Your brand’s colors – from your website and marketing materials to the actual products you market and manufacture – can have a direct influence on how well your products sell.
“Studies have shown that a product’s color influences 60 to 80 percent of a customer’s purchasing decisions,” according to Leslie Harrington, the executive director of The Color Association and a color consultant.
However, many manufacturers do not realize the importance of color. In fact, when asked about the color of their products, one manufacturer even told me they selected it because it was not used very much. Since color is the first thing the end-user sees, that is likely not the best color selection strategy.
In 2012, a study of the world’s 100 top brands were analyzed and these were the colors most often selected:*
- Blue, 33 percent
- Red, 29 percent
- Black or gray, 28 percent
- Yellow/gold, 13 percent
Other studies have found that certain colors have different impacts on end-customers. Sometimes, even the same color has different reactions.
For instance, Red is attention grabbing and might help an end-user select a machine such as a floor machine. However, red also means danger and might deter others from making a product selection.
Other examples include the following:
- Blue is trustworthy. Often financial institutions – Chase and American Express, for instance – have blue as their brand color.
- Green denotes fresh, clean, and in the professional cleaning and building industries, healthy. It is a good color for, as you would expect, a green-certified product.
- While least commonly selected, Yellow invariably is associated with optimism, positivism, and “good” energy. But yellow is not eye catching and is typically used as a secondary color.
Color selection for products and marketing materials, as you can see, is very important. Once a color has been selected, however, it is very important to use it for all products and marketing materials, in print and online. Consistency in color is the first step in building a powerful brand.