How Colour and Brand Image Affect Consumer Purchase Tendency

1. How Color and Brand Image Affect Consumer Purchase Tendency They say not to judge a book by its cover, but when it comes to branding, the cover is the most important feature. The visual appearance of your brand and your product is the most basic and among the most import aspects to ensuring your business’s success. This is because the brand image is the first thing a customer will notice about your product and will determine how they view your company as a whole. The logo and packaging are the showcase to your brand and it is important not to overlook any details in the design process. Color in particular, has tremendous effects on the brand’s overall image. This is because color has the ability to subconsciously affect a consumer’s opinion of the brand. Different colors have different meanings and connotations behind them. For example, the color red creates energy and is associated with excitement and can physically raise blood pressure and heart rate. Other colors such as blue cause the body to produce calming chemicals and promotes trust in consumers. Green is associated with nature as well as growth and money. Many banks choose to use green or blue in their brand image, such as TD and RBC. White is associated with cleanliness, which is why many hygiene products choose to incorporate this color, such as Dove. When the consumer subconsciously draws these ideas about the product, they make

2. connections between the brand and the values the company portrays. This establishes customer loyalty and a relationship between the customer and brand. Research suggests that 93% of shoppers base their decision on whether or not to buy a product based on the appearance of the company logo, brand or product packaging. Furthermore, color can increase brand recognition up to 80% and that is very important point to consider for eCommerce website design. Think of McDonald’s —one of the world’s most internationally recognized brand. The first thing that comes to mind is the red and yellow golden arches. Another company, FedEx uses orange and purple for their air deliveries as well as orange and green for their land deliveries. A memorable logo, creates a memorable brand. Any time a customer makes a product selection, odds are it will be based on appearance. Appearance is what sets your brand apart from the competition. It’s all about choosing the best colors, images and overall theme to suite the target market. References: https://precisionintermedia.com/color http://www.colormatters.com/color-and-marketing/color-and-branding https://www.imediadesigns.ca/2015/09/23/how-colour-and-brand-image/