During a study called Impact of Colour in Marketing, a staggering 90% of those surveyed admitting to making a decision based on colour alone! This got us thinking how getting your branding colours right could not be more important.
So, what do you want people to associate with your brand?
Are you luxury and sleek? Perhaps you want to embrace your creative side or show off your passion? Or maybe your audience are young and funky and demand you are too!
This is something that we been up to here at Juicy, although more on that in the new year…watch this space!
So, let’s break these colours down for you!
Orange is often seen as a positive colour – described as cheerful, confident and friendly. Because of this it is used by many ‘cheap and cheerful’ brands.
For example, Easy Jet. Their classic orange and white branding stands out from other, more upmarket aviation brands but has proved a hit with a broad type of customers.
Amazon are also known for their orange branding, setting them apart as an affordable, yet fun brand – it seems to be working seeing as they hit a net worth of 1 trillion earlier this year. [Time magazine].
From urgency to passion, Red can be used in many different ways.
This is a colour that has had proven success, however, should be used strategically too. In the world around us it is often associated with stopping, danger and urgency and therefore, also used for ‘SALES” too, meaning to use red in branding needs to be executed with caution.
That said, did you know that red is also known to increase appetite – hence why it is used in fast food branding so often. Pizza Hut, Dominoes, McDonalds, KFC and even good old Wimpy all use red within their brand…coincidence?
We think not!
A playful and exciting colour once deemed strictly feminine has made its way into more branding over the past 10 years. Often, Pink is used to show the youthful and bold nature of a brand too.
Brands such as Barbie, Cosmopolitan and Hello Kitty all use pink in an attempt to show femininity. On the other hand, InDesign, LG and BBC iPlayer all have embraced the rose hue to stand out as much as possible showing a youthful energy as they seek to reach younger audiences.
Often associated with brands who are Creative, Imaginative and Wise – well that’s a great combination!
Possibly the most known brand to use Purple in its branding is Cadbury – who has been using it since 1914 and even entered a legal battle to protect its use of Pantone 2685C back in 2012. The Pantone is now a registered Trade Mark showing the strength of colour in brand recognition.
At Juicy we are Hotel Chocolate fans these days not Cadbury!
Good old safe blue!
When surveyed, over 50% of men said blue was a preferred colour when it came to buying from brands [Hubspot]. Blue is associated with trust, strength and dependability, so it’s no wonder that the colour has been used by a number of top technology brands.
Large businesses such as Dell, WordPress, Samsung, Skype and Barclays all use blue throughout their branding – promoting a sense of trust and safety that helps boost client relationships and increases spending too.
Signalling growth, health and peace, green is a popular choice for brands – particularly those linked to leisure activities and health related too. Green is a colour also used by brands as an alternative to black giving a pop of colour, but still showing sophistication.
For example, Land Rovers are primarily used for tough outdoor conditions, however, they don’t want to be seen as cheap hence the use of green. Similarly, John Deere uses green to align themselves with their heavy duty work but still link them to the nature and the peaceful outside.
Add Holland & Barrett into the mix with their vitamins and and health products, and you see the pattern!
The majority of high end brands are in favour of black, which is a colour that is known for sophistication, luxury and power.
We don’t quite think that Rolls Royce logo would have made the same impact in purple, do you?
That said, combining black with another colour can also prove to be a good design choice, but needs to be done carefully. When paired with Gold, Silver or White the essence of luxury is still there.
However paired with Yellow you could end up being compared to a bumble bee, great if you’re selling honey, not so much luxury handbags.
Now, we know that’s a lot to take in and there are exception to the rule I’m sure.
So to help you, we’ve created had a handy, downloadable chart to help!
You can download it here for FREE!
Want to talk more about colours, branding and marketing – with a good cup of coffee of course?
Just give us a call and let’s talk colours for your next project!
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