Understanding the power of color in branding can be extremely beneficial to those devising marketing strategies for businesses both small and large. Color is primarily associated with aesthetics, and this on its own is already an important factor in branding. However, color impacts much more than cosmetics. It can also help brands establish their message, improve brand recognition, and even drive website conversions. In this post, we’ll focus on branding and go through some telling facts and figures related to the impact of color, its relevance regarding brand message and brand recognition.
Color matters and research focusing on its impact has unveiled that it actually matters quite a bit. Information compiled by Design Advisor highlights that a potential customer takes, on average, 90 seconds to assess a product; in that short time, color is said to account for between 62 and 90% of the decision to purchase or not.
In terms of specific products, the set of options available for purchase can heavily affect sales, as two-thirds of customers will not buy an appliance if it isn’t available in their preferred color. These figures give us an introductory picture of what’s at stake. Let’s move on to specific cases and explore different ways of using color.
Color and meaning
Color works as a metaphor and carries symbolic connotations. Think of all the times you’ve gone through color motifs in literature class or heard praise of a particular way in which a movie director constructed a color palette in their film.
Having said that, it’s worth noting that context matters. Different cultures think of certain colors in different ways, and individual memories and emotions also factor into interpretations. However, color psychology helps us understand the common ways in which color is interpreted and associated, as well as the type of feelings it can convey to the observer.
For instance, green is typically associated with nature and connotes feelings of growth and harmony. Notably, it is used by businesses that wish to establish an eco-friendly or ethical approach, and many food companies use it to help associate their product with healthy foods.
Black connotes elegance and authority, which is why brands such as Jaguar, Mont Blanc, and Yves Saint Laurent utilize it in their logos and general design strategies. Another common choice for businesses wishing to convey a sense of elegance and polish is white. White is more approachable, yet still associated with perfection, which helps brands such as Apple set themselves apart without alienating market segments.
It’s good to keep in mind that although differences in preference between genders are not stark, men tend to prefer bolder colors and shades, while women tend to prefer soft colors and tints. Still, sky blue and green are most liked by both women and men, which makes them good options for unisex brands, in the markets where this makes sense.
Brand recognition and storytelling
Up until now, we discussed color and its meaning, with examples drawn mainly from logo designs. However, there is much more to it than this. As mentioned earlier, color accounts for up to 80% of a business’s brand recognition.
Brands rely on specific colors to establish their identity and ensure quick recognition by potential customers. For example, Facebook is blue, Netflix is red, and McDonald’s plays with a combination of red and yellow. The repeated use of certain colors in a strategic way establishes a connection between the color and a brand. Think of it this way: wouldn’t Facebook’s page look odd if its interface was a different color?
Many up and coming brands are testing impact and recognition factors by alternating the color they use in their ads and choosing the most effective one. Research indicates that the effectiveness of color in branding depends on how appropriate it is for the product being sold; in other words, whether the color used in the branding thematically “fits” the brand. Thus, it is key to think of a brand’s story and overall message, before choosing a color scheme to represent it. Heinz, for example, decided to change their scheme from red to green and experienced the largest sales increase in their history.
When utilized correctly, colors can be a powerful profit driving tool. Consumers are more likely to choose an easily recognizable brand, which means that increasing and improving a business’s presence through strategies mentioned above can lead to gaining loyal customers.
In an increasingly competitive environment, businesses ranging from small corner shops to huge multinational corporations would be wise to dig deep into their chest of branding tools and use everything to their advantage. Color can act as one such successful tool for brands attempting to set themselves apart, increase the intensity of their brand message, or simply wishing to establish themselves as a recognized brand. Smart use of color is the way to go.
Whether you are writing an email, a blog post for your personal website or you are developing a client's brand, the type of font you use is of essential importance.
It has often been undervalued in our everyday use, but it is as important as the tone of your voice and your body language in public speaking. Our readers get who we are and the intonation of our story based on the vocabulary we use, but also the font of our text.
While writing any text, it is important to know which fonts to avoid. Standardized fonts such as Arial or Times New Roman are simply exhausted. Same could be said for a font such as Comic Sans - the popularity of this font made it look repellent to the eye today. Their use has been in our lives for decades. It is time to let them go.
To understand which font is best for our use, we need to acknowledge the personality of every font. There are all types of fonts - professional, serious, chill, conservative, and playful and many others. Decide on the family of the font you are choosing based on what is the statement you want to say in your text.
It is often good practice to use two different fonts in one document - one for the headings and one for the text body. This helps differentiate the chapters and introduces the reader with the content. It is recommended to use two opposite types of fonts. If we use two similar fonts, the point of using two fonts is lost. We should think about the heading that will stick out of the rest of the text.
