So, you have seen a logo on the street but let me ask you, what element of the logo captured your attention? For sure, aside from the text, the colour of the logo would be your answer. In fact, colour is often considered as one of the most interesting aspect of visual identity or branding.
According to the study, ‘Impact of colour on marketing’, 90% of the judgements made by people about products are based on the colour used. Nevertheless, it still depends on what kind of product it is. On the other hand, according to another study, the researchers discovered that the relationship between the colour and the brands centers about how appropriate the colour used is for the brand or the product that is being sold. This only goes to show that brands should choose the colours that they would be using for their logo design carefully for people, especially their target customers to perceive it positively.
Now, according to ‘Exciting red and competent blue’ study, the intent of a customer to purchase from a brand is greatly affected by the colours since just like what was mentioned before, colours are capable of affecting how a person perceives a brand. So, if a company aims to offer cool products, then there is a need for them to choose colours that are capable of emitting ‘coolness’ on their brand. That way, their customers would be encouraged to buy from them. Of course, brands should also choose a graphic design with a colour that distinguishes or differentiates them from their competitors or else, they would just be like any other company out there. So, use that to in choosing a colour that makes you look superior to your competitors.
In addition to that, little do some brands know that their choice of colours also has an effect on how their brand engages with their customers. After all, colours are capable of expressing the values and the unique attributes of your brand. So, for brands, instead of just focusing on the words, numbers, shapes and symbols to be included in their logo design, they should also focus on choosing the right combination of colours for it is often the one that people remembers the most. In other words, the colours that the brand uses can either increase or decrease the level of recognition that they are getting from their target customers.
As a brand, do you have a message that you wanted to convey to your customers through your graphic design? If you do, then you can communicate or convey it through colours. After all, colours these days have different symbolisms. For example, the colour yellow symbolizes happiness while the colour red symbolizes love. So, in case you are offering products for couples or you wanted to convey your burning passion for your craft, then choosing colour red may be a great option on your part. With that, we can therefore conclude that colours indeed plays an important role in a brand’s visual identity.