Consumers and Colors

I read an article in Science Daily about a study that a consumer researcher did that tested the colors of

logos and the emotions that people felt. She found that blue was associated with confidence and success; green with environmental friendliness, durability and sustainability; purple with femininity, glamour and charm; yellow with fun and modernity.

However, the traditional belief that red is associated with aggression and romance was not found. The researcher found that it was correlated with feelings of expertise and self-assurance.

She believes this is because of logos that are well-known and already established such as, McDonald's, State Farm and ESPN, so consumers already have consumers have "pre-existing emotions associated with brands using that color."

Branding is important for marketers to get their products in the hands of the consumers. With this information, when thinking of a logo for a company, the color is directly related to the image that the brand has.

There are different thoughts on the colors of logos and their direct meaning, but overall they have similar messages. Brian Honigman talks about a company that exists solely to help create logos. He created this chart to help understand the colors and the attached emotions.

Color is one of the most important aspects of creating a logo, but not the only one. Do you think that color makes a difference in the eyes of consumers?

To read more about the psychology of color and exactly which color evokes each emotion, read this article and find more charts like the one below.