Question: what do McDonalds, Burger King, KFC, Pizza Hut and for those old enough to remember it, Wimpy have in common?
Answer: the predominant colour of their logo is red.
Coincidence?
No, it is certainly not.
Research shows that the colour red evokes strong emotions, stimulates appetite and also promotes impulse decisions. Hardly surprising that these companies all went with the same brand colour.
What Colour Should I Choose?
Red – Promotes strong emotions, encourages appetite, increases passions and intensity. Used by McDonalds, Coca-Cola, Kellogg’s and Heinz.
Green –Synonymous with calm, freshness and health. Promotes nature and new growth. Used by Land Rover, BP, Starbucks and Tropicana.
Blue – Thought to put people at ease, as it is reminiscent of the sky and ocean. Creates a sense of security and trust but curbs appetite. The most popular brand colour, used by the NHS, American Express, Facebook and Ford.
Purple – A sophisticated colour. Associated with royalty, wealth, success and wisdom. Used by Yahoo, Hallmark and T-Mobile.
Yellow – Communicates hope, cheerfulness and optimism. Encourages communication and energy. Used by Shell, Yellow Pages and DHL.
Orange – Reflects a combination of the cheer of yellow and the passion of red. Colour is associated with being full of life, excitement and enthusiasm. Used by Nickelodeon, Harley-Davidson and Fanta.
Whilst changing your company branding and logo in light of any revelations above may not be an option, it is certainly possible to ensure that the prominent colours on your stand are connected to your brand values and the emotions you need to tap into with your perspective clients.
