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How Big Businesses Use Colors to Affect Your Emotions

02/08/2014

Do colors really matter when it comes to your business growth? Do they incite any kind of purchase decision in your customers?

Yes they do!

Psychology is believed to be one of the most important aspects in marketing but unfortunately a lot of marketers overlook it. Let me dust it off and ask you to dive into facts that how businesses have identified with their customer’s psychology and have taken their business to that safest heaven where it’s hard for misfortune to reach. You can go ahead and Google any time and read success stories of many brands as to how they build themselves by identifying the psychology of their target audiences.

And!!! Colors are a part of it!

Anyway, let’s not have a philosophical lecture on marketing’s relation with customer’s psychology. Let’s come to the point and talk about results and consequences. Let me walk you through a few facts and figure as to how colors impact your customer’s state of mind

• 85% of customers say that color is one of the primary factors that they consider when choosing to buy a product.
• Color can increase brand recognition by 80%.
• Colors can even entice the right “type” of customers. Using orange in your ad will entice impulse shoppers, so use shades of orange for big sales. Budget focused shoppers respond best to navy blue and teal.

In this article we are going to talk a lot about color’s relation with marketing, with the help of a lot of illustrations and details.

However, before we go any further let me give you a brief as to which color invoke what emotions when your customers see your logo or product.

Color, value and evolution of Logos

“How big businesses use colors to affect your emotions and why some top logos can be very inexpensive!”

Red

“It is associated with the intensity of blood and fire.”

What you feel?

Active, emotional, passionate, trust, love, intensity, aggressiveness

Blue

“It is associated with the depth and stability of sky and sea.”

What you feel?

Comfort, faith, conservative, understanding, clarity, confident, calm, trust

Yellow

“It is associated with the energy and joy of sunshine.”

What you feel?

Joy, alive, energetic, fresh

Green

“It is associated with the harmony of nature.”

What you feel?

Calm, relaxed, trust, peaceful, hopeful

Purple

“It is associated with the luxury of royalty.”

What you feel?

Glamour, power, nostalgic, romantic, introspective

Orange

“It is associated with the happiness of sunshine and the tropics.”

What you feel?

Enthusiastic, creative, determined, stimulates mental activity

Black

“It is associated with the formality and mystery of night.”

What you feel?

Bold, serious, luxurious

Pink

“It is associated with feminine traits.”

What you feel?

Love, sweet, warmth, nurtured

Brown

“It is associated with the nurturing trait of mother Earth.”

What you feel?

Reliability, support, dependability


Brand recognition in early childhood

How logos influence people in early childhood?

3-5 years: Age when we start to recognize a logo stands for a product

7-8 years: Age when we can consistently recall the logo

Percentage of children able to match logos and products correctly:

67%: 2-3 years old kids

100%: 8 yrs old kids

How much is a LOGO?

“Whether expensive or cheap, logos create value!”

Most valuable brands in the world!

Apple: $104.3billion
Microsoft: $56.7billion
Coca-Cola: $54.9 billion
IBM: 50.7 billion
Google: $47.3 billion
McDonalds: $39.4 billion
GE: $34.2 billion
Intel: $30.9 billion
Samsung: 429.5 billion
LV: $28.4 billion

Cost of Creating Logos: Some Illustrations!

Some Logos Cost Big!

“The most iconic logos were conceptualized for millions of dollars employing teams of professional creative directors, art designers and focus groups!”

2012 London Olympics ($665,400)

Its creator, Wolf Olins, believes it echoes ” London’s quality of a modern edgy city.” For millions of critics, its bunch of blocks having a seizure, the common joke about one the most expensive logos in the world.

Pepsi New logo ($1,000,000)

The million-dollar logo change in 2008 was criticized to be an Obama logo rip-off. To warrant the cost, the design agency is rumored to have produced a 27-page document “Breathtaking design strategy.” explaining the new logo replete with references to Da Vinci, Yin-Yang”.

BBC new logo ($1.8 Millions)

The broadcasting giant straightened up its slanting logo in 1997 to look better on screen and used Gill Scans script. The typeface was invented by Eric gill, an English typeface designer (1882-1940) who was the key sculptor for the original BBC edifice in 1932.

Some Logos Cost Nothing!

“These iconic logos were created by their owner or company!”

Google

The original logo was created by Google co-founder Sergey Brin on the free graphics program, GIMP. He’s said to be proud of it, not the design, but the fact that he’s able to use GIMP, a fairly difficult program to use.

Coca-Cola

The original logo was created by the company’s co-founder and book keeper. Frank M. Robinson, who suggested that the two Cs would look good in advertising. Cokes’ brand value as per a recent research is estimated to be $55B.

Some Logos Cost A Few Bucks!

Twitter logo($15)

Twitter bought this logo from iStockphoto. The artist Simon Oxley is said to have received $6. Professional agencies in the US charge about $5,000 for a logo design. Its latest logo, a simplified bird version, is created from overlapping circles.

Nike Logo ($35)

Nike co-founder Phil Knight offered a graphic design student in 1971 to create charts, graphs, and, eventually, the famous swoosh after learning the student needed money to buy oil paints. On seeing the Swoosh for the first time, Knight didn’t like it but hoped “it would grow on him.”

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Evolution of logos

“They mirror not only company values, but the trend of their times!”

Logos That Didn’t Change Much

Coca-Cola

Since 1886, the company has made a few tweaks, but the cursive script and looping capitalized, Cs are still used today.

Johnsons& Johnsons

Since 1886, the logo was patterned after the signature of James Wood Johnson, one of the founders.

Good Year

Since 1901, the Wingfoot is still present albeit with a tweak. It’s an allusion to Mercury. The fastest among Roman Gods!

GE

Since 1900. The “GE” script has been used since 1892 when the company was created from the merger of Edison General Electric Company and Thomson-Houston Company. The circle was added later.

Campbells

Since 1898. The logo still exhibits the same script and camelian red, inspired by the Cornell University football team uniform.

Logos That Changed a Lot

Pepsi

First developed in the early 1890s Pepsi’s logo looked like A Coca-cola copycat in its early years.

Apple

One of the most celebrated logos, the recreated monochrome Apple logo in 1997 helped put the company back in business and spawned the next-generation design trend.

IBM

The original IBM logo in 1888 has “T’ because back then the company was making analog “tabulating machines.”

Nokia

They cannot be any more disconnected in 1860s; Nokia was a wood pulp mill by the Nokianvirta River, where it got its name.

Canon

Now a global brand, canon is deeply steeped in Japanese culture with the Buddhist Goddess of Mercy appearing in the original logo.


The Bottom line!

“Colors can bring life to your logo by filling in emotions, feelings and a lot more and can even change the fate of your business! So, choose colors meticulously!”

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