Colors in Marketing
Restaurant branding is more than a clever logo and a slick website. A strong brand tells people who you are, what’s important to you, and what they can expect from a visit to your restaurant. Done well, building a brand creates an emotional connection with guests before they step foot in a restaurant and builds long-term loyalty that keeps them coming back.
In this issue, we’ll cover color psychology and its impact on your overall marketing arsenal. Merchandisers use different colors to trigger emotions needed to get customers to buy. It's a great tool to use when picking a color scheme for your personal branding. Do you want your online presence to convey trust, serenity, or authority? Color is one way to help craft that image.
Color psychology is research about how color affects human behavior and emotions. Different colors, hues, and tones bring up distinct associations that impact human mood and decision making. In marketing, color can impact how buyers perceive different brands and products, so it’s crucial to pick the tones that align with your business’s goals and target audience.
The Data Behind Color Psychology
Let’s look at the data behind the power of color psychology. The numbers might be more impactful than you think:
Research by the Institute for Color Research indicates that people make a subconscious judgment about a product within 90 seconds of initial viewing, with 62-90% of that judgment based on color alone.
A study published in the journal, Management Decision, found that 85% of consumers cite color as a primary reason for their purchase.
A study from the University of Loyola found that consistent use of color can increase brand recognition by up to 80%.
A survey by Color Psychology revealed that 93% of consumers consider visual appearance to be the most important factor when making a purchase, with color being the key component of that visual appeal.
A study from the Institute for Color Research found that men tend to prefer blue, green, and black, while women often choose blue, purple, and green. This suggests that marketing strategies should consider gender preferences in color choices.
The same study also found that younger consumers (ages 18-24) are more drawn to bright, vibrant colors, while older consumers (ages 55+) tend to prefer more subdued, classic colors.
Exploring the color wheel
Right, so this all sounds interesting, but let’s keep it practical. What emotions do colors invoke and which are best to influence consumer behavior and brand perception? Here are examples of successful applications:
Red: Associated with excitement and passion, it has been used to trigger emotions needed to drive purchases and evokes a sense of urgency. That’s why promotions and clearance sales often use this color. It also stimulates appetite, which makes it perfect for fast-food restaurants. Red increases people’s heart rate and blood pressure. That’s why it’s also associated with movement and excitement.
Orange: A combination of yellow and red, mixing yellow’s energy with the power of red. It’s one of the colors in marketing that stimulates impulsive buyers. In web design, it’s often the color of choice for designers when creating call-to-action buttons. The reason? Orange is associated with affordability.
Yellow: You might be thinking, “What colors stand out the most?” Yellow is undoubtedly one of the answers. People associate yellow with the sun, and it evokes positive emotions – happiness, creativity, and optimism. According to color psychology, it’s the most eye-catching color. That’s why it also symbolizes warning and creates anxiety. Companies use the latter to draw in impulsive buyers.
Green: The color of nature, often associated with health, tranquility, and power. Companies often use green to relate to bio-production or to promote their eco-friendliness. This color evokes harmony and stability.
Blue: The most powerful colors when it comes to promoting reliability and tranquility. It creates a sense of peace and security. Companies choose blue among all other colors in marketing to promote trust in their products.
Purple: One of the rarest colors to appear in nature, it is often associated with uniqueness and is known as a royal color. It implies respect, wisdom, luxury, and it stimulates creativity. The cosmetics industry often uses purple to promote beauty and anti-aging products.
Pink: Depending on the shade, pink can be used to say a few different things about a brand in terms of color psychology. It can evoke feelings of fun and youthfulness, while lighter shades are more romantic and delicate.
Black: Black means business and luxury. That’s why it’s the preferred color for glamorous evening wear and stretch limousines. If you’re looking to convey drama, sophistication, and a hint of status, this color will do the trick.
White: When you use white in your logo or marketing materials, you’re telling people you have nothing to hide. Apple, one of the most popular brands in the world, uses white for its primary branding to relay information and make products stand out from the crowd with a sense of transparency and cleanliness.
