The Science of Color Branding

The Science of Color Branding

Yellow is known to be a dominant color in the food industry (Artitudes Design, 2018). Some of the popular fast food restaurant chains such as McDonald’s, Subway, and Denny’s use yellow in their brand marketing to stimulate the appetite. They even use yellow, red, and orange in their food packaging, their logos, etc. The question is, why? The colors used by marketers can potentially “influence” how people may think; the idea that certain colors excite the appetite while other colors suppress the appetite is supported by research (Breyer, 2015).  J.L. Morton, a color professor, points out that our early ancestors saw the colors black, purple, and blue as “color warning signs” when they were forging for food (Breyer, 2015).

By the way if you are trying to lose weight, the dark colors help with appetite suppression. Blue plates and placemats would cause people to eat slower and consume smaller amounts of food (Breyer, 2015).  Don’t be surprised when you walk into a supermarket if you are greeted by different colors like red, orange, and purple and very few dark colors like black and blue.  The food industry is very much aware of the science of color branding.

Note: Some logos that use different colors in their brand marketing

References:

Artitudes Design (2018). Yellow In Marketing- Color Psychology. Retrieved from http://www.artitudesdesign.com/yellow-color-psychology/

Breyer, M. (2015). How Color Affects Your Appetite. Care2.Retrieved from https://www.care2.com/greenliving/how-color-affects-your-appetite.html