RESEARCH FINDINGS ON THE IMPACT OF COLOR, TEXTURE, AND IMAGERY TO BRAND IDENTITY

• Based on a study, "personal preference, experiences, upbringing, cultural differences, and context" dull the impact of each color on a person.
• Nevertheless, researchers discovered that 90% of on-the-spot perception on certain products are made based solely on colors.
• According to another study, the connection between brands and colors depend on the "perceived appropriateness" of the applied color that was selected for a brand.
• Based on a study, the consumer's buying intent is hugely influenced by colors due to their impact on brand perception.
• Colors also impact the consumers' assessment of the "personality" of the product.
• Further studies show that an individual's brains go for familiar brands. This fact solidifies the importance of colors when establishing the identity of a product.
• As per a color research journal, it is crucial for new brands to choose colors that will make them stand out from their peers.
• According to the studies made by a Stanford psychologist, there are five core dimensions that are influential in defining the identity of a brand.
•  Shades of blue signify sincerity and the following attributes of a brand: being "down-to-earth, family-oriented, small-town, honest, sincere, real, wholesome, original, cheerful, sentimental, and friendly."
•  Shades of red mainly evoke excitement and the following attributes: "daring, trendy, exciting, spirited, cool, young, imaginative, unique, up-to-date, independent, and contemporary."
•  Shades of green primarily represent competence. With it, the following qualities are also associated with this color: "reliable, hard-working, secure, intelligent, technical, corporate, successful, leader, and confident."
•  Shades of purple bring about a feeling of "sophistication and being upper-class, glamorous, good-looking, charming, feminine, and smooth."
•  Shades of yellow translate mainly to "ruggedness and being outdoorsy, masculine, western, tough, and rugged."
• Based on a 2015 study, the green color and nature images can reduce work stress levels as these evoke a feeling of calmness.
• Based on the results of several neuroscience research on textures, several companies have designed their logo, visual identity, or packaging appearance in order to gain more customers.
• As an example, Campbells redesigned its product packaging look when it discovered that customers prefer product packages that have a matte feel versus those with shiny textures.
• McDonald's uses red and yellow to incite hunger.
•  Cute pet pictures such as those of puppies typically evoke a feeling of happiness as per visual neuroscience research.

BRAND DESIGN SERVICES

Branex

•  Branex is a US-based company that helps businesses around the world with their brand identity designs.
• Branex released a color guide infographic to assist its clients in selecting colors for their brands.
• The company mentioned that brands who are in the healthcare industry prefer green, blue, and yellow shades.
• Branex used a combination of blue, gray, brown, and yellow shades to help design the visuals of a university that is offering healthcare-related courses.

Inkbot Design

•  Inkbot Design offers branding, creative production, and other services to help businesses in establishing their brand identity.
• It released several guidelines on how to design the graphics for the healthcare industry.
• The company stated that medical-related brand visuals should appear "simple, humanistic, and engaging."
• The brand's color should also reflect the following: location of the company, company culture, attributes of the industry, and overall marketing strategy.
• For visuals of healthcare companies, Inkbot Design recommends the green and blue color as it has a "calming effect."
• Some well-known healthcare brands who wanted to standout also opted for more daring colors such as red and yellow shades.