Color psychology has been a major proponent in marketing and branding theory for some time, but is still largely ignored by small start-up companies or persons who are unaware of this valuable marketing tool. At Spark Branding Co., founded in Fresno, California, we focus on integrating this useful device in our branding, logo design and web design to ensure that our clients’ company message stands out clear as day and attract customers. But what is color psychology and why is it relevant to you as a business owner or company?
With the drastic increase in brands and products, making your own company stand out has become a challenge. Much attention has been given to marketing psychology over the past few decades in an attempt to overcome this problem and one interesting aspect of how people perceive branding has come to light and been the focus of many studies in the past few years. Color psychology grew in popularity and now forms a staple for the marketing campaigns and branding of all major companies. Many academic articles boast of findings where color has been proven to increase or decrease appetite, make one brand preferable over another, and alter consumer behavior in general. The findings of these studies have all come to the same conclusion; color has the power to control the way consumers relate to certain brands.
This has to do with cognitive association and visual language. Majority of people have the same reaction to the same color, and this is what the theory is based on. Yellow has a warm, exciting and active association which makes it the perfect color for Ferrari or Nikon. In contrast to this, white represents professionalism, purity and calm, making it the chosen color for Apple and Cartoon Network. Purple, which is a feature with Cadbury and Hallmark, shows a creative, intuitive and mystical aspect. Coca-Cola and Virgin Active opted for red because of its association with being bold, powerful and enthusiastic. Green represents nature, growth and health, as seen in the branding for BP and Animal Planet and blue represents strength, loyalty and trust, as seen with Oral B and Ford. The best way to envision what a color does for a brand is to think of popular companies and what the strive for in their business, and to compare these virtues with the company’s associated colors.
These examples are relatable and comprehensive. Spark Branding Co.’s mission is to bring our knowledge of this system of semantics to our clients when creating the perfect brand, logo or website for them. We have an intricate understanding of how this visual language works and know how to utilize it to your advantage. Take our brand’s logo as an example. Black on white, it stands for professionalism, balance, cleanliness and intelligence. These are the ideals we carry in all our branding, logo design and web design.
The importance of color in branding and marketing should never be overlooked, and at Spark Branding Co., we put color back into branding, logo design and web design.