MARKETING BRAND SPECIAL What Your Logo's Color Says
About Your Company (Infographic)
Understanding the science behind
color could increase the effectiveness of your company's branding methods.
When it comes to identifying your
brand, your logo is probably the first thing your customers will think of.
While honing the narrative and message
behind your logo
should of course be your primary concern, research suggests that your logo’s
design--and specifically its colors--have more bearing on your customers’
opinions than you might think.
Neuroscientist
Bevil Conway, who has focused his
recent research almost entirely on the neural machinery behind color, believes
the science behind color processing to be very powerful and completely
underexploited.
“Knowing
that humans might ... be hardwired for certain hues could be a gateway into
understanding the neural properties of emotion,” he told Co.Design earlier this month.
The
implications of color’s effect on people’s emotions are far reaching, and
understanding your customers’ connections to certain colors could increase the
effectiveness of your company’s branding methods.
According
to research complied by web design and marketing company WebPageFX, people make a
subconscious judgment about a product in less than 90 seconds of viewing, and a
majority of these people base that assessment on color alone. In fact, almost
85% of consumers cite color as the primary reason
they buy a particular product, and 80% of people believe color increases brand
recognition.
:
Red is often associated with the
heat of sun and fire and is considered a high-arousal color, often stimulating
people to take risks, according to color think tank, Pantone. It has also been
shown to stimulate the senses and raise blood pressure, and it may arouse
feelings of power, energy, passion, love, aggression, or danger.
Yellow is often associated with the
heat of sun and fire and is considered a high-arousal color. It may stimulate
feelings of optimism and hope or cowardice and betrayal.
Blue is often associated with the
coolness of the sea and sky. It has been shown to calm the senses and lower
blood pressure. It may stimulate feelings of trust, security, order, and
cleanliness.
Orange is often associated with the
heat of sun and fire and is considered a high-arousal color. It may stimulate
feelings of energy, balance, and warmth.
Green is often associated with the
coolness of leaves. People often associate it with nature, health, good luck,
and jealousy.
Purple is generally considered a
low-arousal color. It may stimulate feelings of spirituality, mystery, royalty,
or arrogance.
Rachel Gillett is a multimedia
journalist and editorial assistant for FastCompany.com’s Leadership section.
Her work has been featured on PopPhoto.com, AOL.com, and elsewhere. She
currently lives in Jersey City and enjoys contributing to the vibrant arts and
crafting scene there
http://www.fastcompany.com/3028378/leadership-now/what-your-logos-color-says-about-your-company-infographic?partner=newslett
No comments:
Post a Comment