Is Color Theory Relevant in Branding and Web Design?

Tuesday, February 6, 2018

The psychology of color and how it can persuade a person to like a brand is one of the most exciting and controversy-ridded aspects of marketing.

Branding and color are believed to harbor a unique and symbiotic relationship that goes beyond merely marketing a product. Many think how a product looks has an impact on consumer habits.

Color psychology is a profound topic to marketers today, notably because neuroscience says we, humans, are preset to appreciate specific color themes. It isn’t a surprise, therefore, when a topic on the same dominates today’s conversations with hunches and anecdotal evidence as the marketer’s point of persuasion.

Studies show that color and branding and how the two are fused together can make it easy for consumers to recognize a company quickly. Of course, every branding attempt is to make the business stand-out and leave a reputation that lasts in the minds of the audience out there. That’s why whenever a color is selected to represent a given brand, lots of work, time and money is channeled into the venture.

Why Color?

Every marketer dreams to have the best persuasion skills and since color relates to persuasion, they’ll readily want it. Tone communicates subtle messages that even the logo can’t, and you can test yourself through Nfinity Web Solutions’ choice of color and logo, for instance. Color can increase consumer’s appetite, soothe mood, reduce any anxiety and make them feel appreciated.

Color theory, therefore, acts as a simple way of appealing to a consumer and influencing his/her choice. Essentially, color serves as a sort of manipulation that is easily and readily available, and the marketer will use without too much effort. Research even supports the same, as it shows that color theory can affect the behavior of a consumer, a factor that inherently affects choices and considerations of a client.

Is it reasonable to utilize color as a technique of playing with a person’s experiences?

Well, yes. But as much as it is useful, it isn’t by any means a universal factor and can’t be naturally used to elicit emotional responses. However, it often allows for a wider pattern to be discovered beneath the power in color perception. It isn’t a surprise, therefore, why as much as 90% of snap judgments made after analyzing products and companies is based on color only!

On how consumers perceive a given color, a lot of things are taken into consideration, including their age, societal and socio-economic status, culture, job or occupation, location, family status among other factors.

Where to use your preferred color

Where the color is used, apart from on the logo, matters a lot too. It can be the website’s central theme, on its Call-to-action or sometimes on the merchandise page. This is evident from how Fortune 500 companies use it or even startups like Nfinity Web Solutions – primarily a single color or two on their logos. They definitely know the value of strong brand identity and being unique from the masses. Many of them, over 50% of Fortune 500, choose blue.

Choosing yours too, depends on, not the niche you are located, but your brand personality. Red is boldness, fire or romance, while green is a bit eco-friendly. What this means is, you must know what the color conveys out there. Remember, color is what your clients notice first!

 

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