Forbes Middle East


What Color Is Your Logo? It Could Be Affecting Your Customers’ Decision-Making

Ranya Al-Husaini
What Color Is Your Logo? It Could Be Affecting Your Customers’ Decision-MakingImage by Marco Verch Professional Photographer and Speaker via Flickr, License: CC BY 2.0

You may not be aware of it, but color has a powerful effect on your emotions and behavior. The odd thing is though, that the same color affects people differently. The right tone of color will act as a catalyst to the organization's mission and vision and strengthen the bond with customers.

Colors have a huge psychological impact on people's perspectives, emotions and reactions toward things. Colors are divided between warm and cool. By playing with colors and hues you can change the mood of a room, picture or even a product.

Painting the office blue, for instance, will help project organization, security, authority and the stability factor in an atmosphere. A creative space that is painted in green, orange, white and brown on the other hand will encourage working outside the box.

Color affects three factors of your customer's emotions. These are based on culture, symbolism, and emotional experience.

On a cultural level, consumers from different demographic areas will react differently to colors. So before choosing a color for a product, or marketing material, you should try and understand the culture of your target audience. In the West, white means purity. In China white is the color of mourning. Similarly, while purple reflects wisdom in Japan and the Hindu culture, it is brown in America and blue in Eastern Europe.

A preference for a specific color can be symbolic and can narrate how you feel, relate to any given situation, or how you want to remember things. And the different experiences your customers will come across will shape how they perceive colors. While blue means freedom and serenity for one person, it can trigger a sad memory for another.

Metrics will help create a clear understanding of your consumer's emotions. Behavioral data can help you study your consumer’s behavior. A tool such as Google analytics can for instance help you determine consumer’s geographic location, language, age and gender.

Studying these metrics before picking a color will tailor the right message to the right audience. For example, as people get older, their color preferences change with time. Bright colors attract younger ages, while cooler tones attract the older segment. Similarly, a study found that men prefer bright colors and shades, while women preferred soft colors and tints.

The power of each color will emphasize the importance of energy:

  • Yellow: Optimistic and youthful; mainly used to grab attention
  • Red: Creates urgency, and increases reactions towards things; used to call for action
  • Blue: Trust and security; used in banks
  • Purple: Royalty and majesty; applied in creative areas
  • Green: Relaxing, and emphasizes organic, natural products
  • Orange: Energetic, and promotes impulsive purchases
  • Black: Sleek and luxurious; associated with luxury products

Defining your brand personality will help you pick the right choice of color. To help you do this, ask yourself whether your brand is masculine or feminine, playful or serious, luxurious or affordable, modern or classic, youthful or mature, or loud or subdued

Each color has a feeling and a character of its own. Such energy will influence your consumer's decision-making to buy or repel from the product. The color used in a brand name will create a story, hence building interest and loyalty. Many shoppers would prefer buying again from the same shopping destination because of their first experience and memory.

Therefore, before selecting a color to lay the foundation of a website or a business space or even your boutique, study your customers from a personal level.

Image by Marco Verch Professional Photographer and Speaker via Flickr, License: CC BY 2.0

Ranya Al Husaini is a writer enthusiast on generative topics such as creativity. She is a certified NLP practitioner and coach, empowering her words to tackle topics from the other's perspective.

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