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Have you ever wondered why Coca-Cola is red, Facebook is blue and Starbucks is green? It is no coincidence. According to a study conducted by the University of Loyola in Maryland, color increases brand recognition by up to 80%. Unsurprisingly, color is one of the first visual attributes that the eye detects. But what if color could also evoke certain emotions and influence our buying power?

Indeed, if color has a direct effect on consumers, it also affects your conversion rate as a merchant.
According to various research on the importance of color*, it is a determining factor in the buying decision process of consumers. Not only does it catch the consumer eye, but it also accounts for more than half among the various factors important for choosing products. Let’s look at how color influences our perception of brands;

Yellow is the color of the sun. Indeed, yellow evokes feelings of optimism, happiness and positivity because it is so bright and it stands out from other colors. It is often used for the branding of the energy and food industries. The famous McDonald fast food chain restaurants use this color for their logo and brand because it can be seen from far away (think highway drive-ins) and it is easily identifiable.

Orange, the color of fire, evokes energy, confidence and youth. Often seen in healthcare and technology, orange is also a very appealing color for kids and younger crowds. Ex: Nickelodeon.

Red, the most eye-catching color, evokes feelings of excitement, seduction, passion and danger. It is very popular for entertainment, food, fashion and agriculture marketing. Coca-Cola, a brand that strives to seduce and excite its consumers, makes great usage of the color red for its logo and branding.

Purple, the color of intuition, evokes creativity, imagination, royalty and sophistication. It is popular for finance, entertainment and healthcare branding. For example, The Hallmark cards have a purple trademark that reflects the creative aspect of their products.

Blue, the color of the ever present sky, evokes feelings of trust, serenity and strength. It is often used for the branding of airline, agriculture, finance, technology, and healthcare industries. At Upclick, we use this color predominantly for our logo and marketing props.

Green, the color of nature, is often associated with health, fertility, peace and growth. It is very popular for agriculture, technology, energy, finance and service industry branding. Most eco-friendly brands, such as Greenpeace and GreenWish, use the word and the color green for their branding. Starbucks proudly displays a green mermaid on all its fair trade coffee products.

Tints and shades also influence our emotions and buying decisions.
Grey, the mixture of black and white, reflects balance, calm and modernism. It is often used for car, computer and IT branding. Almost every car brand uses a grey or silver logo. Apple is also a good example of a grey logo that conveys the modern aspect of the brand.

Black absorbs all the other colors in the color spectrum. It evokes darkness, boldness and power. Those qualities are often used in fashion and design branding. There are many examples including Nike, Adidas, DKNY and etc.

White, the sum of all colors, evokes feelings of purity, simplicity and relaxation. Often used with other colors or black, it is popular for the branding of fashion, health and service industries.

Although color is widely used in marketing, art, design, therapy and other areas, the lack of research in this area makes it impossible to prove the effect that color has on our emotions. Furthermore, the way we relate to color also depends on our own individual personal experience and perception.

When branding your products, it is important to consider the way your brand will speak to its customers, and the message it wants to send. It is equally important to consider your audience, because their choices might vary according to their gender and other factors. Additional research* shows that men prefer bright colors while women prefer soft colors.

However, since Upclick is a secure and dependable payment processor that increases your conversions rates and overall cart value, it was only logical that we use blue and green for our website and page designs. The color blue reflects the confidence that our merchants and affiliates place in our company, while the color green represents the effortless growth that we provide to your revenue.

In addition, here are some interesting facts according to a research conducted by the Xerox Corporation*.

92% Believe color presents an image of impressive quality
90% Feel color can assist in attracting new customers
90% Believe customers remember presentations and documents better when color is used
83% Believe color makes them appear more successful
81% Think color gives them a competitive edge
76% Believe that the use of color makes their business appear larger to clients
These facts are relevant and useful for merchants who want need to brand or rebrand their products.