Wednesday, August 20, 2014

Use a Color Strategy to Evoke Emotion in Consumers

Red is a fiery, energetic color, and green and brown bring earthy images to mind.  The associations we have with color seem pretty basic and obvious, but seeing how they relate to actual company logos and their underlying identity imaging is a great lesson in establishing your own company's brand. Color and shape are an important component of how your company's logo creates the first impression that you want to embed in your readers' minds.

Hunter Communications Original News Source:
Content Standard

Link to article:

Excerpt: " Color and other visual elements wield enormous influence over consumers across all industries, according to a recent infographic from KISSmetrics. The compilation of research shows that emotional marketing campaigns need to be built with a deep understanding of how color choices will be interpreted by a target audience.

Much of that interpretation is subconscious. According to a separate infographic from FinancesOnline, the color psychology that drives reactions is easily understood among consumers. The trick, however, is using this psychology to optimize your brand.

Green, for example, is subconsciously associated with the 'harmony of nature,' and inspires feelings of tranquility, trust, peacefulness, and hope, according to FinancesOnline’s infographic.

By contrast, red evokes the 'intensity of blood and fire,' and it can prompt passionate reactions and aggressiveness alike.

The power of visual elements in connecting with consumers speaks to the potential packed into a simple logo. The infographic emphasizes that the simplest solution can often be the best. Some of the best logos in the world, it contends, are so recognizable and powerful that they need no accompanying words—take Target and Nike, for example, both of which the infographic references.

The stakes for developing an effective brand, including a logo, are huge for businesses. One of the studies addressed by the KISSmetrics infographic found that 93 percent of consumers are motivated by image over other senses, including sound, smell, and texture, when shopping in a store. A whopping 85 percent said that color can be a deciding factor when they make a product purchase.

Despite how simple a logo-branding solution can be, this development rarely comes on the cheap. Businesses should remember that the logo is the end product of intensive market and audience research. A logo and other branding elements tie together a brand’s goals and vision, its unique selling points for consumers, and the ways consumers are most likely to develop a meaningful connection with that brand."


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