Colors and Advertising

Have you ever thought about how color influences your perceptions of advertising as well as companies? Numerous studies have investigated color in terms of psychological reactions and show that colors such as pale pinks and greens are calming, yellows and reds are stimulating, and blues make you sleepy. There was an interesting article in the latest issue of Marketing News that shows the relation between colors and logos.

Yellow logos are associated with optimism, clarity, and warmth (think Nikon, Subway, Best Buy). Orange logos are associated with friendliness, cheerfulness, and confidence (think Nickelodeon, Fanta, Shutterfly, Crush). Red logos are associated with excitement, youthfulness, and boldness (think Canon, Avis, Coke, Kmart). Purples are creative, imaginative, and wise (think Yahoo, Cadbury, Taco Bell). Blues are associated with trust, dependability, and strength (think Facebook, Dell, AT&T, WalMart). Greens are associated with peacefulness, growth, and health (think Tropicana, Whole Foods, John Deer, and BP). Finally, greys are associated with balance, neutrality, and calm (think Apple, Honda, Wikipedia).

Of course, many of these associations don't ring true. Would you really say Kmart is the epitome of excitement, youthfulness, and boldness? Yes, they are trying to get there, but they have a ways to go. Colors are not the driving force of perceptions, but they definitely influence perceptions, especially for a new brand. Something any brand should consider in logo development, branding, advertising, and corporate design.