Why Color Matters

Your Brand Color Matters

Color matters when informing your design decisions. When starting a new logo and branding project, this is your opportunity to strategize around this right from the beginning. With established brands, they have colors that are pre-established and consistent with their branding guidelines. Branding guidelines are standards that are written and illustrated to keep branding consistent on all materials. Some people may think this is putting a lot of attention and weight into a smaller detail, but a ton of time and money is spent in marketing research and executed strategy around color psychology. The colors you choose for your logo, website, collateral, advertisements, products and even product color names has been found to effect people’s purchasing decisions. It is not a random selection that goes into great marketing when it comes to color and it does shape how people will respond to your brand. 

People often make a decision to buy based on color alone. It has been shown to impact things like moods, reducing the impact of waiting time, increasing or decreasing appetites, and a variety of other experiences including your brand. Color executed in your design has been shown to either influence your customer’s feelings positively or negatively. Is this something you or your marketing team is taking into consideration or are you falling short? Design is more than just making something beautiful. Consider the impact color is having throughout all the ways in which people encounter your company.  Is your brand well-thought out and cohesive across all touch-points? Is it sending people to your competitor, or encouraging them to choose you?

Decisions to purchase, or not to purchase, are usually made within the first couple minutes, sometimes seconds. As mentioned, even the names of colors are a carefully planned and executed process. Think about clothing names, nail polish brands and other cosmetic products, paint colors, etc. Endless hours are spent researching customer purchasing and behavior patterns and using that data to craft names for each of those colors. We have learned that “fancier” names significantly impact how a product is perceived. Do you see candles that are just labeled white? No…you don’t. It will be named something more exciting like winter frost or fallen snow, for example. Which would you rather have? Product names that are unusual encourage customers to think longer and take a deeper look into possible differences that the more ambiguous names may suggest.

Color is only one element that great design needs to consider, but it is something that should play into the equation. Simple A/B testing could do the trick. One week you could have a red call to action button on your home page banner and the next week it could be green. Keep in mind that you should only change one element at a time when tracking noticeable differences or your results will not be able to be accurately recorded and tied to that specific change. Did people respond differently to the two colors? Did you notice an increase or decrease in sales? Testing like that can help you establish ideas about what your target customers will respond to. If you don’t know where to start, the team at 10twelve can help you with your logo and branding process. We can also advise wherever you are in your process and strategize around growing your business. View our work here. Let’s get started today!