Color Consultants and Selecting Brand Color Schemes

Abstract - Every brand, organization, company, gathering, or idea has color associated to it, and with that color comes emotions. Colors are seen in every aspect of life but most heavily influenced in marketing tools. This paper examines how color is chosen for different brands based on those emotions linked to it and why those emotions are wanted to represent the brand. With the support of various researchers in the field, this paper will discuss the profession of color consulting, the complexity of colors, the demographics influencing color choice, and the brand’s part to play in this whole production.

KEY WORDS: color, consultant, demographics, brand, emotions, etc. 

Introduction 

“A product has one-twentieth of a second to halt the customer’s attention on a shelf or display” (Morton, 2019). Meaning that if the color chosen does not immediately register with the onlooker, the pairing of color to brand has failed. Recognition of brands relies on the colors it has chosen to represent themselves. Brands choose different colors as representatives based on the common emotions and meanings that are associated with them and which fit best to the products or services being produced. 

Literature Review 

Color Consultants

Color consultants are specialists in their field who analyze the complexity of colors and create color solutions or schemes for client’s. These consultants are also considered experts in which they are fluent in the most up to date color psychology, trends, design theories and demographic statistics to best suit individual client’s needs. These professionals are scientists of color who take the psychology and physiology of the human brain into account when developing color selections. 

Color is a vital part of creating brand identities and determining their success. Research has shown that when people make subconscious decisions based on visuals, the majority of that assessment is based on just color alone. As found by the University of Loyola, Maryland study, color increases brand recognition by 80 percent (Morton, 2019). In a case study of Heinz, it was reported that a simple change in color of their well-known red ketchup bottles to green Heinz EZ Squirt Blastin’ ketchup made a huge difference in their sales. This switch led to the highest sales increase in the brand’s entire history. Brands also utilize customization to appeal to their target audiences. Companies have made their products personalizable as mass communication strategies while remaining known to their consumers of the brand name. 

Color 

Color is used in marketing and advertising to emphasize specifics of the visual. Color has been researched to show that it increases memory and recognition. Psychologists have continuously documented that “living color” boosts memory for the scenes in the natural world as well as appealing more to the human senses. Color is also known to engage and increase participation in advertising. In a study on phone directory ads, advertisements produced in color are read up to 42 percent more often than its black and white counter advertisements (Morton, 2019). 

Color is often used as a form of stimulation that addresses the needs for basic neurology. Vision is the human’s primary source for experience, reporting that approximately 80 percent of what is assimilated is through visual recognition (Morton, 2019). Saturation refers to the amount of pigment found in a color, ranging from dull to vivid depending on the level of saturation. Value is also taken into account in reference to color. This concept of color displays varying lightness and darkness of a visual. Hue of a color supports the idea that color can be understood through semantic and associative network theory.  

Color carries intrinsic meaning which influences the brand’s identity and recognition as well as the desired image. Color establishes a two dimensional framework in terms of the first dimension referring to the stimulus of arousal and the second being evaluative responses (Labrecque, 2012). The semantic meaning of color is also influenced by its attachment to colors and brand meaning. Common color associations include: 

White: 

• Linked to sincerity, purity, cleanliness, simplicity, hygiene, clarity, and peace 

• Occasionally happiness 

Yellow: 

• Cheerful, optimism, arousal, excitement, extraversion, friendliness, happiness, cheerfulness 

Pink: 

• Nurturing, warm, soft, feminine, sophisticated 

Red:  

• Excitement, arousing, stimulating, activity, strength 

Orange: 

• Lively, energetic, extroverted, sociable

Blue: 

• Competence, intelligence, communication, trust, efficiency, duty, logic 

Brown: 

• Seriousness, reliability, support, earthiness, nature, protection 

Black: 

• Sophistication, glamour, power, stateliness, dignity, elegance, status, richness, dignity 

Purple: 

• Dignified, stately, royaly, social, feminine 

Green: 

• Nature, security, outdoors, ruggedness 

From these common color associations, researchers note that saturation has a positive impact on arousal and value has a negative effect (Labreque, 2012). Higher saturated colors have a positive inducing impact of feelings of dominance and excitement with its counterpart value decreasing these same levels. 

