A neuromarketing expert has revealed why the world's biggest fast-food brands use the colour red in their logos. The research team at Solopress analysed hundreds of the most famous brand logos around the world to reveal the most popular colours in the biggest industries - and the psychology behind their use.
The study explored why certain colours dominate the marketing in different industries, with red coming out on top for fast-food. Colour psychology explores how different colours affect humans, from their moods to their actions.
Solopress spoke with neuromarketing expert, Katie Hart, who describes how this psychology affects our purchasing decisions. She said: "Developments within neuroscience have discovered that colour affects us subconsciously, meaning we’re not truly aware of the power it has over us.
"Different wavelengths of light convey powerful messages within our brain, which we have no control over. This is where the true power of colour comes in."
According to research, red energises us and drives people into action. Hart explains: "Longer wavelength colours, like red, are known to have a stimulating effect on recipients.
"They arouse us and drive us into action. At some levels, red colours increase our appetite, heart rate and even blood pressure, making us act faster, be more impulsive and potentially eat more."
This explains why red or pink occupies 41 per cent of the food industry and 29 per cent of the drink industry. Across other business sectors, different colours are more prevalent.
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Just over 31 per cent of finance logos feature the colour blue, which is a blessing to many workers employed in the industry, as blue reportedly calms us, reduces our impulsive tendencies and even lowers our heart rate. Meanwhile, 44 per cent of the best-performing fashion brands have black in their logo.
Black may also be used to keep things simple. As colour trends come and go, brands can then easily integrate their neutral logo into their fashion lines. Whether its high fashion or high street retailers, many fashion brands share a black logo.
According to Ms Hart: "Black suggests strength, dominance, power and mystery, which are all desirable in high-value brands."
