Color is all around you, and colors are associated with everything around us. For example, many people consider red the color of love, and a large part of the population views black as a color of mourning. People associate colors both consciously and unconsciously.
Your customers, too, will unconsciously associate your company based on the use of color in your logo and corporate identity. Curious if you are using the right colors for your business? Then read on!
Colors have a big influence!
Believe it or not, the colors of your corporate identity and logo have a greater influence than you think. But After all, no less than 60 to 80 percent of all purchasing decisions are made based on color! This is evident from research by Marketo, an American supplier of marketing software.
And that is actually quite logical, if you know that the first thing consumers see of a logo is the color.
Colors in numbers
A study of the hundred largest brands in the world, measured by brand value, shows that 95% of the logos consist of one or two colors. The remaining 5% consist of more than two colors.
Which colors do you see recurring most often in logos?
- Blue (33%)
- Red (29%)
- Black (28%)
- Yellow (13%)
It is striking to see that only primary colors are used. No clear reason for this can be found. If you have any suggestions regarding the reason, please let us know!
Figurative mark or word mark
In addition to choosing a good color for your logo, it is also good to consider whether you want a wordmark or a logomark. In a wordmark, the name of your organization is used as an 'image'. With a logomark, only a symbol that characterizes the organization is used.
Well-known visual marks include Apple and Nike. Well-known word marks include Coca-Cola and Hugo Boss. Logos also frequently feature combinations in which image and word mark are intertwined. Think, for example, of Adidas and Starbucks.
When starting your own business, it is wise to think carefully about this in advance. If you have a company that is difficult to 'capture', it is a good idea to start with a wordmark that clearly represents your business. This way, customers will recognize your company name faster, and it will be immediately clear to potential customers what service and/or product you can offer them.
What color are you?
When choosing a color, it is important not to rely on your personal preference. It is better to ask yourself: which color suits my (brand) identity? In this infographic from marketo.com There is a comprehensive overview that can undoubtedly help you with this.
If you have chosen a color that perfectly aligns with your identity, it is helpful to keep the following in mind. Let the colors of your logo reappear on your website's landing page, as this increases the impact. After all, color also contributes to your company's recognition.
So, say it with color!
If you would like more information about this, please let us know!