“Color increases brand recognition by up to 80 percent.” (Source: University of Loyola, Maryland study)

brand-color-eBranding is a word commonly referred to by advertisers and marketing people, but what does it actually mean? Marketing experts define “brand” as the “name, term, sign, symbol or design, or a combination of them intended to identify a company’s products or services.” In other words, a brand communicates the “idea” of your business.

The color psychology of your handmade business’ logo as it relates to persuasion is one of the most interesting—and most controversial—aspects of handmade business branding. Brands and color are inextricably linked because color offers an instantaneous method for conveying meaning and message without words.

Why Color Is Important When Creating Your Brand

  • Research has reinforced that 60% of the time people will decide if they are attracted or not to a message – based on color alone!
  • Color influences first impressions. Research reveals people make a subconscious judgment about a person, environment, or product within 90 seconds of initial viewing and that between 62% and 90% of that assessment is based on color alone. Source: CCICOLOR – Institute for Color Research
  • Color adds interest. More than 10 million bottles of Heinz EZ Squirt Blastin’ Green ketchup were sold in the first seven months following its introduction, with Heinz factories working 24 hours a day, seven days a week to keep up with demand. The result: $23 million in sales attributable to Heinz green ketchup [the highest sales increase in the brand’s history]. All because of a simple color change.
  • Color alters brand identity. Apple brought color into a marketplace where color had not been seen before. By introducing the colorful iMacs, Apple was the first to say, “It doesn’t have to be beige”. The iMacs reinvigorated a brand that had suffered $1.8 billion of losses in two years.
  • Color increases memory. If a picture is worth a thousand words, a picture with natural colors may be worth a million, memory-wise. Psychologists have documented that “living color” does more than appeal to the senses. It also boosts memory for scenes in the natural world. By hanging an extra “tag” of data on visual scenes, color helps us to process and store images more efficiently than colorless (black and white) scenes, and as a result to remember them better, too. – May 2002 issue of the Journal of Experimental Psychology: Learning, Memory and Cognition, published by the American Psychological Association (APA)

Check this infographic below to understand what your brand color is saying about your handmade business. If you have not decided on a brand yet, you can use this in deciding what colors to use:

infographic-colormatters665

In addition, choosing creative, descriptive and memorable names to describe your handmade business can be an important part of making sure the color of the product achieves its biggest impact.

What are your thoughts about using colors to brand your craft business? Let us know on the comment box below.

Gary Capps

I live in the one of the most beautiful places in the world on the Sunshine Coast in Australia with my wife and our 2 dogs, Poppy and Mia. Since 2009 I have helped over 15,000 handmade business owners to grow their business with our software and free tools designed for todays entrepreneurial artisan.

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One Response to “What Your Brand Colors Say About Your Handmade Business”

  1. Nitin Balodi 19. Aug, 2014 at 8:44 am #

    Thumbs up Gary for such a great post with a cool and informative inforgraphic. A color in a brand really affects a product and sometimes become a deciding factor of success and failure of a brand.

    Even marketers believe that the color in trademark has an impact on customers and they have a power to invoke and shape customers’ opinion about a product. Moreover, colors also affect the purchasing behavior of customers to a great extent.

    -Niitiin

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