The impact of colors on brand perception

Colors play an important role in every person’s life. They influence decision-making and well-being – they can add energy or put you in a depressing mood. The choice of color in an advertising message has a significant impact on its reception. It allows you to control the reactions of recipients, for example, by provoking them to buy a given service or product.

Some time ago, it was scientifically proven that colors influence human behavior, and this knowledge quickly began to be used in marketing and advertising. Colors, right next to shapes, are the first stimuli that people receive, and as we know, the purchase decision made by the consumer is made within a few seconds of coming into contact with the offer. Properly selected colors therefore have an impact on attracting new customers, which is why it is worth getting to know the effect of individual colors on human senses before planning a marketing strategy.

Introducing a brand to the market is not easy. It involves detailed planning of every aspect of its activity, including the colors with which the brand will be identified.

The colours used by a company should be a well-thought-out issue. The psychological meaning of colours and their role in a given culture should be taken into account (for example – where white is associated with purity, in other cultures it may be associated with death. And vice versa – black, often associated with death in our cultures, symbolises life in another corner of the world). The way colours are combined should also be taken into account – what looks good up close may be illegible from a distance.

How does it look in practice?

Red

A bright, emotionally intense colour. Often used in the form of flashy slogans informing about promotions or discounts – it attracts attention and catches the eye. It is a symbol of love, action, energy, but also danger. The most famous brands using this colour include Coca-Cola, Media Markt, H&M, and Red Bull.

Green

Associated with harmony and freshness. A colour strongly associated with safety and nature. In advertising, it is often used to promote ecological products and those from the medical industry.

Blue

A cold colour, evoking the impression of distance and depth. Like green, it is associated with freshness and cleanliness. It is perfect for promoting hygiene products such as toothpaste, perfumes or cosmetics. (Oral-B, Bella)

Yellow

A colour that attracts attention. Associated with joy, optimism, warmth, sun. In the mind of the marketer, it is to arouse joy in the potential buyer and the conviction that the presented product will guarantee it.

Which companies should avoid using this colour? There are different schools of thought, but one of them says that these are companies related to food production, because the colour yellow can arouse negative connotations with – let’s call it – physiological processes.

Black

Colours can be interpreted in two ways – negatively and positively. This is also the case with the colour black. On the one hand, in Christian circles, it is associated with mourning and sadness, and on the other – with prestige and elegance, luxury and modernity.

Orange

It defines joy, creativity and vitality. It is also associated with youth and enthusiasm. Often used by companies dealing with entertainment, or those whose largest group of customers are young people. (Orange, Allegro)

Colour is a powerful psychological tool that not everyone is aware of. Knowledge of symbolism contributes to better design of logos and visual identification systems of companies. It is not without reason that brands decide on specific colours. According to research, 90 seconds is enough for a consumer to form an opinion about a given product. It consists of many factors, including colour, which is the first thing the human brain registers. That is why the right choice of colour for a given brand is so important.