These examples demonstrate how different colors have been strategically employed to evoke specific emotions and influence consumer perceptions, ultimately impacting their purchasing decisions.
How to Choose the Right Colors for Your Brand and Marketing
What is the best color for your brand and marketing? It depends on your business and goals – red, orange, black, and royal blue attract impulse shoppers. Navy blue and teal appeal to shoppers on a budget. Pink, sky blue, and rose draw in traditional buyers. Here are some things to consider when designing, or re-designing, your brand.
Understand Your Brand: Consider the personality and values your brand represents. For instance, a fun brand may opt for warm colors like orange and yellow, while a wellness brand might choose calming colors like blue or green.
Consider Color Meanings: Explore color psychology and the meanings associated with different colors. We’ve included links throughout the article for continued learning (or if you want to go down the rabbit hole of colors).
Research and Test: Look into your industry and competitor’s color palettes to ensure distinctiveness. Test colors with your target audience to gauge their perception and ensure the colors align with your brand’s message.
Create a Color Scheme: Once you have a clear understanding of your brand and the meanings behind different colors, you can create a color scheme that reflects your brand’s identity and values.
There Are Tools to Help: Adobe Color CC. This web app allows you to generate and tweak color palettes based on various color rules, making it a valuable tool for building a cohesive color scheme. Canva is another versatile design platform that includes features for creating and customizing color palettes, making it a useful resource for brand color selection. Both have been highlighted in previous posts, which you can find here and here.
Examples of Successful Branding Using Color Psychology
Coca-Cola: Uses red to evoke excitement and energy, making it a popular choice for its branding, which resonates with its target audience.
Facebook: The blue color promotes a sense of trust and security, important for a social platform where users share personal information.
Starbucks: Green reflects its commitment to sustainability and nature, aligning with its brand identity as an eco-conscious coffee retailer.
McDonald’s: The fast-food giant’s use of striking red and yellow in its logo and branding is a well-known example. Red is associated with excitement and passion, while yellow represents optimism and energy, aligning with the brand’s image of fun and vibrancy.
IBM: The use of a timeless shade of blue evokes trust, security, and dependability, reinforcing the brand’s identity as a B2B juggernaut.
Tiffany & Co.: The brand’s iconic use of robin’s egg blue, known as “Tiffany Blue,” is synonymous with luxury and exclusivity. The color evokes a sense of sophistication and timelessness, contributing to the brand’s strong and recognizable identity.
This is A Lot to Take In, So Let’s Recap
Red
Associations: Passion, excitement, urgency.
Usage: Often used for clearance sales and food brands.
Examples: Coca-Cola, Target.
Blue
Associations: Trust, security, calmness.
Usage: Frequently adopted by banks and tech companies.
Examples: Facebook, American Express.
Green
Associations: Nature, growth, health.
Usage: Popular among organic products and eco-friendly brands.
Examples: Starbucks, Whole Foods.
Yellow
Associations: Optimism, warmth, clarity.
Usage: Effective for attracting attention and evoking happiness.
Examples: McDonald's, IKEA.
Purple
Associations: Luxury, creativity, wisdom.
Usage: Common in beauty and high-end brands.
Examples: Hallmark, Taco Bell.
Orange
Associations: Enthusiasm, creativity, friendliness.
Usage: Often used to appeal to a youthful audience.
Examples: Fanta, Nickelodeon.
Pink
Associations: Femininity, youthfulness, compassion.
Usage: Many fashion brands utilize pink to evoke a sense of trendiness and femininity, targeting younger demographics.
Examples: Mattel (Barbie), Victoria’s Secret, T-Mobile
Black
Associations: Sophistication, elegance, authority.
Usage: Frequently seen in luxury brands and fashion.
Examples: Chanel, Nike, Uber, American Express.
White
Associations: Purity, simplicity, cleanliness.
Usage: Common in tech and health-related brands.
Examples: Apple, Adidas.
This strategic use of color psychology in branding can lead to increased brand recognition, awareness, and loyalty, as colors have a powerful effect on consumer emotions and behavior. With some research, testing, and remaining consistent, you’ll soon master the art of Color Psychology!