Colour increases brand recognition by up to 80%

Colour plays a fundamental part in the reflection of any branding. In fact, choosing the correct colour for your visual identity can increase brand recognition by up to 80%*.

No matter what your business is about, colour needs to reflect your business as a whole – different colours work for different projects and brands.

In today’s society we are bombarded every day by products, signage, and advertisements trying to gain our attention. According to the way our natural senses function – colour is the most influential, followed by shapes, symbols, and finally words. So it’s no surprise that many of the most recognisable brands in the world use colour as a fundamental part of their visual identity to increase brand recognition.

Research has reinforced that 60% of the time people decide if they are attracted to a brand or not – based on colour alone “If a picture is worth a thousand words, a picture with natural colours may be worth a million”.

The statistics

Source: Conducted by Xerox Corporation and International Communications Research from February 19, 2003 to March 7, 2003

It’s no surprise that Myer chose to use black only as part of its branding as it’s associated with sophistication. Alongside Myer, David Jones, Chanel and Dior all use black throughout their branding. It’s safe to say that this shade is timeless, and a perfect option to display elegance.

Red is scientifically proven to increase your heart rate and raise your blood pressure. Coca Cola has used the red colour for nearly a century but why? Because it is associated with boldness, energy and urgency. Coca Cola originally was created as a caffeine-drinkers choice for a cold beverage way before energy drinks were even invented – which is why red was chosen initially. Did you know that – “94% if the worlds population*” recognise Coke’s red and white logo? *Via Business Insider

Facebook’s logo has changed over the years, but Facebook retains its blue colouring. Research has shown that blue is the world’s favourite colour, standing for trustworthiness and reliability, and is associated with communication. Furthermore, blue is also the best colour to disappear into the background, which ensures that users can focus on the content.

Colour meanings

Blue – security, trust, worthy, stability, loyalty, wisdom, confidence, trust, friendliness, preservation, courage, signage

Red – energy, power, leadership, courage, passion, joy

Yellow – optimism, childish, freshness, education

Pink – romantic, feminine, love, beauty

Orange – cheerful, enthusiasm, creativity, fun

Green – wealth, prestige, luxury, peaceful, nature

Black – powerful, mysterious, elegance, sophistication, functionality

Something to be avoided – If your a company with strong brand recognition, then be sure to keep your colour scheme consistent – altering a colour scheme at your leisure can have dangerous results to your brand recognition.

*Source: University of Loyola, Maryland Study