When we are talking about the color of the text, it is somewhat popular the use of reverse type - when your text is in a light color and the background is darker. It is important to highlight that this practice works for the headings but often doesn't for the text itself. It is also good to mention here that the colors used should be exclusively in contrast, and the font should be as simple as possible and tick enough for easy reading.
To improve the readability of your text, you can try using serif and sans serif fonts, avoid decorative fonts and use punctuation correctly. Avoid long texts with small or large caps; highlight the words you need using italic, bold, or less recommended by using different size and color of the text.
We hope you found this article helpful and are giving fonts some more thoughts and research. What is your favorite font? Tell us in the comment section below.
About the author
Nina Petrov is an activist, poet, performer and mathematician. She communicates with the world mostly through words, movement and equations, but sometimes also by speaking very loudly. The only truth she could say about herself is that she keeps changing every day, never stops learning and interacting with her surroundings.
You need a very good downloader to download YouTube video safely. Even though there are hundreds of such downloaders available, finding the right one can be little time-consuming and you may need to do some good research. The best downloader will have some definite advantage over the general downloaders which are available today. The following factors are very important in choosing a downloader which will help you to download you Tube video safely.
Speed of the downloader is very important. There are some downloaders which are very sluggish and they need few hours to download a simple video. You cannot wait hours for the downloader to download a video. You need a downloader which will download your videos with a fast speed. There are some YouTube video downloader apps which will download a two-hour full HD video in just four minutes. Such fast downloaders use the multithread technology and as a result of that you get the benefit of getting your video within few seconds.
Find a video downloader that will allow you to download You Tube videos in any format. Which should download the videos in MP4, WebM, 3GP, FLV formats. You should also be able to save any YouTube music as MP3 files. Such a downloader should be able to rip web links to AVI, MKV, WMV, iPhone, PSP, Android, phones, etc.
Your downloader should allow you to save several videos at once. There are many downloaders which does not allow this feature. Would you like to keep downloading videos one by one doing everything manually? Definitely not. You need a downloader which will help you to save time by saving several videos at once as you want.
Just make sure that the downloader you are using preserves the original quality of the videos. If you get a low quality video that you cannot use or which is very much pixilated, what is the use of downloading the video? It is just a waste of your time and Internet. You need a downloader which will preserve the original quality. Some of the downloaders may even help you to improve the quality by allowing you to download in a higher resolution. It is also important that your downloader allows you to download 4k and full HD videos. With time, the quality of the videos in you Tube and other sites are increasing and so you downloader should be able to handle the latest type of videos and download it for you within a short time. Find a downloader that supports different qualities such as 4K, 1440p, 1080p, 720p, 480p, 360p, 240p, 180p.
It is important for people with slow Internet connection to limit the download speed. However, most of the downloaders are not sophisticated enough to allow such ability to limit download speed. However, there are some very good downloaders available which will allow you to limit download speed according to your wish. Choose a downloader which has this facility.
There are some downloaders which will allow you to download videos only from a few sites. On the other hand there are downloaders which will help you to download such videos from 10,000 sites. Which one will you choose? You should be able to capture online videos easily from YouTube, Facebook, Vimeo, Dailymotion, Twitch, LiveLeak, Veoh, local and adult sites.
Freemake Video Downloader is a downloader that have all the above mentioned features. It lets you download YouTube videos and 10,000 other sites; save videos, playlists, channels in HD, MP4, MP3, AVI, 3GP, FLV, etc. It is absolutely free. Download it here
How Does Color Improve Your Mood?
Just like warm weather and sunshine makes you feel good, certain colors can just make you feel better. This is a proven fact and using the right colors in your work can change the way your readers feel about you as well. For example, yellow and orange have always been associated with happiness and blue or green has been known to promote peacefulness. Using certain colors on your website can set the mood for your readers to improve your readability and increase sales. However, you do have to know a little bit about the psychology of color to use it properly.
Believe it or not, color psychology has been around since the late 17th century when Sir Isaac Newton found that each color has its own wavelength. Others went on to discover that you could blend light to make other colors and that some have a sort of warm aura while others are cool colors. For example, the red spectrum of colors such as orange and yellow, are known to be cool colors and the blue spectrum is made up of warmer colors like green and purple. Let’s look at some of the basic colors and what they mean.
Photo courtesy of tes.com
As we all know, red is associated with love and intensity. It is a strong and vibrant hue that usually brings very strong emotions in people. It can be an energetic and powerful color that evokes confidence, self-assuredness, and control. It can also be a fun and passionate color that sets off emotions of romance in some people. Hence, the reason for red roses and hearts on Valentine’s Day.
