The Importance Of Color
More rapid than language communication ability is color, which stems from human emotional communication with color. When you open your eyes every morning, you will feel the colorful world, and color is the integration of nature and psychology. Even invisible things, under the influence of life experience and emotions, will also imagine the existence of color. In today’s society, various commodities attract people’s attention through color, and color has also evolved into a means of marketing.
If you close your eyes now and think back to some of the store brands around you, even if you can’t remember the complete store name or their brand theme color you must forget. In visual communication, the brain is much more sensitive to color than shape. When we see a brand, the perception of color accounts for 90% of our immediate impression of the brand. In short, color draws more attention to the brand and determines whether the brand is memorable.
According to a study by Loyola University Maryland, the right color can increase brand recognition by 80%. So, in order to stand out among many candy stores, how should we correctly choose the shop or brand theme color?
You Need To Understand Color
We know that different colors can bring different stimuli to the brain, and correspondingly bring a variety of mental responses and emotional states. Just as red makes people feel more intense and passionate, blue is more soothing and calm.
This means that colors also have character and can convey different emotional messages. The information that color contains and the emotional response it causes will also directly affect consumer behavior. On a cold winter night, you might prefer to choose a hot pot restaurant with red as the main color rather than a drink shop with cool color decoration.
In What Ways Can Color Influence Consumers
It is not difficult to find that catering brands tend to choose warm and warm colors such as red, yellow and orange. Because in a restaurant, warm colors are more associated with feelings of fullness from food. Warm colors can increase appetite, on the contrary, blue, black, and purple can help you calm and control your appetite.
2. Time spent in the store
Fast food restaurants often like to use red and orange, these colors can make people feel happy and excited, but also make people feel long. Candy stores generally combine these colors to give people an atmosphere of childhood memories, especially children who are very sensitive to these colors.
3. Mental temperature
Experiments show that warm colors and cool colors can make people’s mental temperature of the environment 2-3 degrees difference. So, for restaurants that provide seasonal products, the choice of brand main color and restaurant decoration with the type of catering can allow customers to find the restaurant faster and more accurately, and also attract more customers to enter the store. Candy shops that sell happiness, want to attract customers by passing on happiness to find the sweet feeling of childhood.
4. Service type
Customers tend to judge the type of store from the theme color of the brand, for example, when they see red, they will be associated with a happy candy store or snack store, and the bright color combination is often the feeling of a fast food restaurant.
Nowadays, many restaurants promote the concept of health and organic, and this type of salad shop and light food shop will bring the opposite effect if they choose thick, intense and messy colors. Imagine if a restaurant with a fast food restaurant red and yellow color, to sell you a slimming diet, I am afraid that many people will be disgusted.
5. Brand positioning
It is natural for us to think that in order to attract young audiences, the theme color of the candy store will be combined with the decoration to present a more active and strong effect, as we often see in the Dylan candy store. For restaurants and coffee shops with high-end positioning and business people as the main audience, the color selection is relatively calm and elegant, just as Starbucks is mainly green and brown.
How To Choose The Right Color For The Brand?
To choose the right color for a store or brand, you need to first understand the meaning and performance of basic colors.
Bold, enthusiastic, positive, strong, dynamic, aggressive, increased heart rate, increased appetite, the sense of urgency brought by clearance sales, impulsive consumption…
For the candy store, impulsive and passionate red is undoubtedly a great choice. For fast food restaurants that operate hot pot and spicy flavors, red is also more able to let people enter the state. Many restaurants that advocate Chinese style will also use a darker red as the theme color.
Sunny, fun, friendly, convivial, tropical, inspiring, creative, spiritually active, bringing a sense of value…
For juice brands, fresh, sunny orange is perfect. And orange M&M’s.
Creative, young, fresh, confident, optimistic, communicative, energetic, recognizable (more eye-catching than other colors)…
Yellow is a highly recognizable color and often needs some background. For example, McDonald’s M-shaped logo is more eye-catching in red. Hong Kong’s Genki sushi and Big family music with yellow color appeared in the streets, very bright
Nature, environment, harmony, renewal, organic, calm, growth, trust, hope, and stability, linked to health, can make the environment more relaxed and stress-free…
Starbucks is a typical coffee shop that uses green as its theme color, giving business people an impression of stability and calm. The restaurant that also uses green but achieves different results is Subway, which brings a fast and healthy brand impression with yellow-green.
Trust, stability, integrity, security, freedom, calm, distance, and non-aggression, produce the effect of appetite restraint…
Paris Baguette chose blue as the main color, as a bakery often seen near the business building, blue brings it a sense of trust and security. Sugarfina, the “Hermes” of confectionery, uses a lot of light blue as the main color, giving people a cold noble and dreamy atmosphere.
Not only is a lot of blue used in the store, but the packaging box used in the candy is basically blue so that people can think of its brand when they see it.
Mystery, imagination, wisdom, uniqueness, elite, beauty, charm, romance…
Purple is also an unusual color for candy store decor, and its mystery and glamour make it suitable for Thai and Mexican restaurants like Sintai and Taco Bell. The wisdom and elite feeling reflected in purple has also become the color favored by many Hong Kong tea restaurants.
Trust, support, reliable, conservative, simple, stable, simple…
Brown is not an eye-catching and impressive color, but in the catering industry may be more suitable for and grain, earth-related stores, more reminiscent of silky chocolate.
Brown was Starbucks’ choice for a long time, and now it’s been replaced by green. Now brown is more of a foil color, it is an indispensable color in the store, but brands often choose another color that is more eye-catching it.
Classic, luxurious, expensive, elegant, serious, modern…
In order to appear textured, some candy stores will borrow some black embellishments and use the overall design to show the brand image. Black and brown are similar in that they both complement great choices, but it’s hard to impress with individual brand colors.
How To Match Colors Correctly?
Although many brands have a single theme color, there are also many brands that choose to combine with different colors, and the collocation is equally learned.
1. Color scheme
Similar color system: The combination of similar colors can make the colors more coordinated and bring out the feeling of the main color.
How to match colors correctly?
Contrast color system: The combination of strong contrast can make the color more prominent and jump, making the brand more eye-catching and attractive. Papa John’s red and green and Domino’s blue and red.
2. Precautions for color matching
The color should not be too much: it is usually a combination of two to three colors, if more it will be too messy and confusing.
Clever use of black, and appropriate white: black and white are often overlooked in the collocation, but it is an essential adjustment when color combination.
60-30-10 ratio: This ratio is usually used in graphic and spatial design, that is, 60% of the main color, 30% of the secondary color, and 10% of the auxiliary color.