How Color and Brand Image Affect Consumer

Purchase Tendency

They say not to judge a book by its cover, but when it comes to branding, the cover is the

most important feature. The visual appearance of your brand and your product is the most

basic and among the most import aspects to ensuring your business’s success. This is

because the brand image is the first thing a customer will notice about your product and

will determine how they view your company as a whole. The logo and packaging are the

showcase to your brand and it is important not to overlook any details in the design

process. Color in particular, has tremendous effects on the brand’s overall image. This is

because color has the ability to subconsciously affect a consumer’s opinion of the brand.

Different colors have different meanings and connotations behind them. For example,

the color red creates energy and is associated with excitement and can physically

raise blood pressure and heart rate. Other colors such as blue cause the body to

produce calming chemicals and promotes trust in consumers. Green is associated

with nature as well as growth and money. Many banks choose to use green or blue

in their brand image, such as TD and RBC. White is associated with cleanliness,

which is why many hygiene products choose to incorporate this color, such as Dove.

When the consumer subconsciously draws these ideas about the product, they make

connections between the brand and the values the company portrays. This

establishes customer loyalty and a relationship between the customer and brand.

Research suggests that 93% of shoppers base their decision on whether or not to

buy a product based on the appearance of the company logo, brand or product

packaging. Furthermore, color can increase brand recognition up to 80% and that is

very important point to consider for eCommerce website design. Think of McDonald’s

— one of the world’s most internationally recognized brand. The first thing that comes

to mind is the red and yellow golden arches. Another company, FedEx uses orange

and purple for their air deliveries as well as orange and green for their land deliveries.

A memorable logo, creates a memorable brand.

Any time a customer makes a product selection, odds are it will be based on

appearance. Appearance is what sets your brand apart from the competition. It’s all

about choosing the best colors, images and overall theme to suite the target market.

References:

https://precisionintermedia.com/color

http://www.colormatters.com/color-and-marketing/color-and-branding

https://www.imediadesigns.ca/2015/09/23/how-colour-and-brand-image/