In developing a brand, one must create a story that connects to its customers to create loyal and lasting relationships. As the story of the brand evolves it is important to look at the audience you want to attract. How will you appeal to this audience and get noticed? A brand communicates meaning through the language of color and shapes. It is human inclination to respond to color. Colors convey meaning and message without using words, triggering emotional response. According to Color Marketing Group’s, “nearly 85 percent of consumer decisions are based on color.”
To gain success in building a brand’s story, factor in what the personality of the brand is and align this with color. Color holds power to stimulate responses. What is it you want your brand to say and make people do? Color can increase participation, boost memory and inform. If your brand wants to convey happiness and energy, choose yellow. If your brand wants to initiate trust and truth, choose blue. Picking a color to align with your customer establishes a stronger awareness and loyalty. But how do you know what colors will attract your brand?
When selecting the proper color, research what engages the target audience. If you are appealing to a particular audience look at purchasing habits and recent trends. What is getting that audience to talk? Case Logic enticed it’s target audience in their fall line by utilizing a color trending in popular culture. They introduced the case color Acai, a color symbolizing the berry in recent health food trends. The color outsold every color, including black. Case Logic wanted to appeal to millennials and succeeded by luring them in by paying attention to what this age group desired. Who is the target audience you want your brand to engage? Ask Silver Spur Marketing if the colors you choose boosts your brand.
For more information on how Case Logic choose there colors, check out the Denver Post.