How Do Colors Impact The Perception of Your Brand?

Color is always a fascinating topic, and the infographics we’ve shared have been the most popular on Martech Zone. Color preferences by gender, logo colors, complementary colors, and whether or not colors impact sales have all been infographics we’ve run. This infographic provides a different perspective… what colors say about your brand.

The most prominent brands in the world are defined by their colors. Think of McDonald’s golden arches, the name Jet Blue, and UPS’ slogan, What can Brown do for you? These companies, and many others, strategically use colors in their logo, website, and product to appeal to customers.


Color is critical when it comes to branding. Color is the first thing a consumer will notice about your logo, and while it costs your company next to nothing to choose a color, making the wrong decision could cost your company in the long run.

Brand and Color Statistics

Consumers are acutely aware of whether or not a brand and logo color connect with them. A study of the world’s top 100 brands, determined by brand value, revealed some interesting insights into their color choices:

Color is a powerful tool in sales, marketing, and online technology. It’s not just about aesthetics; it can significantly influence consumer behavior and purchasing decisions. Studies have shown that a product’s color influences 60 to 80 percent of a customer’s purchasing decision, making it a crucial aspect of branding and marketing strategies.

Color is more than just a visual element; it’s a language that communicates with consumers subconsciously. Here are some key points to consider:

  1. First Impressions: Color is often the first thing a consumer will notice about your logo or product. It’s essential to make a memorable and positive first impression.
  2. Consumer Connection: Consumers are acutely aware of whether or not a brand’s color connects with them. It’s about creating an emotional bond with your audience.
  3. Influence on Decision-Making: The color of your branding elements can make or break a product. Choosing the right colors can lead to higher conversion rates and increased sales.

Integrating your brand colors consistently across all your touchpoints, including your logo, landing page, product packaging, and more, can profoundly impact your business’s success. Every color elicits a unique response from consumers. Here’s a breakdown of some key colors and the emotions they evoke:

Warm Colors:

Warm colors are associated with energy and passion. They include:

  • Red: This color is aggressive, energetic, and attention-grabbing. It can increase heart rates and activate the pituitary gland. It’s often used in industries like food and technology.
  • Purple: Purple represents royalty, sophistication, nostalgia, and mystery. It’s a versatile color that can appeal to a sense of elegance. However, it might not be suitable for all product types.
  • Orange: Orange combines the brightness of yellow with the boldness of red. It’s a vibrant and playful color, ideal for products that want to exude vitality and fun.

Cold Colors:

Cold colors convey calmness and security. They include:

  • Blue: Blue is trustworthy, dependable, and secure. It’s one of the most popular choices for branding because it puts people at ease and reminds them of the sky and ocean.
  • Green: Green is synonymous with health, wealth, and serenity. The shade of green can vary, with deeper greens associated with affluence and lighter greens with tranquility.
  • Brown: Brown represents earthy simplicity, strength, and durability. However, it can also remind people of dirt, so using it carefully in branding is essential.
  • Black: Black signifies prestige, value, timelessness, and sophistication. Companies with high-end or luxury products often choose it.
  • White: White symbolizes purity, cleanliness, and softness. It’s a popular choice for health care and child-related businesses due to its associations with purity and cleanliness.

The choice of colors in sales, marketing, and online technology is not arbitrary; it’s a strategic decision that can significantly impact consumer behavior and brand perception. Understanding the psychological and emotional responses that different colors evoke can help businesses make informed choices in their branding and marketing efforts, ultimately leading to greater success in the competitive marketplace.

Exit mobile version