Color plays a huge role in all of our lives. It can be the make or break on the top that we want to buy or it can make your mood a little lighter or it can even make you hungry!
When it comes to designing with color, much consideration should be spent on the right colors or the combination thereof.
The right color for a brand can enhance communication efforts, it can create the right response, therefore increasing profit.
Here are a few points found in research :
- Marketing research indicates that more than 80% of visual information is related to color.
- Color can improve readership by 40%, learning from 55-78% and comprehension by 73%.
- Tests also indicate that a black and white image may sustain interest for less than 2/3 of a second, whereas a colored image may hold the attention for 2 seconds or more.
- 92.6% said they put most importance on visual factors when purchasing products. Only 5.6% said that the physical feel via the sense of touch was most important. Hearing and smell each drew 0.9%.
- Research revealed that people make a subconscious judgement about a person, environment or product within 90 seconds of initial viewing and that between 62% and 90% of that assessment is based on color alone.
- Advertisements in color are read up to 42% more than the same ads in black and white.
- 92% of businesses believe color presents an image of impressive quality and makes them appear more successful
- 90% of businesses feel color can assist in attracting new customers
- 90% Believe customers remember presentations and documents better when color is used
After reading these stats, it makes much more sense to put the time into choosing the correct shade of the correct color, after all, a certain shade of blue may cause a client to run for the hills, while others want that shade of blue on absolutely everything.
Color provides strong visual statements yes, but it is much more than that, color is an emotional language and a great symbolic tool for designers. Marketers know, to have a strong connection with the audience is to connect emotionally, color is breaching that gap.
Case Study : Heinz
Consider the phenomenal success Heinz EZ Squirt Blastin’ Green ketchup has had in the marketplace. More than 10 million bottles were sold in the first seven months following its introduction, with Heinz factories working 24 hours a day, seven days a week to keep up with demand. The result: $23 million in sales attributable to Heinz green ketchup [the highest sales increase in the brand's history]. All because of a simple color change.
–Statistics and case study from http://www.colormatters.com
