• Transform magazine
  • December 14, 2019

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Black is the new black

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According to a study released by CartridgePeople.com, UK adults take greyscale branding more seriously.

This could mean that British businesses could attract more customers and decrease spending by opting for monochromatic tones in their branding. 

The study revealed that out of the 1000 UK adults surveyed, 65% take greyscale branding more seriously than branding with colour. Associated with sophistication, authority and grandeur, black is perceived to be more formal and powerful. Its use in the branding of many successful companies worldwide reiterates this.   

Furthermore, only 24% of the people surveyed take primary colours seriously, and even less (11%) take secondary colours seriously. Logos featuring secondary colours and red may even become more expensive in the long run as they are printed using a combination of CMYK – the four inks used during the colour printing process.

The research also found that brown, yellow and orange should be avoided in company branding as the data revealed that consumers favoured these colours least.  

Additionally, a previous study carried out by Fast Company claimed that 90% of client and consumer judgement is based on visual perception, and that 80% of consumers say colour increases brand recognition.  

CartridgePeople.com spokesperson, Andrew Davies, said, “It’s very interesting to explore the psychology of colour and the emotive perceptions that each can stimulate with individuals. Colour psychology is widely used in business on an international level, even though it is not an exact science. First impressions are made in the first seven seconds of meeting someone and this needs to be kept in mind when constructing a brand, too - it is often the first thing a client or customer will see. The research has highlighted black as the best colour for UK businesses to use in branding - but obviously whether or not companies act on this entirely depends on the audiences they are targeting and their brand values.”