Brand Identity: What’s Your Favorite Color?

“What’s your favorite color?” our enthusiastic preschooler asks for the third time within the past hour.  His weekly field trip to the library’s Storytime and the Rainbow Bus inspires him.  Our replies cause him to smile and enthusiastically respond, “Mine is blue!”  Then, he joyfully heads on his way to join his Toy Story friends as they work with the super heroes to save our living room from Dr Porkchops’ evil scheme.

Brand Identity:  What’s your favorite color?

There is an interesting power in color.  As a marketer, I respect the emotional and psychological impact that color has on a person to a brand.

The color of a logo has the ability to communicate an immediate message.  The recognition of a specific shade or hue has the potential to stop a person immediately in his tracks and cause a detour.

Returning from a mission trip a few years ago, my layover in Frankfurt, Germany permitted me a brief sightseeing trip to the downtown area.  Walking through the crowded, cobblestone streets for a few hours, I eventually took a turn around a street corner, and I saw it!  That beautiful shade of green that  immediate transported my mind and emotion to fond memories with friends gathered at a bistro table enjoying great conversation and cups of dark roast coffee.  Those memories within that moment moved me.  My sightseeing experience immediate took a detour in the direction of that green sign and into its Frankfurt Starbucks store.

We experience a life of color that influence our moods and decisions every day. In my business, I have read many reports that attempt to determine consumer emotions that are aroused by specific colors, some including:

Brand Identity: What's Your Favorite ColorRED: courage, strength, warmth, energy, excitement, youthful, bold


Brand Identity: What's Your Favorite ColorGREEN: harmony, balance, refreshment, love, peace, growth, health


Brand Identity: What's Your Favorite Color

YELLOW: optimism, confidence, self-esteem, friendliness, creativity, clarity, warmth

 Brand Identity: What's Your Favorite Color

BLUE: intelligence, trust, serenity, calmness, coolness, reflection, strength
(Black adds the communication of sophistication, security, emotional safety.)

The biggest challenge:  different personalities view colors differently.  Personal experiences play a key role in the translated feelings experienced in response to a color.

Marketing approach to color:
For marketers looking to consider color changes in their brands’ identities, I strongly recommend this four-step approach:

  1. Assess the competition within your field
  2. Create a color spectrum of the competition and the placement their primary colors
    The following infographic from Logo Company presents a display of colors used by various companies; you can get an idea of the type of spectrum that could include just your competitors and the placement of their primary colors on the spectrum.Brand Identity:  What's Your Favorite Color
  3. Determine where your brand could stand out on the spectrum
  4. Test the color with audience focus groups to receive their feedback

Your ultimate goal is to select a color palette that is appropriate to your company’s personality and one that positively resonates with your customers.  What’s their favorite color?

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Additional Stats & Resources:

  • 92.6 percent of consumers put most importance on visual factors when purchasing products, Colorcom
  • Color increases brand recognition up to 80 percent [Source: University of Loyola, Maryland study]
  • Ads in color are read up to 42 percent more often than black and white [Source: White, Jan V., Color for Impact, Strathmoor Press, April, 1997]
  • Color improves learning from 55 to 78 percent [Embry, David, “The Persuasive Properties of Color”, Marketing Communications, October 1984.]
  • Color improves comprehension by 73 percent [Johnson, Virginia, “The Power of Color”, Successful Meetings, June 1992, Vol 41, No. 7, pp. 87, 90.]
  • Xerox Corporation and International Communications Research, 2/19/2003-3/7/2003
    • 92% believe color presents an image of impressive quality
    • 90% feel color can assist in attracting new customers
    • 90% believe customers remember presentations and documents better when color is used
    • 83% believe color makes them appear more successful
    • 81% think color gives them a competitive edge
    • 76% believe that the use of color makes their business appear larger to clients
  •  How color psychology influencers purchasing (infographic from Kissmetrics)
    Brand Identity: What's Your Favorite Color

Jones says:

Very interesting! I know color-coding helps me learn, remember, and organize. Plus, I do have a fondness for a certain restaurant that sports a nice, recognizable shade of red! Chick-fil-A

RodneyDBowen says:

Yes, rumor has it that your affinity to Chick-fil-A is second to none. 🙂