#GetRecognized Using Color in Branding

  • Mar 31, 2020

By Morgan Hull


During this time of the COVID-19 outbreak, the Marked Promotions team is sending everyone well wishes to safe and healthy.  Many of us are home right now, which presents various hardships; however, we would like to encourage everyone to try and maintain a positive attitude, and use this time to focus on branding and marketing efforts that you might have been putting off or just haven’t had the extra time for.


Have you ever wondered why your promotional products and marketing efforts working for you?  You might have the best promotional item picked out, perfected you brand logo, and have the best slogan in town, but something just isn’t working.  Take a closer look at the colors (or lack thereof) in your branding.


Let’s look at the psychology of color in marketing and branding to better understand why your choice of color is so crucial to success.  Color psychology is simply the study of how colors affect people’s perceptions and behaviors.  In marketing and branding, color psychology is more specifically focused on how colors impact consumers’ impressions of a brand and whether those colors persuade consumers to consider specific brands or make a purchase. 


Up to 90% of subconscious judgments are based on color and related to visual elements. 


It is important to keep in mind that personal experiences, preferences, upbringings, and cultural differences can influence interpretations and effects of color. Please explore the below infographic from Iconic Fox, to see why certain brands have chosen specific colors for their logos and learn more about how each color influences consumer emotions, purchasing decisions and how a brand is perceived.  


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Although there are no concrete answers for how a color will directly affect people, understanding your audience, the position you want your brand to take in your market, the brand personality you want to express, and your overall marketing and branding goals, will put you on the right track to making practical decisions about color.


When you’re ready to design your next promotional campaign, give our in-house art department a call, and they can guide you through what product colors will work best for your brand and overall marketing goals, and visit www.markedpromo.com to view our wide variety of promotional products.

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