Color Science and Branding: Why So Blue?

Posted: December 8, 2016

Topics: Strategy, Technology

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Have you ever taken a look at a list of Fortune 500 logos? If you have, you’ll have noticed that one color is dominant – blue. Traditional color psychology research tells us that in Western societies, blue is perceived as stable, safe and trustworthy. So it’s not surprising that many of the world’s largest companies went blue with their logos.

According to a recent study by researchers at the University of Oregon and the University of Cincinnati, there may be another good reason why blue is tops – because color appears to affect whether companies are perceived as more or less eco-friendly.

Their research involved creating a fictitious company logo and then presenting it, in various colors, to see which variations were perceived as most eco-friendly. As expected, green performed well but the most interesting finding … the highest performing color was blue.

According to their press release “blue is ‘greener’ than green in terms of conveying an impression of eco-friendliness, despite the frequent use of the word ‘green’ to convey that idea.”

Blue is universally associated with honesty, trustworthiness and strength – the foundations of ethical practices.

Which makes sense if you assume that eco-friendly behavior can be considered more ethical.

This post was written by R. Wilkie, Creative Director at PUSH 22.