The Psychology of Color and How Consumers View Your Logo and Brand.

Your logo says a lot about your brand. Are you sending the right message?

The one known critical element in brand building is design.

Each year companies spend billions trying to build a brand that people just can’t resist.

As noted by Harvard Business Review, the convergence of brand and design are more important today than ever before.
You don’t have to look any further than of Apple and Tesla for proof.

From Fortune 500 companies to personal brands, it all starts with a logo. Would the Nike brand be as powerful without its signature “Swoosh” logo? What about Apple, with its iconic logo?

Size, shape, font, and other design-related details are the key factors in a great brand design, but color is absolutely critical as it even has the potential to affect conversion rate.

Studies show that certain colors generate certain feelings; choosing the wrong one can speak to your potential customers in ways you possibly hadn’t intended.

So just how does logo color influence the way consumers view your brand?

This infographic lays it all out for you:


Want to know how important is it to get the color of your logo or brand just right?

Nearly 85 percent of consumers cite color as the number one reason for buying a particular product!

Here are a few statistics to keep in mind:

1. Eighty percent of people believe that color increases brand recognition.

2. Colors are associated with different feelings. Blue, for example, conveys strength, honesty, calm, and trust. Red, on the other hand, is all about boldness, love, excitement, and energy.

3. The top brands turn to a variety of colors for their logo and other branding material. Facebook is blue, Coca-Cola is red, McDonald’s is yellow, Starbucks is green, Sony is black, Yahoo is purple, and so on.


Remove customer stress and improve your conversions!

If you aren’t sure what conversions are, here is the a definition:

A website conversion is the most important factor to the success of your online marketing strategy and goals. It means getting your visitors to do what you want them to do, whether that is to buy your product, sign up for your newsletter, register for a webinar, download a whitepaper, or fill out a lead/contact form.


With an unimaginable number of products and sites to choose from, holiday shoppers are not surprisingly overwhelmed.
In fact, according to customer advocacy platform Needle, results from a national consumer survey finds that gift-giving causes 84 percent of respondents stress. It’s so bad that purchasing the “right” gifts for everyone on their list stresses the majority of shoppers (79 percent) making it even more stressful than spending time with extended family (31 percent) and holiday travel (26 percent).

It’s not just shoppers who are tense. Since the holidays represent a good portion of retailers’ annual sales, they’ve prepared for the next six weeks all year by finding ways to optimize their inventory, their websites, and how they acquire and retain customers more efficiently.

The answer may just be in meeting in the middle. It seems that by reducing stress for shoppers it is likely to increase revenue for retailers.

This strategy is a recurring theme in Monetate Senior Director of Digital Marketing Insights Brett Bair’s “3 P’s to a Successful Holiday Experience.”


Since many websites only see customers once a year, Bair advises us to use this knowledge to dictate what experience retailers give them on their websites. For example, a user searching for men’s items close to the holidays may be searching for a gift for a spouse or parent. To be certain, it would be ideal to have some information on this shopper (particularly gender or past purchases), but presenting the shopper when they come back to the site with content like “Great Gifts for Dad” or “Gifts for Him Under $50” is a safe bet and makes the experience relevant for that customer. In a hyper-competitive retail environment, personalization becomes a competitive advantage.


While holiday shopping starts at different times of the year for different people, those waiting until the last month put a lot of faith in retailers and mail services that their packages will be delivered on time. Bair believes shipping and shipping deadlines to be some of the bigger pain points of the season. Monetate provides a way for retailers to personalize these logistics based on location. Knowing where the customer is, the platform can present highly targeted information around shipping deadlines (e.g. “You have 12 hours left to take advantage of free shipping” or “You have one day left before you’ll have to pay for expedited shipping to receive it by Dec. 24.”)
This type of personalized shipping information reduces customer anxiety and frustrations (our Associate Editor Allison Howen recently wrote about her mom’s less-than-ideal post-Christmas delivery) while providing shoppers a reason to make that purchase now. This sense of urgency can help them make a quick decision, rather than continuing their research on a competitor’s site.


Holiday shopping is when people are “buying things they are not very familiar with,” according to Bair. This presents an opportunity for retailers to guide visitors to the right purchase. Remember, shoppers are more stressed about finding the perfect gift than spending time with a relative and all their opinions (tis’ the season). Bair advises retailers to call out specific products, like “customer favorite,” “top rated” or “best seller.” By “badging” individual products, retailers are indicating to shoppers what would make for a good gift.

By following these three P’s, retailers can provide a great holiday experience for all the shoppers coming to their site for the first time, for the first time in 12 months or for repeat customers. Bair says it’s so important to be overly diligent during the holidays, because retailer sites see the biggest amount of traffic and biggest amount of new eyeballs, so giving shoppers a really great experience could bring them back for a different holiday in the New Year, like Valentine’s Day or Mother’s Day.

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