Small business owners fret over what their logo looks like. They want it to be clean, cool or fancy. What they should really focus on is how it makes a customer feel since logos play a large role in their purchasing decisions. Researchers at the University of Amsterdam found that children as young as two years old could recall a logo and its product 67% of the time. By eight, 100 percent of children tested could associate the logo with the product.
Brand logos are valuable property because they evoke emotions connected with buying. For the first time in the history of Interbrand’s Best Global Brands report, Apple was the top brand. Google jumped to number 2 and Coca-Cola, the brand that held the number one position for 13 years was number three. The total value of all 100 Best Global Brands was $1.5 trillion with the Google brand logo being worth over $100 billion alone.
According to a new research at Financesonline.com, colors evoke a specific emotional response from a customer. This is important since 75% of all buying decision are emotional.
Here are what specific colors mean:
Red means active, passionate, trustful, love, and intensity. Think Coca-Cola and Target. Red Bull wants customers to see their brand as intense and active.
Yellow means energy and joy. Think Ferrari, Shell and Best Buy. McDonalds wants customers to associate their brand with happiness.
Orange means creative, determined, joyful and the beach. It can stimulate mental activity. Think Fanta and Firefox. The Home Depot wants to help its customers be creative in the Do-It-Yourself market of home construction and repair.
Pink is often associated with feminine brands. It means love, warm, sexuality and nurturing. Think Barbie and T-Mobile. Oprah’s Oxygen network is aimed at women.
Blue means depth, stability, calm, trust, comfort, and reliability. Think Samsung, IBM, Intel, GE and Ford. When a customer buys from Nextiva, they know that their office communications will always be reliably delivered.
Green means relax, peaceful, hopeful and natural. Think Starbucks and BP. Heineken beer wants their customers to feel exactly this way.
Brown is associated with the Earth. It means reliability, support, dependability and grounded. Think Godiva Chocolate and M&Ms (at least the brown ones). UPS has become synonymous with this type of consistent reliability.
Black means formal, mystery, bold, luxurious and serious. Think Blackberry. Customers shop at Tiffany’s for that special occasion.
A logo should not just be “pretty or cool”. Determine what feeling do you want your brand to evoke? Choose your colors wisely.
Barry Moltz helps get small businesses unstuck. His new book, “How to Get Unstuck: 25 Ways to Get Your Business Growing Again” is now available.