The Impact of Color on Brand Identity

When you think about some of the biggest brands in the world – Coca-Cola, McDonalds, Starbucks, etc, they’re immediately recognisable without having to see the brand. That’s because their colour(s) and logo are deeply imbedded into our subconscious. Whether it’s the combination of the distinct red on a can of Coca-Cola and that unmistakable white cursive lettering or the golden yellow arches outside McDonalds, we all have a connection to these brands and many others based on color.

Research reveals that people make a subconscious judgment about a product within 90 seconds of initially viewing it and that between 62% and 90% of that assessment is based on color alone.

Branding is all about color. Which is why most fast food restaurants use red, yellow or a combination of both? These colors evoke a certain feeling or emotion because color is communicated quicker to the brain than words or shapes. The positive psychology qualities of red and yellow in relation to the fast food industry – red triggers stimulation, appetite, hunger and it attracts attention. Yellow triggers the feelings of happiness and friendliness, and is the most visible color in daylight.

It’s no surprise that global brands understand the importance of colour, some going so far as to trademark their brand colors. Branding colors can be that strong that only the color is needed for the brand to be identified.

At ExpandaBrand, we share this same passion for color. We utilise only the best printing technology and inks available to ensure that your branding remains in peak condition throughout the year. Whether you’re a moms & pops store or the next global powerhouse, you’ve invested time and money into your brand. So don’t let your brand be let down by your branding – Invest once instead of buying twice.