The Importance of Color in Branding and Advertising

Everyone knows The Golden Arches. My guess is that even folks in Zimbabwe recognize this descriptor for McDonald’s. But McDonald’s yellow (and red) branding was no accident. The fact is, there’s been much research to support the influence colors have on us, both emotionally and physically.

People naturally respond to color in three dimensions:
Hue: Pure spectrum colors, such as red, blue or yellow.
Saturation: The intensity of a hue (richness).
Value: Lightness and darkness.

Color is extremely complex and can also have many influences. How often have you questioned a color value only to run into a different opinion based on the surrounding environment? Is beige a warm color or a slight grey cool color when viewed under different lighting conditions?

Studies have shown that bright warm colors (red, orange and yellow) are known to stimulate excitement and generate activity. This is why kids toys are often packaged in these colors. In order to imply speed and efficiency, most fast-food branding consists of these bright colors as well.

Warm colors can also cause a different response based on the value.
Restaurants that want to convey comfort will choose deep warm colors, such as burgundy or burnt orange to increase longevity – which in turn increases the chance of ordering additional treats. Coffee, dessert anyone?

On to the cooler side of things, ever wonder why performers wait in a designated area called The Green Room? Light cool colors (green, blue) are known to have a calming effect.

We associate green to grass and the outdoors. Blues are representative of the sky and ocean. With these built-in instincts to understanding color, it’s no surprise that many health and beauty products apply these colors to their branding efforts.

These same cool colors displayed in a deeper value represent another meaning as well.
Subdued blues, for instance, are considered to be professional and trustworthy. Financial institutions often use blue for this reason. Many uniforms are also in a dark blue, such as those used by the police. Deeper greens are associated to wealth and quality; hence the color of money.

Given these implications, it’s important to understand that color plays a critical role in memory recall, which makes color consistency in branding a critical necessity.

The examples above only touch on the fundamentals of color and psychology. Every good designer should understand these basics and apply the best colors needed for their products and target markets.

Jennie Quimbita (JQ)