Company logos – how colours persuade you to trust a brand [graphic]

A new infographic from Towergate Insurance draws on up-to-date research to take a look under the hood of brand color use amongst companies in varying sectors.

The infographic analyzes 26 sectors; from restaurant outlets, to apparel and accessories brands; communication services, to home improvement firms.

It reveals that color choice appears to be sector specific. For example, green and red are popular in the real estate industry. Blue and red, meanwhile, are popular in the banking sector.

Interestingly, brands in multiple sectors can however use the same colors to evoke different emotional responses.

McDonald’s uses red to signify boldness and fun, whereas British Airways uses the same color to connote warmth and caring. For Parcel Force, red signals determination, dedication, and persistence.

The green branding of Malaysian oil firm, Petronas, evokes environmental care and sustainability, whilst for Subway it signifies wellbeing, health and restoration. Pharmaceutical company, Merck, employs green to imply vitality, nature, health and healing.

This infographic suggests that the secret to effective color choice is to recognize what colors mean in the context of your sector, and then make an informed decision based on the core values you wish to communicate.

It’s worth bearing in mind that research into the use of color in the top 100 global brands found that 33% use blue, 29% use red, 28% use black or greyscale, and 13% use yellow or gold in their branding. What’s more, 95% of brands use no more than two colors, though multicolor proponets include titans such as Google. This exception to the rule shows that, rather than slavishly following the herd, ultimately it’s the creative use of color that really gets results.

Click to enlarge infographic

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