The impact of color psychology on branding

Colors reveal the core values of your product. For example, by reading your product packaging or website, your target audience will automatically know who you are, what you are selling, and what you are about.

Here are a few statistics showing how colors influence the perceptions of customers:

Brand memorability: using the right color will increase the popularity of your brand by 80%.

Brand perceptions: within 90 seconds, customers make judgments on goods. In fact, between 60% and 90% of these assessments are based solely on colors.

Conversions: 90% of consumers rely on product colors when making purchases.

Let’s take the example of Fanta. Introduced in 1940a, Fanta is The Coca-Cola Company’s second oldest brand and one of the world’s most recognizable brands in particular. The company has updated the logo many times over time, but one thing remains the same— blue letters on a vibrant orange backdrop. Why is it orange? Because it’s lively, cheerful, polite, youthful.

I said that the visual identity of your company says a lot about it. Colors are automatically linked with their identification for popular brands. For example, the iconic white and green logo of Starbucks looks authentic and exclusive, while life, relationships, family, and memories are all about the red and white colors of Coca-Cola.