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The Power of Color

posted 11/02/2007
This article provided by the Engstrom Institute

With evidence that color increases brand recognition by up to 80 percent (University of Loyola, Maryland research), marketers are wisely paying close attention to the colors associated with their brand identity and used in their advertisements.

Other studies, including 2002 findings published by the American Psychological Association (APA), show that the use of color has the added value of increasing viewers' memory of what they have seen. 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. "If a picture is worth a thousand words," concludes ScienceDaily, "a picture with natural colors may be worth a million, memory-wise."

While there is a wealth of research and information available to guide the use of color, the following thumbnail overview offers a general idea of some of the feelings and meanings associated with the various hues on the color ...

See also:

 branding, color, marketing, strategy