When we consider the different elements which make up a brand’s identity, the colour palette is a crucial component in how people envision your brand.

Humans are extremely visual beings; and, as colours are so powerful, they can be extremely impactful in the way we think and feel. Within the world of marketing, brand colour plays a huge part in customer decision-making. But just how does a brand’s colour influence customer behaviour?

Brand recognition

It’s thought that brand recall contributes to a large portion of customer confidence, as research shows that colour increases brand recognition by a staggering 80%! From initially deciding to purchase a product to using a service from a trusted brand that we recognise, or even deciding whether we’ll give a new brand a chance, colour is key to a successful brand, whether we’re aware of it or not.

Most brands don’t randomly decide on the colours they use – there’s usually a reason behind it. This includes the message they want to convey to customers and whether the brand colours help them do just that.

The psychology behind it all

Colour psychology is the study which looks at how colours can impact your customers’ perceptions and behaviours, which influences the lasting impression of your brand. Interestingly, it’s believed that an incredible 90% of snap judgements made about products can be based on colour alone. That’s pretty astounding!

However, it’s important that you consider that brand colour is extremely subjective to your audience, as colour can be completely dependent on personal experiences to be universally translated to specific feelings. For example, in the western world, red is usually perceived as aggressive and dangerous. However, in China, the same colour symbolises loyalty, luck, and success. Therefore, don’t forget to consider which colour is appropriate for your audience!

So, are you blending in or standing out? Get in touch today to discuss how we can help raise the profile of your B2B brand. Email us at: hello@weareembrace.com

This latest thinking article was written by:

Grace Williams
Head of Design