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 products is the most basic and among the most import aspects that ensure 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 showcases to your brand and it is important not to overlook any details in the design process. Colour in particular, has tremendous effects on the brand’s overall image. This is because colour has the ability to subconsciously affect a consumer’s opinion of the brand.
Different colours have different meanings and connotations behind them. For example, the colour red creates energy and is associated with excitement and can physically raise blood pressure and heart rate. Other colours 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 images, such as TD and RBC. White is associated with cleanliness, which is why many hygiene products choose to incorporate this colour, such as Dove. When the consumer subconsciously draws these ideas about the product, they make 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, colour can increase brand recognition up to 80% and that is a 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 colours, images and overall theme to suit the target market.