Small business owners fret over what their logo looks like. They want it to be clean, cool or fancy. What they should really focus on is how it makes a customer feel since logos play a large role in their purchasing decisions.
Researchers at the University of Amsterdam found that children as young as two years old could recall a logo and its product 67% of the time. By eight, 100% of children tested could associate the logo with the product.
Brand logos are valuable property because they evoke emotions connected with buying. For the first time in the history of Interbrand’s Best Global Brands report, Apple was the top brand. Google jumped to number 2 and Coca-Cola, the brand that held the number one position for 13 years was number three. The total value of all 100 Best Global Brands was $1.5 trillion with the Google brand logo being worth over $100 billion alone.
According to a new research at FinancesOnline, colors evoke a specific emotional response from a customer. This is important since 75% of all buying decision are emotional. Here are what specific colors mean.
Emotional Responses to Colors
Active, passionate, trustful, love, and intensity. Think Coca-Cola and Target. Red Bull wants customers to see their brand as intense and active.
Energy and joy. Think Ferrari, Shell and Best Buy. McDonalds wants customers to associate their brand with happiness.
Creative, determined, joyful and the beach. It can stimulate mental activity. Think Fanta and Firefox. The Home Depot wants to help its customers be creative in the Do-It-Yourself market of home construction and repair.
Often associated with feminine brands. It means love, warmth, sexuality and nurturing. Think Barbie and T-Mobile. Oprah’s Oxygen network is aimed at women.
Depth, stability, calm, trust, comfort, and reliability. Think Samsung, IBM, Intel, GE and Ford. When a customer buys from Nextiva, they know that their office communications will always be reliably delivered.
Relaxing, peaceful, hopeful and natural. Think Starbucks and BP. Heineken beer wants their customers to feel exactly this way.
Associated with the Earth. It means reliability, support, dependability and grounded. Think Godiva Chocolate and M&Ms (at least the brown ones). UPS has become synonymous with this type of consistent reliability.
Formal, mystery, bold, luxurious and serious. Think Blackberry. Customers shop at Tiffany’s for that special occasion.
A logo should not just be “pretty or cool.” Determine what feeling you want your brand to evoke and then choose your colors wisely.
This article, provided by Nextiva, is republished through a content distribution agreement. The original can be found here.
Color Photo via Shutterstock