The role of color in branding


Colors play a huge role in how customers identify with and relate to brands. For some brands, their logo and marketing colors are just as iconic as the logo itself. Don’t believe us? Adweek recently took 22 famous brand logos and switched their colors with their competitors—the results are slightly unnerving. While the use of color in branding is not a new concept, technology and the shift to a digital world is giving brands more strategic and complex ways to better connect with consumers and create authentic brand personalities through color. Below are 3 ways color is playing a role in today’s brand environment:

1. Color builds character

Choosing a color for your brand can align with your organizations character. Is your brand’s character sophisticated or funky? Serious of humorous? Your tone of voice and personality are important to build how customers’ view your brand, and the colors you choose can play up that personality. For instance, the color red is known to represent extroversion, confidence and energy.

Brand color goes beyond so much more than just the logo color. While Tiffany blue is one of the world’s most recognized brand colors, their logo is actually a serif type of their name in black. A brand’s color should represent the character and personality of a company as a whole.

2. Color is guides emotions

Choosing the colors that will represent your brand should go far beyond personal preferences of the management. Choosing these colors should be a strategic process based off what you want your customers to feel towards your brand. When coloring your brand, it is okay to let emotions guide your decisions, as your brand should represent what your customers feel about you.

That being said, stay true to the brand character you are trying to represent when choosing your colors. Maybe you’re leaning toward green but you’re afraid of the money-hungry connotations behind the color. However, the color green can also represent peacefulness and healthiness; so don’t let negative implications drive the experience.

3. Color supports additional branding tactics

Color is an effective tool for branding, but don’t forget the other tools that should be supporting your color. Name, symbols, imagery and graphic elements all play into your brand personality. Coca-cola is known for their classic red color, which can be identified on shelves and stores everywhere, but they are also known for their distinct typography, their unique bottle shape and their polar bear mascot. Along with the red color, customers also identify with these elements.

Color plays a huge role in brand development and personalities. Studies have revealed that our brains prefer recognizable brands, which means color is extremely important when creating an identity. What are some of the most recognizable brands and their colors that you can think of? John Deere green, Coca-cola red, T-Mobile’s magenta, UPS brown. We would love to help you incorporate color into your branding and marketing to help create your unique identity.

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