The foundation of brand reputation management services is laid by things as minute as colors and as major as global advertising. Which is to say that in this varied field of marketing and branding, each aspect requests equal attention from you.
And when almost 85% of consumers consider color as the deciding factor when buying a product, you know colors can’t be ignored. So, how exactly can you use colors in your company’s favour to bring in more business?
We are going to talk exactly about it. Let’s take a look at the patterns and statistics of some of the top brands of the world to conclude about colors in branding.
But first, let us know all our whys, see what role colors have to play in the world of marketing and branding.
How do colors affect marketing?
In marketing, some colors are welcomed more than the others. While one is attributed to making the viewer feel assured about the brand, the other may encourage them to make a purchase. Here are some statistics based on the research performed on color psychology in marketing to understand how the two relate.
- With the change in geography, product, and other factors, people’s preference of colors changes. So, the colors that are liked by Americans may or may not be the same as the colors that are popular in India. Hence, if you hire a brand developer in India who performs adequate research on what the audience prefers, you can drive significant change in marketing.
- According to Survey Crest, colors increase brand recognition by as much as 80%. They express emotions, and thus, by using colors that resonate with your brand’s principles and target audience, you can popularize it.
- Within 90 seconds of coming across it, viewers make a subconscious impression of a product or an environment. And 62 to 90 per cent of this assessment is attributed solely to the colors, according to Short stack.
Curious? We have got you covered. This blog on the power of colors in marketing and branding is all you need.
How do colors influence buying decisions?
An experiment on users’ response to colors shows that the red Call to Action buttons outperformed the green ones by 21%. Which is to say that if the important buttons on your website, like Call Us or Buy Now are red in color, a viewer is more likely to click on it.
This study shows that colors directly impact the decision of a user when it comes to making an online purchase.
General observations about brands and colors
Upon studying the brand logos of some influential brands in the world, we found some interesting facts. Since the logo of the brand is a perfect representation of the colors that the brand uses to market itself, they were used as the base of the research.
Here’s some useful information:
- 95% of the brands use one or two colors in their logo.
- 5% brand logos are multicolored: Google and Microsoft being the best examples of those.
- When a brand uses two colors in their logo, they are perceived individually rather than as a color-combination.
- Blue is the most used color, whereas pink, purple, and white come last on the list.
If you’re still wondering how do colors affect marketing and which color represents your brand the best, we have a precise categorization for you.
The color blue is used to personify professionalism and trust. Facebook, Intel, Durex, Oral B: the diversity of businesses using this color shows that it can be used by any business that is targeting to build a professional brand impression.
The color is used to convey reliability, security, calmness, reputability, and responsibility as well.
Yet another favorite of top brands, the color red in marketing works on stimulating and exciting the audience. It induces hunger, shows energy and power. Hence, it is used for brands that want a confident, assertive and attraction-gaining reputation.
H&M, McDonald’s, Ferrari all live up to these traits, don’t you think?
Black, Grey, and Silver- 27%, 7%, & 5%
Black is the symbol of sophistication and exclusivity. Brands that use these colors show that they dominate the market and that they are bold, gorgeous, and definitive.
Whereas grey and silver are used for modernity, minimalism, style, and suave. Here are some famous brands which go by that reputation.
We’ve often been asked, “Why do colors matter to customers?” The simplest answer we have is that they stir up emotions in the viewer. And the best example to go by is the color yellow.
Representing cheerfulness, warmth, and youthfulness, the color yellow is used by brands that want their name to stand out. The color is bright and full of energy, and so are the brand that uses them.
Associated with nature, trust, rejuvenation, and care, the color green is usually found in health brands, environmentalists, and nature-related ventures.
Orange is perceived as a fun-inviting color. It is used for showing warmth and excitement. Representing a friendly brand, it is used by Amazon, Nickelodeon, and MasterCard among others.
Some other colors used by a few brands include brown, pink, and purple. Brown is used by 3% of the world’s popular brands, whereas pink and purple find a place with 2%. The last comes white, which is used by just 1% of the top brands.
Note that the colors of persuasion rank in the same manner. Which is to say, that for Call to Action buttons, headers, and other parts of a webpage, the colors ranked top by brands will work better than colors like brown or white.
Fonts that the leading brands of the world use
“I have enough fonts,” said no designer ever. We could go on and on about fonts, but let’s get the basics right first. So, there are 4 most basic types of fonts.
The Sans typeface is simple, minimalistic, and modern in style. For these reasons, it is also the most used font. Comprising 63% of the total famous brand logos, it got a new user in Google when the company switched from Serif to Sans.
Just as we know how colors affect sales, well, so do fonts. The display fonts are the ones which are very creative. The downside is that they can sometimes be hard to read. But that does not stop big brands from using these fonts, as they give a very distinct appeal to the brand.
Disney, the popular kids’ brand uses a display font, which, one can’t deny, is very attractive to kids. Similarly, a total of 12% of the top brands use display fonts for their logos.
This font style is created to replicate conventional handwriting. So, such fonts are curvy and freestyle in appearance. Following the close, these are used by 11% of the brands.
Serif fonts have feet, meaning that the characters are extended on their tips to create a unique style. Summing up a total of just 8% of the top brand logos, these are the last on the list of famous brand fonts out there but used prominently nonetheless.
37% of the top brands use logos which are font-only. Which is to say that these brands have their name written in their logos in a particular font, with little or no design elements tagging along. Some examples include Cadbury, Disney, Nokia, Prada, and Vimeo. Hence, it is evident that fonts play an important role in defining brands.
Summing it up
As much as you’d want to use the most popular color for your brand, you also have to pause and check if they match with its personality. Thus, while evaluating the identity of your brand, make sure you pick colors that reflect its purpose, nature, and vision the best.
The same goes for fonts. If you have a casual brand that is targeted to an audience that loves something unique and fun, you can experiment with the fonts. On the other hand, for highly professional, corporate, or since brands, that may sound like a bad idea, and so on.
And in the end, make sure that the colors, fonts, and the brand identity all mingle together and sit perfectly in the frame. The more effort you put behind these minute details, the heavier gratification you’ll get for it later on.