The Impact of Color

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When you think of some of the world’s most famous brand identities you may think of Coca-Cola’s red, Tiffany’s blue, Starbucks’ green, or McDonald’s yellow arches.  All of these colors were strategically chosen and implemented to effectively impact targeted markets.

Color is one of the most important brand identity elements a company considers in its lifetime.  Not only do colors have a significant impact on people’s (both customers and employees) emotional state, but they can also greatly impact physiological, psychological, and sociological associations.

Yellow represents happiness and cheer.  Red increases people’s speed and conveys power.  Orange makes an item appear more affordable.  White showcases clean, fresh perspectives.  And black can be perceived as mysterious, sophisticated, and elegant.

The color blue tends to have a calming effect on people. Blue’s relaxation ability allows for higher reading retention and concentration, making it a favorite among many companies, especially those in the life science industry.  Because of these associations, a large majority of companies wind up choosing blue to be involved with their brand identity.  The only problem with that, of course, it how hard it becomes to stand out in a crowd of blue when you are also blue!

Some of the most legible colors are red, green, and yellow.  And softer colors are shown to have a calmer, relaxed effect, while simultaneously allowing for greater retention levels.

Because few colors have universal associations across cultures, it is always wise to keep your surroundings in mind whether starting your business in one particular region taking your business venture into new markets altogether.

Yet, no matter what type of lasting impression these colors may have on consumers, additional brand elements including shapes, sounds, names, avatars, etc. also play into the brand identity for each company.  Understanding how best to showcase your brand elements is a strategic process that takes time, research, and some creative genius.


Now Let’s Talk!

Where do you see life science companies using color in a strategic way?  Do you see any trends in the life science industry regarding the use of certain colors?  What do you think is the reason we don’t see more bold color choices in the life science industry today?

Get the conversation rolling in the comments section below.

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