Red and Black Harley Davidson Logo

Research shows that the color of your brand increases brand recognition by 80%.

Believe it or not, the color you choose to represent your brand says a lot. Even when choosing colors for your custom signs, you are telling your prospects a little about your business philosophies – yes, without even saying a word. Powerful, no? And guess what else? Research shows that the color of your brand increases brand recognition by 80%. Think of Coca-Cola's classic red, McDonald's golden arches, UPS' signature brown, or Starbuck's green goddess – these brands are even more recognizable because of their color. Ever pay attention to how the colors make you feel? What they mean?

Here are 9 primary colors used in branding and what they signify:

  • Orange – The color orange, as expected, signifies enthusiasm and happiness. It's often used in brands for kids and sports, simply because of the playfulness and fun it connotes. If your brand is light, lively and fun, perhaps orange would be a great choice for you! Of course, it's a bright color so orange signage stands out and commands attention, and that never, ever hurts when it comes to marketing.
  • Yellow – Like orange, yellow, too is lively. It gives a spirit of cheerfulness and positive energy! Brands that want to communicate optimism and thought use yellow – for example, Best Buy and McDonald's, which both have bright, attention-grabbing signage and happy, cheerful environments.
  • Red – Red is known for excitement and passion! Many companies with deep core beliefs and strong community ties (like Chick-fil-A and Coca-Cola) use red as a part of their brand. When it comes to signage and marketing, red creates a sense of urgency and causes people to stop and take notice. Isn't that what we all do at stop signs and red lights?
  • Green – No color signifies "fresh" and "healthy" like green! We immediately associate green with all things environmental and also things concerning health and wellness. The color green defines brands like Whole Foods Market and Fresh Express Salads, and logos like the "recycle-reduce-reuse" symbol – makes sense doesn't it? The color is also used to bring calm and relaxation to environments – perfect for places like Starbucks, and numerous spas and yoga studios.
  • Purple– "Royalty", "nobility", "regality" are all words that come to mind when we see the color purple. Consider the Hallmark brand, which is represented by a purple background with a gold crown. It also signifies wealth and status, which is why it's often used in finance-related industries. Purple is also notoriously used to connote mystery – the deep purple of the SyFy channel logo is a great example.
  • Blue – When you see logos like Ford, Chase Bank, PayPal, HP, what do you immediately think? They are dependable, secure, trustworthy brands, yes? And, those are feelings that the color blue stimulates! When building a brand, if solidarity and stability are what you want to convey, blue would be a great color to build around. You would certainly be in good company.
  • White– As expected, white often connotes purity and cleanliness – think Clorox and Dove products – which are both white with hints of blue. It also signifies simplicity and perfection, which brands like Apple and Swarovski perfectly portrays. White stands out and speaks volumes, in a subtle, yet powerful way.
  • Black – On the other hand, black typically connotes strength and power rather boldly. Every woman has a "little black dress" in her closet and every man has a tailored black suit – it signifies sophistication in life and in business. Brands like D&G, Chanel and The Ritz-Carlton are excellent examples of business brands whose logos and reputations are built around the color black.
  • Brown– What do you immediately think when you see UPS' signature brown or the letters COACH on a garment? Durable, dependable? The color brown suggests authority in the marketplace and implies reliability. It also can be used to convey an "earthy" or "natural" feel to environment or brand.

Consider your brand – what colors are you currently using? Is your business defined by those colors? Does your culture align with the feelings those colors convey? Chances are they do, even if you didn't intend for it to be so! Now that you are equipped with these color profiles, you can be strategic in your use of color – particularly in signage, but in all of your marketing and branding.

Source: ** – Psychology of Color**


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