LEADERSHIP NOW

WHAT YOUR LOGO'S COLOR SAYS ABOUTYOUR COMPANY (INFOGRAPHIC)UNDERSTANDING THE SCIENCE BEHIND COLOR COULD INCREASE

THE EFFECTIVENESS OF YOUR COMPANY'S BRANDING METHODS.

BY RAC H EL G IL LET T

When it comes to identifying your brand, your logo is probablythe first thing your customers will think of.

While honing the narrative and message behind your logo should

of course be your primary concern, research suggests that your

logo’s design--and specifically its colors--have more bearing on

your customers’ opinions than you might think.

Neuroscientist Bevil Conway, who has focused his recent research

almost entirely on the neural machinery behind color, believes the

science behind color processing to be very powerful and

completely underexploited.

“Knowing that humans might ... be hardwired for certain hues

could be a gateway into understanding the neural properties of

emotion,” he told Co.Design earlier this month.

The implications of color’s effect on people’s emotions are far

reaching, and understanding your customers’ connections to

certain colors could increase the effectiveness of your company’s

branding methods.

According to research complied by web design and marketing

company WebPageFX, people make a subconscious judgment

about a product in less than 90 seconds of viewing, and a majority

of these people base that assessment on color alone. In fact,

almost 85% of consumers cite color as the primary reason they

buy a particular product, and 80% of people believe color

increases brand recognition.

Take a look at WebPageFX's infographic about the psychology of

color to see what each color says to your customers:

REDRed is often associated with the heat of sun and fire and is

considered a high-arousal color, often stimulating people to take

risks, according to color think tank, Pantone. It has also been

shown to stimulate the senses and raise blood pressure, and it may

arouse feelings of power, energy, passion, love, aggression, or

danger.

YELLOWYellow is often associated with the heat of sun and fire and is

considered a high-arousal color. It may stimulate feelings of

optimism and hope or cowardice and betrayal.

BLUEBlue is often associated with the coolness of the sea and sky. It has

been shown to calm the senses and lower blood pressure. It may

stimulate feelings of trust, security, order, and cleanliness.

ORANGEOrange is often associated with the heat of sun and fire and is

considered a high-arousal color. It may stimulate feelings of

energy, balance, and warmth.

GREENGreen is often associated with the coolness of leaves. People often

associate it with nature, health, good luck, and jealousy.

PURPLEPurple is generally considered a low-arousal color. It may

stimulate feelings of spirituality, mystery, royalty, or arrogance.

[Image: Flickr user John Morgan]

RAC H E L G IL L E T T

CONTINUE

March 31, 2014 | 5:54 AM

A DD NE W COMME NT S I GN I N