The brand coloring is one of the interesting topics for me, as psychologist proved that colors are one of the most powerful ways to for companies to grab attention, and highlight a specific target/product. Most companies use colors as a communication tool with their customers, through their designs and advertisements. For example, Apple, the brand ranked #1 in the Best Global Brands by Interbrand (Ref. rankingthebrands website). Apple posted some guidelines on their websites for Applications developers regarding coloring their apps which includes using sufficient color contrast ratios to make it easier to see for everyone, considering the color relation to countries and to cultures, avoiding the use of the same color Avoid using the same color for interactive and non-interactive components, etc. (Ref. Apple website)
Color psychology and branding is a very deep topic. Companies pay up to thousands ($10.000+) for graphics designers for a logo. The design colors should be well studied, in which it follows the targeted clients/ audience, be a suitable connection between the client’s preferences and brand message, etc. Colors in marketing are responsible for a broad message, this includes affecting the mood and feeling of the customer (positively and negatively) in addition to making products unique from other competitors in the market.
Studies showed that colors affect how customers view the brand”personality”. Another interesting study about the Impact of Colors on Marketing found that companies managers can utilize colors in increasing or decreasing desire, improve mood, calm down consumers, and, reduce the attitude of waiting time. (Ref. emeraldinsight website)