February 2022

What does branding have to do with psychology?

4 minutes

The power of branding is undeniable. From Apple's iconic "Think different" campaign to the Nike campaign featuring footballer Michael Jordan on its soccer shoes, the importance and effectiveness in creating a strong brand cannot be overstated.

94% of people said they would be highly likely to recommend a brand they were emotionally engaged with. Brand positioning statistics published in 2018 reveal that when a brand establishes a positive emotional connection with its customers, it has successfully positioned itself. 
(source: https://www.smallbizgenius.net/by-the-numbers/branding-statistics/

Branding Psychology is not just an abstract concept or a catchy marketing term - all businesses can benefit from bringing its psychological impact into their marketing campaigns.

When we think about brands, it is hard not to create a mental image. Stronger brands can change the outcome of a decision in their favour. 

When scientists observed changes to brain activity, they found that consumers made better decisions when given options from familiar companies rather than when exploring new ones.  

If you want your business to stand out from the crowd, it's essential that every aspect of the branding is on point, from the colours, fonts, graphics to the psychological component.

Emotions drive consumers to make decisions, which is why businesses have found ways of using emotions for their own gain: from the supermarket strategy of placing produce at front-and back shelves, as well as flowers on either side of the checkout... to retailers that utilise music to make shoppers move faster without reducing sales.

You can't be at the forefront of your customers' minds without being present on their subconscious levels too! 

Branding is more than what you choose to show - it is how people perceive you.

Below are some key elements that you should consider when creating your brand or brand implementation: 

The psychology of colours

The power of colours has been scientifically proven to have an impact on customer’s decision-making. A study conducted by the “Institute for Colour Research” shows that people make a subconscious judgment about an environment or product within 90 seconds of initial viewing, and between 62% and 90% of that assessment is based on colour alone. 

When building your brand, the psychology of colours is key. 

  • Blue is considered a calm, trustworthy and stable colour.

  • Red is associated with strong emotions, such as love, passion, and anger. Red is vibrant, stimulating and exciting with a strong link to sexuality and increased appetites.

  • Green is the colour of calm, balance, and harmony. 

  • Black is a confident, cold, and striking colour. Black shows sophistication, seriousness, control, and independence. 

  • White is the perfect example of purity, innocence, cleanliness, and peace. 

  • Orange is an excitable, attention-grabbing colour. It’s the hue of encouragement, optimism, and self-confidence  

  • Yellow is bright, energetic and positive. It’s the epitome of joy, happiness, cheerfulness, optimism. Anything happy is almost always yellow. 

  • Purple is most commonly known for its imagination and spirituality. It possesses the energy and power of red, with the stability and reliability of blue, making it a perfect balance between the physical and spiritual. Purple is often used to show luxury, loyalty, courage, mystery, and magic. 

  • Pink is widely deemed an affectionate, welcoming colour; It creates a sense of compassion and unconditional love. 

The design of a logo and branding that are iconic, recognizable, captivating to onlookers through their colour is an absolute must for modern day businesses. 

Meeting the needs of the customers

The days of simply reacting to customer expectations are over. Today, businesses have been empowered with the ability not just to satisfy their customers' needs but anticipate them as well - whether you are selling a product or service. Doing this successfully requires an understanding both about what your target market desires from you and how they expect that information will be delivered. 

Emotional connection

If you want to keep your customers from straying, you need more than just a good service: you have to be able to work on your customers’ emotions. They must feel like the brand cares about them, if not their eyes will wander off and find something out there more interesting. 

Pattern recognition and consistency

As humans, we are programmed to notice patterns. In terms of branding psychology, it is crucial to be consistent. 
When your brand delivers the same user experience each time with care and attention to detail (includes the same tone of voice, the same colour palette, logo, and imagery) people trust you. And loyalty basis is built on trust. 

As a brand, design and digital agency we can help you assess your brand performance and deliver at every stage of the project. To find out more, please get in touch.


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