers decide whether or not they want to engage.
Brands with great colour schemes didn’t come across them by accident.
Think about the brands you come into contact with every day and how colour plays a role in their visual identity. Coca-Cola is red. Cadbury is purple. Apple is white. Brands like Google play use multiple colours and drive along any highway to glimpse those golden arches.
Where your brand colors should appear?
Once you’ve done the research, found your colour, and created a palette of supporting colours, it’s time to put them into action. Across all your touch-points, make sure your selected colours have the desired effect and will work in a variety of ways.
Here are some places where your brand colours can appear:
Logo
Website and emails
Social media
Advertising
Instore
Stationery
Staff uniforms
Events
Before you commit, test out your colours in one or two formats, like social media or by printing business cards.
Summary
So there we have it, a guide to choosing the right colours for your brand. To recap, remember to:
Embrace colour theory to understand what colours mean
Identify what your brand is about so you can align with relevant colours
Consider your competitors so you don’t look the same
Create and test a colour palette across all brand touch-points
Create brand guidelines so your brand always looks the same.
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