Ever wonder why some logos use certain colors? Also, why does a coffee brand like Starbucks use green as their brand color? How about KFC? Why does it use red instead of blue, or maybe green, or yellow?
For your information, brand colors are a color palette intended to convey personality or the distinctive of a brand. Thus, making a brand more recognizable and well-known can be accomplished by using the appropriate brand colors. Every brand’s main face is its brand color, even before its brand ambassador. Moreover, most brands use certain brand colors to appeal to their target audience. These hues are in charge of leaving a lasting impression of the brands on the target market’s hearts and minds.
Why are they important?
According to research, around 85% of consumers believe colors are the biggest motivator when opting for a product. In addition, around 92% of consumers consider visual identity as the most persuasive marketing factor overall.
Types of brand colors
1. Primary colors
As they are essential to the visual identity of the company, these are the primary colors that are continuously utilized throughout its visual appeal. For example, KFC uses red as its main primary color.
2. Supporting brand colors
These colors are used as a complement to the main brand colors. They are modifiable in accordance with shifting strategies, fashions, or objectives.
Why do companies use brand color?
There are three reasons, which are:
- Psychology relation
The target market of a brand is people. As a result, brand colors help to comprehend and appeal to the psychology of the target audience. The perfect color leaves the right emotional impression on viewers, improving their trust in the brand.
- Convey the brand
When it comes to brand expression, the colors are significantly more powerful than any spokesperson of the brand. The target audience and the brand can communicate non-verbally thanks to the emotions that various colors symbolize.
- Growth in sales
In various cases, it demonstrates that colors increase brand exposure or awareness. There have been studies, nevertheless, that indicates brand color influences consumer purchasing decisions.
The different brand colors
- Red
We have been using the red color to signify our love or even hatred for things. Red does not represent either love or hate on its own. It represents passion and being passionate. Most recognizable companies frequently use Red as the main brand color. Some of the brands that employ the color red in their branding include AirAsia, KFC, LEGO, and YouTube. The red color is associated with some of the most loved brands worldwide.
- Blue
In addition to that, Blue is the enemy of Red. Additionally, this is due to the fact that red and blue are the two most widely used brand colors. Several brands like Facebook, Oreo, Disney, and Twitter use blue as their primary branding hue. Blue is also a symbol of safety, effectiveness, and productivity. Moreover, the usage of blue color is to indicate the security and effectiveness of technology products. In a similar vein, blue is a popular hue in the services sector to signify efficiency and security.
- Green
The term used for going green in business circles is to describe a corporation that seeks to save energy and cut back on pollution. Also, the green brand color represents cleanliness, freshness, and rekindle energy. Moreover, green is a popular hue for organic and agricultural products. Products like Starbucks, Santan, Petronas, and Giant use green color as their brand color.
Sources: Marketing 91