Your logo and brand colors often create that key first impression in your customer’s mind—and visual impressions impact customer response. To harness the power of visual stimuli, you need to understand the psychology of color.
Color invokes multiple layers of meaning, including instinctive responses associated with primal impulses and modern cultural cues based on familiar use…which means you can send a memorable message to your customers even before your first interaction.
So what do your brand colors say about your brand and your company?
Let’s take a look at some familiar logos and what their color choices represent.
Red is exciting, provocative and passionate, but red also conjures up images and feelings of fiery warmth and heat. It’s a popular choice for restaurants because it’s known to stimulate appetite. If you’re looking for dynamic, impactful and passionate brand colors, red is a good choice.
Blue is a popular color for corporate logos. Blue is calming and it represents professionalism, responsibility, security and integrity. It’s popular with companies and government institutions that want to inspire consumer trust. It’s an authoritative color. However, it should also be noted that blue is one of the most popular colors on the web. Twitter isn’t a deadly serious corporation, but can you imagine it in any other color?
Yellow is the color of the sun and can imply positive, creative vibes. But use yellow carefully. Yellow is often used in caution signs and has been culturally associated with cowardice. It’s often paired with red to stimulate appetite and makes a great accent color for other nature-related colors such as blue or green.
When considering new brand colors, carefully consider the visual impact your new logo and brand will have on your prospects and customers…and what impression you want to make. The right color speaks directly to your target audience and invokes a specific emotional response: fear, desire, trust, or even diversity.
Do your brand colors send the right message? Contact Cultivate and have our team of experts review your materials and get started on a brand analysis today.
P.S. Learn more about brand colors and their best uses. Check out this informative Marketo infographic:
Want to make an emotional connection with your B2B audience on your next marketing campaign? You’ll need a deep understanding of who your customers really are—and you might have to go against convention to reach them.
Consumers are bombarded by thousands of ads per day. Standing out is no easy task. An emotional connection to your brand is sincere, powerful and hard to shake. It inspires trust and loyalty and goes beyond that fleeting moment of recognition.
B2B or B2C, it’s all Human-to-Human (H2H)
The general perception is that, in B2B, business customers make decisions solely based on cost (i.e. getting more for your money). However, a surprising CEB study shows us that’s just not the case. It turns out businesses are even more invested in emotional currency than individual consumers…which only makes sense, seeing as consumers can return or cancel if they make a mistake, but a company-wide service, software, goods purchase or other investment can represent a huge investment in time and money that’s hard to reverse.
GE has a great example—they’re bent on making brilliant emotional connections to high-level concepts by humanizing new ideas in energy production and cutting-edge technology. (In some cases, quite literally). While these ideas may seem like appeals directly to the consumer, individuals don’t buy power directly from GE, power companies do. The purpose of these emotional campaigns is to build human-to-human consumer trust, strengthen their brand and inspire confidence. GE never forgets that businesses are populated by real people—and at the end of the day, people are making decisions for business growth.
Here’s how you can make that real, emotional connection with your audience, even if you’re B2B…
Hit Them Right in the Feels
Cheerios goes right for the heart. In their eating breakfast with Nana commercial, a son wonders if eating Cheerios for breakfast is like eating breakfast with his (presumably departed) grandma, because, as his mother says, “Cheerios has pretty much been the same forever.”
The B2B Approach: Revisit your favorite customer satisfaction stories. How did you make your customer’s life easier that day? How did you make that customer feel? Retell these stories on your website or company blog.
Offer an Invitation to Sit at the Cool Kids Table
Consumers attach to brands because people like to feel like they’re part of something—like they’re members of an exclusive club. Many brands have created an emotional connection by finding new ways to make customers feel hip, cool and fashionable. One of the most iconic campaigns in history features celebrities and athletes sporting milk mustaches or growing up to meet success. “Got Milk?” is a simple slogan with a powerful message: If you want a body like this, you gotta drink your moo juice.
The B2B Approach: Loyalty programs and repeat customer incentives work wonders: your customers feel valued and appreciated and you get more repeat business. It’s win-win. Invite your customers into your exclusive club with an offer they can’t refuse.
Tap Into Social Conscience
Whole Foods goes right for social consciousness, emphasizing sustainability, organic eating and giving back, speaking directly to popular social causes. For example, if you bought your Christmas tree from Whole Foods, they made a donation to the Arbor Day Foundation. (“You buy a tree, we plant a tree.”) With social media dominated by alarming messages about dying bees, meat full of hormones and global warming, it’s the perfect time for messages about responsibility, sustainability and healthy eating. If the state of the world’s food supply concerns you, shopping at Whole Foods just feels like the right thing to do.
The B2B Approach: Do you have a page on your website dedicated to your company’s values and the causes you support? Even if your biggest contribution last year was sponsoring a kids’ softball team, there’s a story in that and we guarantee your customers are interested in how your business contributes to your community.
Emotional appeal isn’t just for B2C, it’s also a powerful tool for B2B marketers who understand their audience. Use it to build trust and loyalty as you connect with your customers at every stage of the buy cycle.