Brand Identity: The Importance of Color

January 18, 2017

In case you missed Sue’s Memphis Daily News column on the importance of color for brands, check it out below!

No matter the industry, few things form company value faster and more dependably than a successful brand, and the first step to achieving this is by making an initial connection with customers.

Nowadays, consumers are exposed to hundreds of messages before finishing their morning coffee, so getting your brand to stand out amongst the clutter can be a challenge. That’s why spending time and energy to create the appropriate name, design and, most importantly, color for your brand is essential in establishing its effectiveness.

As an artist, it’s no surprise that I stress the importance of color when it comes to building a brand, but there are studies that back my claim. In a study titled “Impact of color on marketing” executed by Satyendra Singh, results showed that up to 90 percent of instant judgments made about products can be based on color alone.

Local Memphis artist shares how color impacts brands

If you look at the most successful brands, you’ll see that every color used serves a purpose. The color red is known to inspire intense emotion and is associated with feelings of power and energy. Brands such as Coca-Cola and Target utilize this particular color to stimulate impulsive behaviors of consumers.

On the opposite end of the spectrum, the color blue has been shown to calm the senses and is associated with feelings of trust, security and order, which is why brands such as American Express and Ford apply this color to their marketing strategies.

Business leaders often come to me when designing their logos and when they want to add color to their workspace. I choose the colors and paintings I think will fit best based on the brand image they want to portray and how they want to be perceived by their customers. What image do you want to communicate to consumers and throughout your space that distinguishes you from the competition?

Establishing the hues and atmosphere that support your brand’s message is necessary when forming a connection with your audience, whether through product packaging or within your office space. According to a study conducted by Loyola University-Maryland, color increases brand recognition by up to 80 percent.

Overall, the benefits of the color scheme you choose for your brand are subtle, yet valuable. If done correctly, your brand will catch your audience’s attention, persuade them to act and keep their interest for the future.

Sue Layman Lightman, owner of Sue Layman Designs, can be reached at 901-409-7870 or