Successful companies know the value of using the right colors for their brand and marketing programs. It is important to know and understand what a color represents in a culture. Different combination of colors on similar products, can lead to one being more successful than the other. It’s essential for color combination decisions to be based on research showing the impact of colors on a desired market. In many ways, this is as important as any design concept.
According to an article in Entrepreneur Magazine, “Choosing the right dominant color for your brand is crucial. This color should appear on all your promotional materials, including your logo and product packaging. As much as possible, the color you choose should set you apart, work with your industry and image, and tie to your brand promise.”
There are many artists who realize the special ways colors communicate feeling and attitudes. It is common for people who to have a favorite color. It will represent the moods they want to surround them. A person may like blue because it relaxes them. Seeing blue will lower their blood pressure and provide a more steady heart rate. Color combinations also are known to influence what a person is feeling. Some individuals may not care for blue or yellow. When the two colors are combined to create green, these same individuals may react to it in a positive way.
Colors are interpreted differently from one culture to the next. This is important to understand for any company doing business on an international basis. In some oriental cultures, the color purple is associated with being in mourning. Purple in some western cultures represents royalty or wealth. In China, red is a color associated with good luck. In India, red represents purity. In South Africa, red is the color of mourning. Yellow in some western cultures represents having hope or being a coward. In Japan, yellow is associated with courage. In Egypt, yellow is the color of mourning.
Age Impacts Color Influence
According to the book “Color Psychology and Color Therapy,” men and women seem to prefer the colors blue and red during their entire life. When a child is young, the color yellow is often preferred. As a child gets older, the color yellow has less influence. It is common for a person to prefer colors such as purple, blue and green as they mature. Effectively marketing products to young children may involve incorporating the color yellow. A color scheme that involves blue, purple or green may improve the appeal of products designed for older individuals.
There are colors that people do associate with certain traits. Many individuals associate the color brown with being rugged and part of the outdoors. Understanding the association of colors is essential for branding success. It’s important for a company to choose colors for their brand that will appeal to a target audience. A specific color can be used for a background, another for a base and then one to accent images. Some companies have experienced significant increases in profits by changing the colors schemes associated with their brand.