Wellness Brand Identity Visuals
Determine how colors, textures, and imagery can evoke certain human emotions. The information will be used to design visuals for a wellness brand.
RESEARCH FINDINGS ON THE IMPACT OF COLOR, TEXTURE, AND IMAGERY TO BRAND IDENTITY
- Based on a study, "personal preference, experiences, upbringing, cultural differences, and context" dull the impact of each color on a person.
- Nevertheless, researchers discovered that 90% of on-the-spot perception on certain products are made based solely on colors.
- According to another study, the connection between brands and colors depend on the "perceived appropriateness" of the applied color that was selected for a brand.
- Based on a study, the consumer's buying intent is hugely influenced by colors due to their impact on brand perception.
- Colors also impact the consumers' assessment of the "personality" of the product.
- Further studies show that an individual's brains go for familiar brands. This fact solidifies the importance of colors when establishing the identity of a product.
- As per a color research journal, it is crucial for new brands to choose colors that will make them stand out from their peers.
- According to the studies made by a Stanford psychologist, there are five core dimensions that are influential in defining the identity of a brand.
- Shades of blue signify sincerity and the following attributes of a brand: being "down-to-earth, family-oriented, small-town, honest, sincere, real, wholesome, original, cheerful, sentimental, and friendly."
- Shades of red mainly evoke excitement and the following attributes: "daring, trendy, exciting, spirited, cool, young, imaginative, unique, up-to-date, independent, and contemporary."
- Shades of green primarily represent competence. With it, the following qualities are also associated with this color: "reliable, hard-working, secure, intelligent, technical, corporate, successful, leader, and confident."
- Shades of purple bring about a feeling of "sophistication and being upper-class, glamorous, good-looking, charming, feminine, and smooth."
- Shades of yellow translate mainly to "ruggedness and being outdoorsy, masculine, western, tough, and rugged."
- Based on a 2015 study, the green color and nature images can reduce work stress levels as these evoke a feeling of calmness.
- Based on the results of several neuroscience research on textures, several companies have designed their logo, visual identity, or packaging appearance in order to gain more customers.
- As an example, Campbells redesigned its product packaging look when it discovered that customers prefer product packages that have a matte feel versus those with shiny textures.
- McDonald's uses red and yellow to incite hunger.
- Cute pet pictures such as those of puppies typically evoke a feeling of happiness as per visual neuroscience research.
BRAND DESIGN SERVICES
Proposed next steps:
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To get all of the requested information, we recommend dedicating more research time to look into 5 - 7 scientific research papers or articles based on scientific research that show how colors, textures, and various types of imagery can evoke certain human emotions. The primary focus will be those that are related to wellness and healing. We will provide a summary of these research papers around this particular topic in one research block.
Another research block will focus on finding 5 - 7 US companies that provide brand identity design services. We will provide a brief overview of what they offer especially to healthcare or wellness companies in terms of brand identity design.