Color marketing: how to choose brand colors and what do they affect?

Have you heard that the color of the product affects 60-80% of the decision to buy/not to buy? What does it mean? Choosing the right color for your logo or website will not only strengthen the shopper’s association with your brand, but also have a significant impact on sales.

Marketers need to know this information because a successful logo that conveys a message to the customer in the right color strengthens the brand and allows the company to grow.

All colors are conventionally divided into cold and warm. Warm is associated with energy and drive. And the cold ones associated with safety and tranquility. The choice of color depends on what you want to convey to the client using the logo or website.

Let’s go over the main palette in more detail:

  1. Red – passion, energy, desire, delight, good looks. Remember Lego, M-Video, Eldorado, YouTube, Coca-Cola and Toyota.
  2. Purple – luxury, elegance, the world of the elite, mystery. We remember Crown Royal, Welch’s, Cadbury.
  3. Blue – confidence, security, trust. Think of Oral-b, Skype, Walmart, Ford and Facebook.
  4. Green – freshness, safety, calmness, well-being, attraction, generosity. We remember Android and Starbucks.
  5. Yellow – positive, optimistic, creative. We remember Mcdonald’s, National Geographic, Euroset, Ikea.
  6. Orange – energy of red + optimism of yellow, friendliness, fun, creativity. Think back to Amazon, Harley Davidson, and Fanta.

As a reminder, it is not necessary to use one color in a logo. If you want to use it to convey to the future client, for example, a message of luxury and inaccessibility, as well as wealth, use a combination of purple and gold. Or, for example, security plus desire is a combination of blue and red. Don’t underestimate the value of colors, apply this information to your work.