Be Cognizant of Color: How Color Psychology Impacts Your Brand

October 4, 2016


One of the most important elements of your brand is its visual look; your customers are going to identify you by your logo. However, before creating the look of your brand, you need to understand how the psychology of color works. Color has been known to have a powerful psychological impact on people’s behavior and decisions.


But the question is, how important are colors in branding?


Short answer; extremely crucial. Research has shown that 93% of shoppers will look at the visual appearance of your company’s logo, website, etc. and then decide whether or not to make a purchase from you. A staggering, almost 85% claim color to be their primary reason for purchase! As you can see, it’s important to be cognizant of your color choices because it will help you to gain more prospects & eventually turn them into your loyal advocates.

You don’t want to just pick any random color when it comes to designing your company’s logo or website design! If you’re opening a posh yoga studio, you probably don’t want to use a color like red. The color red is also linked with your appetite, which is why many fast food restaurants make use of the color in their logos and branding. Drive past McDonald's or KFC, and you’ll see what I mean.


It’s important to think of what the colors mean to your customers, but I think it’s also key to think about what you love and are drawn too. In most cases, clients I work with have similar interests and lifestyles as their customers. So I urge you let what makes you ‘you’ shape your brand styling.


When I was designing the Charisma Communications branding, I knew from day 1 that I wanted to use my favorite color in the whole wide world-purple. It just so happened that from a color psychology standpoint, purple is linked to respect, wisdom, and luxury. The color is also said to stimulate creativity & problem solving, so it was even more perfect for me and what I provide for my clientele!

Charisma Communications can help you create a brand that suits your style and draws in customers. I’m here to help you choose the right color and design for your own branding. Click here to learn more!

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