Eighty-five percent of consumers cite color as their main reason for buying a particular product,
Your perception of a company is colored by several factors, not the least of which is the color used in the company’s logo, according to an infographic compiled by Canadian plastic card maker Colourfast and as reported by Entrepreneur magazine.
Color has a powerful effect on human behavior and is used to create calming, inspiring and stimulating environments. According to the Colourfast infographic, nearly 85 percent of consumers cite color as their main reason for buying a particular product, while 80 percent believe that color increases brand recognition.
Market research cited by Keysteps Internet Marketing found that, “Impulse shoppers respond best to red-orange, black and royal blue. Shoppers who plan and stick to budgets respond best to pink, teal, light blue, and navy.”
What qualities or attributes do these colors convey?:
Blue (Facebook, Ford, Visa)—Secure, strong, calm, honest, trustworthy
Red (Coca-Cola, Disney, Red Bull)—Love, exciting, action, bold, passionate
Green (Starbucks, Subway)—Growth, natural, caring, fresh, earth
Black (Playboy, Sony, Chanel)—sophistication, luxury, seductive, formal, authority
Yellow (Shell, McDonald’s, BIC)—Logical, playful, optimistic, confident,
Orange (Fanta, Penguin books)—Happy, sociable, friendly, affordable
What are the color preferences of Millionaires? Spectrem Group’s Millionaire Corner asked that very question in 2013. The highest percentage (44 percent) responded, “Blue,” followed by green (16 percent), red (11 percent), purple (9 percent and black (5 percent).
When it comes to company logos, other design factors can have a powerful impact. For example, the Colourfast infographic cites the sweet and playful candy-shaped font employed by Pez. The wide scale of Gap’s logo is similarly distinctive. Consider as well the tight spacing of FedEx’s logo, which was designed to suggest punctual service.
And there is the logo’s shape. Studies have found that circular shapes convey a positive emotional message that suggests community, while squares and triangles convey stability, strength and efficiency.
Donald Liebenson writes news and features for Millionaire Corner. He has been published in the Chicago Tribune, The Chicago Sun-Times, The Los Angeles Times, Fiscal Times, Entertainment Weekly, Huffington Post, and other outlets. He has also served as a marketing writer for Chicago-based Questar Entertainment and distributor Baker & Taylor.
A graduate of the University of Southern California, he is married with a college-age son. He also writes extensively about entertainment.