16 Ways Color Affects Your Branding and Marketing

  • Jun 20, 2024

Substantial research shows why color matters in branding and how it plays an important role in how we experience marketing. These 16 facts give you a glimpse into how you can use color to your advantage in branding and marketing your company.

  1. Up to 90% of judgment of a brand can be based on color alone
  2. It is estimated that brand recognition increases by 80% with color

  1. 30% of the brands on the Forbes list of the 100 most valuable brands use red
  2. 35% of the 100 most valuable brands use blue
  3. 23% of the 100 most valuable brands use black and white or have no set color scheme
  4. 20% of the 100 most valuable brands use yellow or gold
  5. 51% of the 100 most valuable brands use one color only

  1. 27% of the 100 most valuable brands use two colors
  2. Only one of the 100 most valuable brands uses purple
  3. Studies have shown that ads in color are read 42% more than the same ads in black and white
  4. Our brains are programmed to respond to color; we stop at red traffic lights and signs, yield at yellow and go for green

  1. Research reveals people make a subconscious judgment about a product within 90 seconds of initial viewing and that between 62% and 90% of that assessment is based on color alone
  2. Women list purple as a top-tier color while men do not
  3. Blue is popular among both men and women
  4. 85% of shoppers place color as a primary reason for why they buy a particular product
  5. Each color has its own energy:
    • Yellow – Optimistic and youthful, often used to grab attention of window shoppers
    • Red – Energy, increases heart rate, creates urgency, often seen in clearance sales
    • Blue – Creates the sensation of trust and security, often seen with banks and businesses
    • Green – Associated with wealth and nature, the easiest color for the eyes to process, used in stores to relax

    • Orange – Aggressive, creates a call to action
    • Pink – Romantic and feminine, used to market products to women and young girls
    • Black – Powerful and sleek, used to market luxury products
    • Purple – Used to soothe and calm, often seen in beauty and anti-aging products

We’re certainly feeling energetic! What is the reasoning behind your brand’s color scheme? Do you think it matches up with the energy listed above? Look over this list and take some time to think about whether your brand is as good as it could be.

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