According to brand guru Walter Landor, “products are made in a factory but brands are created in the mind”.
In other words, it’s your brand and not your product that really drives your business’s success. And when consumers have a choice between one similar product and another, only a fraction of their decision is based on objective reasoning like quality and price.
The rest? That comes down to how much they identify with your brand.
But how can you tell what your brand represents and what does all this have to do with colours? These are the questions we’ll answer in this post.
Brands, feelings and the visual experience
Whether we know it or not, when we’re faced with a consumer choice, we’ll ask ourselves questions like:
- How does this brand make me feel?
- Does this brand share my values?
- What will other people think about me buying this brand?
- Do other people I know buy this brand?
And what signifies your brand’s values, target market and personality to potential buyers? It’s visual identity.
Your brand’s ‘visual experience’ drives 93% of purchase decisions. And 62-90% of a person’s judgement about the visual aspects of a brand is driven by colour. Which means decoding the psychology of colours an essential skill for any business owner or marketer.
Choosing the right colours for your brand
Colours can inspire action, stir emotion and build connection. But they all mean and do different things. Which is why we’ve put together the infographic below to give you some guidance.
It summarises the outcome of years of research into the most common colours used in branding worldwide and tells us what they mean to people in Europe and North America.
Embedded from UKWebHostReview
Author bio: “Jodie is a Conversion Copywriter, Content Strategist and Optimisation Specialist working with bold B2B SaaS and tech brands. Before founding This Copy Sticks, she spent a decade selling the toughest value proposition around and raised £2 million for charities before her 25th birthday. After 10 years in fundraising, she decided to put her words to work helping tech-mad trailblazers grow their businesses.”