Did you know that every color evokes a different response in humans? Certain colors are more effective in the clothing industry than technology or agriculture, all because of the way the colors are perceived. So how are customers being affected by the colors that brands choose in their logos? Cool colors like blue, green, and purple evoke feelings of calmness and safety while warm colors like red, orange, and yellow elicit energetic and excited feelings. Because of this, colors like red, yellow, and green are often used in the food industry, while blue and purple are excellent for energy and technology services.
The importance of a brand’s colors also means they need to carefully consider how to best combine these colors to represent their brand. The most common colors used by businesses are blue, red, black, and yellow/gold. Simplicity seems to be more effective and classic when it comes to color combinations — 95% of companies use just one or two colors in their logos and products while only 5% of companies use more than two.
The first thing that a customer notices about a logo is its color. A product’s color influences 60-80% of a customer’s purchasing decision, which is why it is so important to choose the most effective color. If the wrong color is chosen, then it could be very costly for the company.