Demographics 

Color associations with nationality, gender, and age are different in various settings. These demographics reveal what colors are most successful in different parts of the world and appeal to people of different ages and gender identities. Researchers have studied the symbolism of colors to show which would be most successful for that particular demographic. The Global Color Survey by color.com researchers gathers data in real time about the effect of color on people's priorities and preferences (Color, 2021). 

Brands 

Brand personality is a set of human characteristics that have been attributed to a specific brand’s name. This concept encourages personal self expression and association to the brand. Aaker has developed a standard brand personality scale based on the “Big Five” personality traits (1997, p.347).  These big five traits include: sincerity, excitement, competence, sophistication, and ruggedness. This work has proven to show that brand personality impressions alter consumer attitudes and increase purchase intentions of the consumer. According to the findings of the studies done by Labrecque, nonverbal elements contribute to creating the personality of the brand (2012). Once a brand has chosen a color scheme to represent themselves, it is difficult to change. 

Further Research 

Within the development of this research, there were limitations in sourcing and details pertaining to the creation of individual brand color schemes. In the future, this field could benefit from the introduction of more aspects of clients that impact the emotions tied to different colors. There could also be advancements in the analysis of color on non-design variables like quality and the effect of the number of colors included in a brand’s logo. 

Conclusion 

This paper introduces color theory into the workplace. I began this paper with an introduction to the concepts overview, followed by subsections of the literature review to go into more detail about color consultants, color, and branding. These subsections covered topics within the professional setting of color consulting, introduced the psychology and physiology of colors as it impacts human emotions, and how brands use those colors as representatives of their services. The paper is concluded by the possible ideas for future research in this area. 

APPLIED KNOWLEDGE

Curated Phases

A Colorful Reflection of Nature

Curated Phases is a small business located in the heart of Lake George Village in upstate New York. A boutique store that sells clothing, jewelry, and gifts all made by local artists. The most influential factor guiding the color choices for Curated Phases was the natural environment that surrounds them, so naturally all of their colors can be found in nature. The store's name and storefront presentation reflect the various "phases" of life, using a spectrum of colors to embody this concept. Inside, however, the palette is more focused and intentional, designed to evoke specific emotions and create a cohesive, welcoming atmosphere.

Colors play a crucial role in shaping our perceptions and emotions. For Curated Phases, the chosen palette aims to transport customers into the serene and inviting world of the store:

• Muted Purple (#AA8384): With its low saturation, this shade suggests a laid-back, relaxed vibe, perfectly aligning with the store's atmosphere.

• Calming Green (#6D7B2B): This natural hue is associated with feelings of tranquility and calm, enhancing the overall sense of serenity within the store.

• Warm Neutrals (#F7E0B3, #6F5127): These colors create a welcoming and open environment, making customers feel at ease as they explore the unique offerings.

• Anticipatory Maroon (#783031): Related to red, this color evokes feelings of excitement and anticipation, inviting customers to discover the treasures within.

• Earthy Brown (#6F5127): Symbolizing ruggedness and reliability, this color underscores the store's connection to nature and the authenticity of its products.

Ensuring Accessibility and Readability

Inclusivity is essential, and this palette was tested for color blindness, ensuring accessibility for all customers. The colors also offer excellent contrast for readability, with #F7E0B3 serving as an ideal background for the other shades. This careful consideration ensures that text is easily distinguishable, enhancing the overall shopping experience.

Complementing the Products

The chosen colors not only reflect the natural inspiration behind Curated Phases but also complement the products beautifully. The gold and silver jewelry, along with the clothing and other items, stand out against this palette, creating an aesthetically pleasing and harmonious display.

Typography that Speaks Volumes

To further enhance the brand's identity, the fonts "Brown Sugar" and "Black Mango" were selected. "Brown Sugar" combines classic features with unique angles, adding a special flair that Curated Phases needs in its logo. "Black Mango," particularly in its thin variation, symbolizes the delicacy and uniqueness of the store's products. These fonts will be used for business cards, magazine ads, and brochures, perfectly capturing the essence of the brand.

Curated Phases is more than just a boutique; it's a celebration of local artistry and natural beauty. By carefully selecting colors and typography that resonate with the store's mission, we've created an inviting and cohesive brand identity that reflects the unique charm of Lake George. Whether you're exploring the village or shopping online, Curated Phases offers a delightful experience that embodies the spirit of the community.