Branding is one of the most important issues relating to colour perception and the area where many articles on this subject run into problems.
There have been numerous attempts to classify consumer responses to different individual colours but the truth of the matter is that colour is too dependent on personal experiences to be universally translated to specific feelings.
But there are broader messaging patterns to be found in colour perceptions. For instance, colours play a fairly substantial role in purchases and branding.
In an appropriately titled study called Impact of Color in Marketing, researchers found that up to 90% of snap judgments made about products can be based on colour alone (depending on the product).
Additional studies have revealed that our brains prefer recognizable brands, which makes colour incredibly important when creating a brand identity. It is of paramount importance for new brands to specifically target logo colours that ensure differentiation from entrenched competitors (if the competition all uses blue, you’ll stand out by using purple).
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