In nearly any business, a brand’s colors are incredibly important to its identity. We all recognize brands by their colors. Whether it’s Coca Cola’s bright red, John Deere’s grass green, or Tiffany & Co’s robin blue, a company’s color is essential to its recognition.

But what do these brand’s colors actually say about their business? More than you might think.

A recent infographic published by Marketo reveals what your brand’s colors say about your business.

According to the infographic, “a product’s color influences 60 to 80 percent of a customer’s purchasing decision, meaning a color can make or break a product.” That’s a whole lot of pressure placed on a product based just off the color alone. The infographic also points out that while it costs your company nothing to choose a color, making the wrong decision can cost your company a lot in the long run.

Other interesting findings include the fact that of the world’s top 100 brands, 33 percent of them use blue the most, followed by red at 29 percent, black or greyscale at 28 percent, and yellow and gold at 13 percent. Additionally, 95 percent of these companies use only two colors.

The infographic also explains that colors can essentially be divided into two main categories: warm and cold. Warm colors, like red and yellow, are typically associated with energy, while cold colors like blue are associated more with calmness and security.

For Kaufer DMC, our main color is a sort of avocado green, with a mixture of dark grey and white. Our green color is technically considered a “cold” color, and elicits feelings of wealth, health, prestige, and serenity. Not bad!

Green is most often used in the energy, finance, food, household, and technology industries.

And according to Marketo, “green is synonymous with calm, freshness, and health. But there is a wide variation between its shades.” Deeper greens (like ours) are more likely to be associated with affluence, and lighter greens are more commonly associated with serenity.

So what does your brand colors say about your business? Let us know!