A brand’s logo and visual identity will comprise a number of visual cues, such as shapes, symbols, number, and words. But the number one visual component that people remember most is color. In fact, color increases brand recognition by up to 80%.
Color has the power to convey and communicate meanings and messages without words. Quick pop quiz: What color symbolizes the US Republican party? How about the Democrats? If you said red for Republicans and blue for Democrats you’re right. Each party is so strongly affiliated with its color that many politicians will wear a red tie or blue tie depending on which party they represent.
When it comes to branding, the power of color is both emotional and practical. On an emotional level, it can affect how consumers feel when they look at a brand, while on a practical level it can help a brand stand out in the crowd.