Author: Martina Puddu
Publication date; 07.05.2024
When we see a product we think that the chosen color can be random or at will of those who made it, in reality it is not so. The choice of colors in branding is an important aspect because behind them lies a great communicative power that is fundamental in the realization of the product and its success.
The power of colours
There are many kinds of colors in the world, but each of us perceives different numbers, this is because behind each color there are other shades. If we take as an example the white apparently we will identify it as a single color but in reality it is not so because behind this other shades are hidden according to the way our eye perceives it. In fact,
colors are perceived according to what our eye transmits to the brain.
The power of color comes precisely from this that is from the different way in which each of us perceives it. These have a great ability to capture the attention and influence the perception of the viewer. Color, however, should not be seen as something objective because this is closely related to our emotions and our experiences. The same color can cause a different feeling depending on who is watching it.
In general, however, we can say that some colors tend to be associated with certain things for example the shades of red arouse passion and excitement, while those on shades of blue arouse calm and tranquility.
Colours in branding and in the brand identity
That said we can say that when we do branding color It plays a very important role, not only because of its ability to attract attention and influence how our brand or our object is considered, but because this will affect the purchase decision and the general consideration that the buyer will have on our brand.
According to some studies, the first judgment a person has about a product takes place within 90 seconds and 80% is given only by the perception that comes from color.
The choice of color in our brand identity is therefore fundamental because choosing the right one will bring benefits while choosing the wrong one will adversely affect the consideration of our product. It is important that the color is not chosen randomly or for a personal taste but it is essential that this encloses the identity of our brand, that represents the message you want to send and that is consistent with the ideas and values of our brand.
Colour as the central element of the brand
As we said the choice of color can determine the success of our product and in some cases become a great force. There are many brands that have made the choice of color one of their main successes to make them iconic and make sure that the sight of that color you immediately think of that brand.
We can consider two examples of two very famous brands that made the choice of color their fortune. When we see any object of red color it is undeniable that we do not think about CocaCola, the company itself states that their color is the second secret formula of the brand. Or Tiffany that has made its unmistakable color a real trademark to be registered to be protected as an exclusive trademark.
Conclusion
In conclusion we can say with certainty that colors and their ability to arouse an emotion of buyers are crucial when it comes to branding and in this regard that their choice should never be taken lightly or neglected but must be made after a careful analysis of what the brand wants to communicate, arouse and obtain. These will be a central part of the brand, if not one of the main ingredients of success
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