Marketers know the importance of choosing brand colors wisely – and sticking to them.
It’s strange, but color has a real effect on consumer behavior. For example, an auto dealership may showcase black auto models in advertising or TV spot because black is known to be sophisticated, luxurious, and modern which is appealing to prospective buyers. Certain CTA buttons even use colors that encourage a sense of urgency to increase conversions.
Within the food and restaurant industry, a lot of brands use red and/or yellow because red increases appetite, while yellow is an attention grabber and radiates cheerfulness—which makes for the ultimate combination.
Your brand’s colors are also necessary for consumer recognition. For example, most shopping is done on the basis of brand recognition, particularly at the grocery store. If Arm & Hammer changed their signature color from yellow-orange to bright purple, customers who shop purely on recognition would overlook the product on the shelves more easily. Not only is your color important, but so is the consistent use of it in the public market.