February 4, 2015

The Power Of Color in Branding

We’re not sure if you noticed, but here at JayRay we’re all about red. Our logo is a red chair, our newsletter is called Red Sauce and 12 out of 13 JayRayers prefer red wine!

What does your brand color say about your company and its personality? Some studies indicate that the color of a product can influence 60 to 80 percent of a customer’s purchasing decisions. So what colors should your company choose?

Here’s our take on selecting a palette:

  • Consider Competitors. While research suggests that blue is a color that evokes trust, you should always be aware of what your competitors are doing. If every bank or credit union in your market is using a similar hue of blue, consider another color or an accent color in addition to blue. Differentiating your company and its brand through your color palette is one way to stand out.

  • Play Up Personality. Is there a complimentary color that reflects your brand personality and will help further differentiate your brand? Another way to think about this: If your brand personality is fun-loving and bold, you may want to consider a brighter, more vibrant color, for example, rather than a conservative tone.

  • Make Your Brand Color(s) Meaningful. While Columbia Bank uses a color that many financial organizations choose, they make it more meaningful by using a blue couch as a visual device in their TV spots—and in each branch location. And many State Farm commercials feature a friendly agent, always clad in a red polo, helping to reinforce the company’s brand color.

Learn more about selecting your brand colors with our 3 Step Color Formula to Live Your Brandinfographic.