We are taught at a young age not to judge a book by its cover and that we shouldn’t be fooled by pretty typefaces, colors, or a few clique words. But despite being told this from age six, why is it that it still works on us every time? Well, studies have found that shape and color tend to manipulate brand perceptions and willingness to buy among consumers. Now, that’s not to say that companies tank when their logo is a musty yellow and companies flourish when they have a vivid red image, but experts have found that the colors companies use says something about their brand.
This color theory may sound like it’s made up, however based on field research, it has been known to hold some truth. Psychologists have found that the human brain automatically pairs specific colors with particular emotions upon immediate viewing. Green logos tend to convey organic growth, the earth, or feelings of caring. In turn, black disseminates feelings of sophistication, authority, or seduction.
Similar research has found that 93% of purchasing judgment is based upon the visual perceptions of the logo, product, packaging, etc. In fact, almost 85% of consumers list color as one of their main reasons for buying a particular product. And in addition, 80% of people believe color increases brand recognition. What do these statistics mean? Judging a book by its cover may be something that has never gone out of style. Now, this isn’t to say that if you want your company to embody the earth and natural elements, your logo must be an earth tone green, however it is likely that more people will remember your company if the logo is a visual representation of what your brand stands for.
Companies only have a few seconds to capture an audience with their brand’s logo. It is crucial that they make a memorable first impression, and it may just be that color choice is a part of the perfect recipe.
Not convinced yet? Check out the Infographic below to see the proof.