Color carries extreme importance in a logo design. Company’s logo can show different meanings with the use of different colors. Color affects perception of people about a new brand and also helps to build its image. Some companies use color to change their corporate image and create a new brand personality for a specific target audience.
Color influences people’s buying decisions as customers make their decision within 90 seconds and most of their decisions are based on the color and appearance of the product. Emotions and thoughts are shaped by it and it effects more than our mood do. It also affects our buying patterns.
Expressing a brand’s characteristics makes one understand that how influential color can be. Color doesn’t only affect appearance of a product but its affect is long term. It affects the initial customer response to your brand’s identity. When there are thousands of other brands out there in the market, it’s the Corporate Logo Design equivalent of the first impression.
Color mapping is a means of identification for potential logo colors for new brands and making sure the brand differentiation within a visually cluttered marketplace.
According to a study if a product fulfills a need or solves a problem, then a functional color is appropriate. If the product conveys attitude, status, or social approval, then a sensory-social color is appropriate. Companies should decide what types of products to produce and then choose a logo color that is significant with their products’ functions.
In a research the effects of perceived brand personality and purchasing intentions were tested. Product and a summary of the preferred brand personality were given to the participants and they had to rate the product on the willingness to buy the product on the basis of its packing color. Result showed that participants are more willing to buy a product whose perceived personality matched the marketed product or service. So color does affect perceived brand personality and brand personality affects purchasing decision.
Even though colors are useful in marketing, its value of usage depends on how it is used and what is the target audience. Color impacts differently on different people, so nothing can be accepted as universally true as the color combination can vary depending on the target market.
One may have the best brand identity concept but not having a relevant color combination can affect Logo Design Services of brand, especially in today’s competitive and cut-throat online business environment.