Choosing the right branding colours for your business is very important because the persuasive power of colour creates an expectation of what to expect from a brand. The consistent use of strong brand colour builds trust and familiarity that when taken away or changed will cause confusion and disconnection with customers. Purple Kit Kat and red Cadbury just look wrong! You do not instantly feel the rush for a Kit Kat quick sweet treat or that luxurious taste of Cadbury chocolate.
When you see a certain colour, you subconsciously react in a specific way. This comes from years of conditioning from the time we are born and is specific to different cultures. That’s why many brands use similar colour palettes and limit the number of brand colours to an average of 2. A study of the world’s top 100 brands (by brand value) showed that the most popular logo colour is blue, followed by red and black.
So, I thought I would conduct my own study and looked at the logo colours of a group of 38 businesses in Sydney networking group, BNI CBD Connect.
My Independent Study Results on Brand Colours
My study showed exactly the same result. Most of the group used 2 logo colours – with the most common colour, used by 37% of the businesses, being blue.
Why is it so popular? Blue is a cool colour often associated with trust and stability. It is a safe colour. Dark blue brings security, professionalism and formality whilst light blue is more calming and lends itself to tranquility, trust and openness.
Red was the next most common colour representing 13% of logos. Red is energetic and attention-grabbing, showing excitement, strength and power. Neck on neck with red was black. Black is associated with prestige and power as well as glamour, luxury and elegance. The single gold colour logo speaks the same language.
Green tones (11% of logos) are associated with freshness, harmony and growth. Wisdom, serenity and loyalty are symbolised by the turquoise logos (5%). A further 11% of logos were in the purple to mauve colour bracket. Purple representing quality, truthfulness and sophistication through to serenity at the lighter end of the spectrum. Lastly, orange is playful, enthusiastic, happy, friendly and connected and is used by 8% of the group.
Colour Should Fit Brand Personality
Colours are most effective when consumers believe that the brand’s colour “fits” the brand. Colour should align with a brand’s personality rather than aim for a certain preconceived expectation based on your industry. There is no right or wrong, but strong use of colour plays a very important role in branding. Using the persuasive power of colour is useful in creating an accurate perception about your business.