Brand recall and color conditioning
Consistent color use across logos, packaging of products, and the predominant color in ads are a significant factor in the recall of that brand later on. For example, if you enter in a room and see a red drink can on a table, due to years of association and conditioning you might instantly think it is a can of Coca-Cola®; in the same situation if the can was blue, you might think it’s a Pepsi® and so on. This is correlation between color, consistency, and brand recognition.
Looking beyond the product itself, Pepsi® also uses blue color as subliminal branding across all mediums, even though its logo is actually blue and red. If you investigate their social media pages, blue appears as a predominant color. It is quite conclusive that if a brand consistently uses a color, and makes that color part or all of its logo or emblem, then consumers are more likely to remember that brand (Huang, Lin & Chiang, 2008).
Marketers use colors in their strategies to evoke different emotional responses like flow, presence, immersion, and fun. Obvious examples: organic products use green; luxury brands use silver and gold; toy brands use bright, playful primary colors including red, green and blue; and tech companies favor black. Driven by centuries of conditioning, all shades of pink are favorites for brands desiring feminine associations while blues are favored for brands desiring masculine associations.
In a 2017 study by Zailskaitė-Jakštė and his colleagues, they analyzed 785 images used by 35 brands on Facebook (Blackberry®, Intel®, Microsoft Lumia®, Play Station®, Samsung Mobile®, Samsung Mobile USA®, Skype®, Huawei Mobile®, Sony Mobile®, Windows®, Kit-Kat®, McDonalds®, Nescafe®, Pizza Hut®, Pringles®, Starbucks®, Oreo®, Subway®, Pepsi®, Red Bull®, Zara®, Adidas®, Adidas Originals®, Converse®, H & M®, Nike® Football, Victoria’s Secret®, Amazon®, Walmart®, iTunes®, Netflix® and Volkswagen®). They identified that shades of black, brown, gray and blue colors worked best to capture attention. Well, that’s nice… but how does that help your particular “brand” today?
After reading this article you now have more information on color - and know there are many factors to consider in a color choice. But I’m willing to bet you may be even more at sea now than before when it comes to actually making a color choice!
It is precisely this quandary that led to the development of QMocha’s color analysis tool. We designed it specifically to dig deep into your posts and engagement to help answer the question of which color works best for your unique brand. Our AI measures and analyzes how your followers respond to your color choices, then reports back to you with only a couple of clicks. You don’t have to spend hours digging through research and analytics anymore in search of the answer - our algorithms work continuously in the background, awaiting your command! See what QMocha suggests, and get feedback along the way as you start zeroing in on the color or color palette best for you. There is simply no better tool available to unravel the mystery of which color works for you!.
- Huang, K. C., Lin, C. C., & Chiang, S. Y. (2008). Color preference and familiarity in performance on brand logo recall. Perceptual and motor skills, 107(2), 587-596.
- Zailskaitė-Jakštė, L., Ostreika, A., Jakštas, A., Stanevičienė, E., & Damaševičius, R. (2017, May). Brand communication in social media: The use of image colours in popular posts. In 2017 40th International Convention on Information and Communication Technology, Electronics and Microelectronics (MIPRO) (pp. 1373-1378). IEEE.