The views of this article are the perspective of the author and may not be reflective of Confessions of the Professions.
Color and Emotion for Effective Marketing and Branding
There are billions of dollars that go into advertising each year. Every major company has a whole team of consumer psychologists to research the behavior and purchasing habits of consumers in order to maximize profits. A consumer psychologist will determine the target audience and what causes customers to buy and even when they purchase products. The job of a consumer psychologist is a very important one, as they are the ones to employ a working strategy that gets consumers to actually buy products a company is selling, and to market the product in a way that will actually sell and make profit.
Colors, images, shapes, and sizes have all been researched and represent a company and the products it is offering. Every company has specific colors in its logo because the company wants its consumers to subconsciously acquire bits of information in order to develop trust. If a company is able to establish its image in the mind of any consumer, even if the consumer is no where near the company, the company will ultimately eventually make that sale.
The most important factor of any company logo is the colors it chooses. Colors can represent many different things and although people associate certain emotions with colors, there are set colors that play upon emotions.
This infographic shows a color and the representative emotion, and displays associated company logos.
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Yellow/Gold – Optimism, Clarity, Warmth – Nikon, UPS, National Geographic Channel, Denny’s, IMDb, CAT, Sprint, Chupa Chips, Pennzoil, Subway, Shell, IKEA, Best Buy, DHL, Hertz, Good Year, Sun Chips, Ferrari, Schweppes, AOL Instant Messenger, McDonalds
Orange – Friendly, Cheerful, Confidence – Nickelodian, Hooters, Amazon, Payless, Firefox, VLC Player, Orioles, Fanta, Starz, Harley-Davidson Motorcycles, Crush, Blogger, Boost, Shutterfly, Gulf
Red – Excitement, Youthful, Bold – Kellogg’s, Nintendo, Kmart, YouTube, Coca-Cola, Oracle, CNN, Netflix, Virgin, Exxon, LEGO, Ace, Target, Lays, Budweiser, Fritolay, Canon, Wells Fargo, KFC, Dairy Queen, K, Avis, Triple A, Nabisco, Heinz
Purple – Creative, Imaginative, Wise – Syfy, Monster, Big Brothers Big Sisters, T-Mobile, Aussie, Barbie, Orkut, Lynx, Welch’s, Hallmark, Cadbury, Odeo, Taco Bell
Blue – Trust, Dependable, Strength – Dell, JP Morgan, Lowe’s Flickr, American Express, Twitter, Intel, HP, NASA, Oreo, WordPress, Ford, Facebook, Volkswagon, IBM, Walmart, Pfizer, Oral-B, Ocean Spray, Vimeo
Green – Peaceful, Growth, Health – John Deere, Whole Foods Market, Land Rover, Animal Planet, Girl Scouts, Tropicana, Spotify, HESS, Starbucks Coffee, Holiday Inn, Publix, Monster Energy Drink, BP
Gray – Balance, Neutral, Calm – Cartoon Network, ABC, Apple, Wikipedia, Hyundai, Honda, Nike, PUMA
Rainbow – Diversity – NBC, Google, Microsoft, Ebay
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Matthew Gates is a freelance web designer and currently runs Confessions of the Professions.