Branding and Design Go Hand-in-Hand


American graphic designer Paul Rand put it aptly when he said, “design is the silent ambassador of your brand.” Indeed, design plays a huge role in first impressions of a brand — design is a visual language. In the same way the content of an ad speaks to a specific audience, the design elements can have the same effect. Colors, shapes, and layouts can be just as important as words, formatting, and punctuation. 

The 2005 study Why Color Matters by Jill Morton, a color consultant who focuses on color psychology and brand identity, reveals that people make a subconscious judgment about a product within 90 seconds of their initial viewing — and between 62% and 90% of that assessment is based on color alone. Two different studies (from the University of Loyola, Maryland and G2) found that brand recognition increases 80 percent when a signature brand color is used. And according to SmallBizTrends, close to 85 percent of buyers claim brand color is a primary reason they make a purchase and 80% think color is a big part of brand recognition.

Can you imagine Coca Cola’s logo without the color red, McDonald’s without gold or Facebook without blue? These logos are imprinted on our collective consciousness and color is a big part of that. Some people even organize their phone apps according to color — as it’s a better visual cue than finding an app by name or category. Did you hear that Heinz Ketchup once tried to change its packaging from red to purple? It didn’t go over well.

There is a whole psychology about what certain colors represent, and you can be a partner to your clients to help them set the right tone. And of course, your clients’ branding (and colors!) needs to be consistent across their website, storefront, digital advertising, etc.  

Ultimately, when branding and design are properly aligned, it boosts visibility and helps the bottom line. 

Partnering with AffinityX 

AffinityX’s purpose-built technology, global team, and world-class infrastructure deliver more than 5 million fast-turn jobs per year, from logos to websites to digital advertising and beyond.  Color is just one aspect of important branding and advertising decisions. Connect with us if you want to hear more.