It may sound superficial, but one of the first things people will notice about a brand are its colors. Whole Foods we associate with a responsible, earthy green, for example, and research has long suggested that the colors red and yellow put people in mind of hot meals (McDonald's, anyone?).
So, now that you've chosen the colors for your logo, do you know what message you're really putting out there? This infographic from Marketo gives us a two-tier explanation of how color works for brands. On the one hand, there's the simple emotional resonance of color. How does blue make us feel? On the other, there's the sociological explanation. Given how brands have used color previously, what associations come to mind when we think of blue?
A few findings:
- Color can influence up to 60 to 80 percent of consumer decisions.
- 95 percent of brands use only one or two colors in their logos. The smaller minority uses more.
- The most popular color is blue, which signifies trustworthiness.
See below for the full breakdown of what each color means, and which industries should (and shouldn't!) use each one. (Tech companies with yellow logos are rare, for example. Except for our dear friend Snapchat).