1. LEADERSHIP NOW
WHAT YOUR LOGO'S COLOR SAYS ABOUT
YOUR COMPANY(INFOGRAPHIC)
UNDERSTANDING THE SCIENCE BEHIND COLOR COULD INCREASE
THE EFFECTIVENESSOF YOUR COMPANY'SBRANDING METHODS.
BY RACHEL GILLETT
When it comes to identifying your brand, your logo is probably
thefirst thing yourcustomers willthink of.
While honing the narrative and message behind your logo should
of course be your primary concern, research suggests that your
logo’s design--and specifically its colors--have more bearing on
your customers’ opinions than you might think.
Neuroscientist Bevil Conway, who has focused his recent research
almost entirely on the neural machinery behind color, believes the
science behind color processing to be very powerful and
completely underexploited.
“Knowing that humans might ... be hardwired for certain hues
could be a gateway into understanding the neural properties of
emotion,” he told Co.Design earlier this month.
The implications of color’s effect on people’s emotions are far
reaching, and understanding your customers’ connections to
certain colors could increase the effectiveness of your company’s
branding methods.
According to research complied by web design and marketing
company WebPageFX, people make a subconscious judgment
about a product in less than 90 seconds of viewing, and a majority
of these people base that assessment on color alone. In fact,
almost 85% of consumers cite color as the primary reason they
buy a particular product, and 80% of people believe color
increases brand recognition.

2. Take a look at WebPageFX's infographic about the psychology of
color to see what each color says to your customers:
RED
Red is often associated with the heat of sun and fire and is
considered a high-arousal color, often stimulating people to take
risks, according to color think tank, Pantone. It has also been
shown to stimulate the senses and raise blood pressure, and it may
arouse feelings of power, energy, passion, love, aggression, or
danger.

3. YELLOW
Yellow is often associated with the heat of sun and fire and is
considered a high-arousal color. It may stimulate feelings of
optimism and hope or cowardice and betrayal.

4. BLUE
Blue is often associated with the coolness of the sea and sky. It has
been shown to calm the senses and lower blood pressure. It may
stimulate feelings of trust, security, order, and cleanliness.
ORANGE
Orange is often associated with the heat of sun and fire and is
considered a high-arousal color. It may stimulate feelings of
energy, balance, and warmth.

5. GREEN
Green is often associated with the coolness of leaves. People often
associate it with nature, health, good luck, and jealousy.

6. PURPLE
Purple is generally considered a low-arousal color. It may
stimulate feelings of spirituality, mystery, royalty, or arrogance.

7. [Image: Flickr user John Morgan]
RACHEL GILLETT
CONTINUE
March 31, 2014 | 5:54 AM
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