There are many reasons why people purchase certain brands, but the visual appearance plays a very important role in the decision process. Colour and design affects a persons decision to buy on an emotive level. These visual cues are very powerful.

The below image depicts a range of colours and how they affect people on an emotional level. This was based on a study in North Amercia but would have very similar results in Australia.

How do you want your company to be seen; as youthful, secure, powerful or feminine? This will determine the colours you use for your branding and marketing material. Effective brands have a dominant, recognisable colour and sometimes secondary colours which are used less often.  All the colours however need to support the overall personality and essence of the business.

Colour increases brand recognition by 80%. A business needs to be strongly branded with a dominant colour which is used consistently throughout all their marketing and communication collateral.

85% of people place colour as one of the main reasons  why they purchase a particular product.

Sources: Directory Journal, Color Matters.com, the Effects of Store Environment On Shopping Behaviours, “The Psychology of Color in Marketing” by June Campbell, “The profit of Color” by Color Marketing Group.

I rang my hairdresser the other day to book an appointment, however she didn’t have an available time after work for another month. Do I wait for a month or do I go during work hours which was not the ideal situation? The receptionist suggested that I could make an appointment with a new staff member who was out from London.

I remembered receiving an email from the salon a few months back apologising for the long lead times to book a haircut, but they were searching hard for a new hairdresser to add to their team. The email further explained that they wanted to make sure they were totally happy with the person. Did they fit into the salon’s brand; their values, personality, experience, style and expertise. In recalling this email I felt confident to book my next appointment with their new employee because I knew the salon had gone to great lengths to find someone with similar values and skills.

The owner of the Salon is very detailed and customer focused, so I knew that her decision would be well thought out and considered. The fact that she was wanting to grow her business based on hiring the right staff and was willing to wait to find the ideal person, instilled confidence for me to book their new hairdresser. Also the fact that she informed all her customers that they were working hard to shorten waiting times by finding another person, but didn’t want to choose the wrong person.

This is a perfect case of building a team culture based on the company’s values. If you stay true to these values you will grow and create a great brand.

The Japanese definately put an importance on design. Not only do they carefully consider their packaging but they are also using barcodes as a design feature. They are used on most products for sale, so why shouldn’t they look good and be memorable?

A japanese company called Design Barcode, have innovated the way barcodes can be seen, while still keeping to the Barcode standards. The designs often have a quirky twist relating to the brand. They create interest rather than being a functional and unwanted addition to a package design.

How clever is Design Barcode, creating a niche in the design market. They have also trademarked their idea. Best of all, they have created through the use of design, another point of difference for brands.

These perfume bottles are another example of how simple design can be so effective. This is actually a student’s project who chose to create a skincare line of products for an existing brand called Nooka. If you look at their website, this product would sit perfectly within their range. All Nooka’s products are designed with clean, simple lines and quite minimalistic. They also often have a dual function. In this case the packaging acts as a perfume bottle but also as a wearable clip for easy transporting.

The market for high quality extra virgin olive oil is very competitive but Robinvale Estate found a way to position themselves a bit differently with their product range. This family operated business found that the demand for quality oil lessened over the years and they needed to add value to their product range in some way.

The marketing manager decided on a fresh approach, create a variety of flavoured olive oils using fresh fruit and herbs. They diversified their production from just olives, into other varieties of fruit and vegetables. They also branched out into flavoured salad dressings with combinations like balsamic and oregano, lemon and verjuice.

By targeting and appealing to the domestic market, their sales are very strong. The graphic design used on the label also has a very fresh appeal and captures the lightness of the oil and the lemon and garlic flavouring. Sometimes strategic thinking can allow you to step away from your competitors and be known for something unique.