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How Colors Influence Human Perception About Different Brands?

by Sristhi Agarwal


Do you know Charles Lewis Tiffany (Tiffany & Co.) selected Robin's egg shade for his first catalog of jewelry and later the color (that has it's own Pantone shade '1837') was trademarked in 1998 for the brand?  

Telling the company's life story in the very first interaction between a brand and a consumer is not possible, but colors can do wonders. It can help in the memorability of the brand, strengthening its identity and bringing out its coherent voice.

Let's consider another example.

Wendy's, McDonald's, Pizza Hut. These are some of the most popular fast-food chains that use red color and may couple it with yellow and orange. You don't think it's a coincidence, do you? Red is a color of strong emotion, and yellow and orange just make you hungrier. Brands practice color theory and work on color psychology before they market their products. 

With mountains of evidence stating how brand colors work lets quickly understand what color psychology is and how it influences human perception. 

What Is Color Psychology?

As per Colorcom, "A consumer makes a judgment on a product within 90 seconds of seeing it, and 62-90% of the analysis is based on brand color"

Color psychology is the influence of colors on human behavior. Color incites emotions and impacts buying decisions. To answer why is difficult though. You may prefer some color over others or like certain colors based on external factors such as gender, value, upbringing, etc. Some human perceptions may even go beyond color psychology and the generic information you know about them.

The sensory perception of color influences a human response towards a brand. Weak color tones, strong contrasts, complex color patterns, and monochrome harmonies can be unsettling. Thus, choosing the right color for your brand is of utmost importance. 

How To Choose The Perfect Color For Your Brand?

There is no right formula to pick the right color, and ascribing to some rules is not wise. There is a huge pool of colors, and choosing the right shade can be tricky and mind-boggling. However, you can go by first determining what your brand stands for, i.e., what its purpose is, and what the personality of your brand is. As said earlier, your customer cannot know your brand's metamorphosis in just one interaction; there has to be various touch-points in the customer journey and colors play a crucial role in delivering a positive experience to the customers. 

At the most fundamental level, you can think of your company as a person and the USPs of your company as distinct personality traits. The selection of color for your brand then becomes easier as you want to choose one that well acknowledges your existence as a company and depicts a visual story to the target audience. As much as choosing the right shade for your brand is important, it is also equally important to make other factors and variables like font style and design in consistency with the color you choose. 

For example, yellow evokes the feeling of optimism and cheerfulness, but too much yellow in the font or thick yellow fonts could give an impression of shabby and anxiety. You wouldn't want to do that.

Also, an important thing to keep in mind is that if you want to be playful around with multiple colors (whether analogous or contrasting colors), you got to be very accurate in choosing the ones that connect well with the theme and intricacies of the designs so that it doesn't appear asymmetrical with your brand purpose. For someone who wants to go with a single color, the hard part is already over. 

Different Color Schemes To Look Upon 

Choosing the right color for your brand can be as hectic as choosing the right name. It all comes down to how well you know your brand before your employees and customers do. You should be aware of various color schemes like monochromatic, analogous, complementary, and triadic, which will ease your process by leaps and bounds. Explore each color scheme precisely and see what goes synonymous with your brand. 

Well, choosing the right shade is not a cakewalk, and maintaining consistency is the key to acing your brand game. So make sure you go with the one, which well sets the mood and tone of your brand and leaves an indelible mark in your customer's minds.