The color orange can also be an energetic hue that inspires happiness and makes you feel uplifted. While there are some people who say orange is energetic and happy because it is a blend of red and yellow colors, which makes sense because red is energetic and yellow is a happy color. Bright orange can be an attention getter dark orange may cause a calmer feeling.
Sunshine is referred to as yellow and it invokes a brightness to anything it appears in. If you want to create a happy and warm website that grabs attention and does not let go, try using the colors yellow, orange, and red. All three of these colors and the various hues in between can increase the intensity and energy of any page.
Blue is the color of the sky and has been known as a primarily male color all over the world. It is a color that promotes peace and serenity as well as reliability. It is one of the most often used color in marketing and advertising because it exudes a professional sincerity that gives people a sense of security.
For many, the color green is a symbol of good luck, healthiness, and nature. It is also known as a tranquil shade that promotes a calming effect similar to blue. Because green is a blend of blue (a warm color) and yellow (a cool color), it has the ability to create an atmosphere of both happiness and serenity. It has been used to relieve stress and is a common color for doctor’s offices.
Since the 15th century, the color purple has been associated with royalty and wealth because it cost more for manufacturers to make the color. However, it is not just known for its high society use. It is also a symbolic color that is used for awards such as the Purple Heart, which is one of the most honorable awards for bravery in the American military.
No matter what colors you choose for your website, make sure they are pleasing to the eye and blend well together. Some colors just do not look good together. Have others take a look at your color palette before you pu
blish your final product
Marie Miguel Biography
Marie Miguel has been a writing and research expert for nearly a decade, covering a variety of health- related topics. Currently, she is contributing to the expansion and growth of a free online mental health resource with BetterHelp.com. With an interest and dedication to addressing stigmas associated with mental health, she continues to specifically target subjects related to anxiety and depression.
Love is most often associated with the color red. Be that by conditioning of incessant advertising or that we are drawn to it by nature. Secondary to red is of course pink, in almost any level of saturation.
|Share this Post||Tweet|
Red is one of those colors that possesses the strongest Ying and Yang of its theoretical definitions. Between love and hate, rebirth and death, the human relationship in any combination, could literally be summed up in the meaning of the color Red. Pink has what I would describe as a temperamental scale, more based on softness versus loudness than the extreme left or right end of the spectrum.
"Red is the color of fire and blood, so it is associated with energy, war, danger, strength, power, determination as well as passion, desire, and love." - paper-leaf.com // COLOR THEORY poster freebie
As we know, colors can generate a wide variety of emotions. Red might be the most diverse and along with pink, a tag-along little sister, many other colors in tow can lend a visual message of love a great big pop!
Falling in Love by Etsy artist, DJEMBE & CANVAS
"Cranes represent longevity and grace. The flocks ascend our champagne symphony, where love is blessed upon those who simply believe." - posted by artist at the listing
The artist gave us a wonderfully light feeling with this palette and the birds adding further motion. I also like how the painting balances the realities of "love" with a little bit of darkness in the bottom right corner. What do you think of this palette and representation of falling in love?
We have come to the nail biting finale of the Full Color Training Scholarship Contest where two winners will get to spend four days saturated in color with Leatrice Eiseman (colorexpert.com) in Burbank, California. COLOURlovers were asked to submit a palette they connected to their life, how color impacts their life as well as how they would like to use color more, to impact the lives of others.
|Share this Post||Tweet|
We asked each finalist what they would expect to bring back from the class to apply to both their life personally and if applicable, professionally. Lastly, if they had any questions for Leatrice Eiseman. I have included these responses below. So without further adieu, because I know many of you stayed up waiting to hear...
Occupation: Designer / Photographer
What she does: Owner of New Light Redesign (newlightredesign.com).
Location: Massachusetts, USA
"My intention should I win would be to apply my new color knowledge in my business. I have been doing interior color consulting for the past year but I want to take it to the next level. Like I mentioned in my application, I feel like the more I learn about color the more I realize there is to learn. Since my eye was trained for so many years as a photographer to see color as "light", the switch over to seeing color as pigment has been profound for me. I never knew until I bought Leatrice's books that color affects our moods. I guess I knew it intuitively but I am just fascinated by the whole psychology of color. Please please please pick me...I REALLY want to come. I promise I will work hard and be a good student!"
Linda's Questions for Leatrice:
1. Has Leatrice had a life long love of color and what was her path to becoming the "guru" she is today?
2. What inspires her when it comes to choosing color pallets?
3. What is the process for Pantone in choosing the much anticipated "color of the year"?
Linda has had this class on her calendar every year for at least the past two years. It is a lifetime dream for her to attend. Congratulations Linda!
First place will receive a fully paid scholarship for tuition to the Color + Design Training Program, plus a copy of the book, PANTONE® The 20th Century in Color, by Leatrice (co-authored with Keith Recker).
Understanding color can be a daunting task with many dead ends. Have you ever taken a color theory class only to be left feeling like it didn’t teach you anything to do with applying color in the real world?
|Share this Post||Tweet|
Maybe you have an awesome natural instinct for putting together cohesive palettes or colorizing fabulous patterns perfectly, but why are you so good at it? Validating the why, where and when of color will change your entire outlook on color and what it can do to your personal or professional life.
Color opportunities exist in many industries. Companies need color design expertise to guide them through the many choices they have to make as a successful business. Choices they must make involving color range from advertising, product design, branding and many more. You need credible, verifiable information to back up your decisions as a consultant or designer and you need more than a simple love for color to get you there.
If you’re a big film, tv, or theatre buff, you’ve probably witnessed a fair amount of subtext. This principle can be applied to more than just those mediums though! Today, we explore how you use the lens of subtext to look at your website and improve your digital presence by uniting your color scheme with your actual text.
First though, what is subtext? Think about it as the underlying theme or message in a conversation. In film, it can be seen with lighting choices, costumes, a character’s body language and really anything that isn’t apart of the actual dialog. I’ll use the movie Jurassic Park as an example.
There are some colors, when paired together, that just look good. They make sense, they match. There are also those colors which, put side by side, make your eyes burn. Ok, maybe not actually burn, but you know what I mean.
The question is: why? Why do certain color combinations look serene or exciting and others garish or completely boring? I want to explore the why of color combinations, some of the science and some of the psychology and how you, as a business person, can put those colors to work for you.
Before we dive into the “why” of certain color schemes and how to use them to speak to your potential clients, let’s cover some color basics to make sure we’re all on the same page. COLOURlover pros and veterans, feel free to jump to the next section.
For the purpose of this post, I’ll be using the Red/Yellow/Blue color model as the primary colors on our subtractive color wheel (this subtractive wheel is what painters and artists use). For a look at the use of the Cyan/Magenta/Yellow color model used by printers, feel free to take a look at our recents posts discussing RGB versus CMYK conversions.
The Red/Yellow/Blue color model is what most of us grew up learning. Arranged in correspondence with the wavelengths of light, the original color wheel was invented by Isaac Newton. We wrote a complete history of the various color wheels recently, if you are curious and want to know more.
The color wheel that most are familiar with usually looks like this:
Secondary colors on this wheel are made by combining 2 primary colors. Likewise, tertiary colors are formed by mixing a primary and a secondary hue.
Source: Eva Williams
We’ve all seen it. We go for a visit to the doctor and the walls are a lovely, quintessential pale mint green. We go to grab a burger and milkshake somewhere and the decor boasts the archetypal red, black, white, and chrome (I’m looking at you, Five Guys, Checkers, McDonald's, Steak ‘n Shake, and In-N-Out Burger!). We sit down with a banker, lawyer, or sales representative and are surrounded by dark wood and conventional creams.
(right column: medical-logos.com & logodesignteam)
It seems that every industry has its color cliches, its norms. The question for up-and-coming businesses is whether to conform to these colorful essentials or break tradition and stand out from the crowd. Both options have their positives and negatives.
There are certainly benefits to thinking outside the corporate color box. Not least of which would be that a new business would be easy to distinguish from others in its niche.
If every other beachside hotel in Florida makes use of pale sea-foam greens, muted oranges, and faded pinks, an upstart oceanfront bed and breakfast might do well to opt for fully saturated sunrise hues. And if every dentist office in the tri-state area chooses iconic mint green for its soothing effects, perhaps the new dentist in town could stake its claim through calming lavender tones. As we’ve established, most businesses fall neatly in either a red or blue pile. So, going for anything outside those two hues instantly lends itself to differentiation and notice.
Any small business owner will tell you that just getting their company doors open is a feat unto itself. And that doesn’t include branding, colors, or any of the things that us creatives consider fun. It’s just filing all the appropriate paperwork and jumping through the various hoops and red tape associated with opening a business. It makes sense then that so many businesses tend toward the colors already in use in their field. After all, those businesses have already gone through the branding gauntlet and come out successful on the other side.
Another aspect to the trend towards the familiar comes in catering to the needs of the consumer. If dark blue tends to be the color of financial institutions, customers come to expect it. When they enter a business exhibiting the colors common to a particular business, it reinforces for the customer that they’ve found exactly what they were looking for.
So, what do you think, lovers? Is it worth the risk to stand outside the substantial kingdoms of red and blue or is paying homage to the tried-and-true hues a better business decision? Are there any color cliches in the small business world that I didn’t talk about?
|Share this Post||Tweet|