Have you ever observed that most of the fast-food chains are red? It is one of the commonly utilized colors in ads, stores, and packaging, and the list of restaurants that utilize it in the branding is apparently infinite: Burger King, McDonald’s, In-N-Out, Wendy’s, Dairy Queen, Pizza Hut, Carl’s Jr. and Hardee’s, Chick-fil-A, Five Guys, Popeye’s, Sonic, Arby’s, KFC, and so on. So, why?
According to research done by the University of Winnipeg Canada, individuals make up their minds about the other individuals and different products within ninety secs of the first interaction,
But according to a study published in 2006 in the Management Decision journal, sixty-two to ninety percent of that judgment is totally based upon color alone.
For that reason, selecting the correct colors for marketing anything is extremely important because it could either draw a consumer or push them away.
So, Why Does All The Fast Food Restaurants Have Red Color In The Logo?
The going well-liked theory is that Fast Food chains such as Burger King and McDonald’s make use of the red color in the logos and around the outlets because it revs up the appetites of people, making them hungry, which therefore really makes them more likely to go to the outlet and then purchase more food while they are there.
Like much psychological science, the question of whether the red color makes individuals desire to eat more is difficult to answer with a yes or no.
Studies show that the red color is exciting, stimulating, and linked with activity. That does not necessarily denote that it makes you feel hungry, though. The red color can also boost heart rates, which can be the cause why numerous media reports have stated that it can really jump-start the appetite.
But appetite and heart rate are not necessarily associated. It is more likely that this color has become synonymous with the chains over time, perpetuating the thought that red makes people feel hungry.
Actual Studies Say The Opposite:
In the lab studies, partakers drank less soda from the red cup than from the blue one and consumed fewer snacks that were on the red plate than those on the white or blue plates.
Like a lot of such experiments, the number of participants in this one, published in the journal called Appetite, was low, just forty-one partakers were in the soft-drink portion, and one hundred and thirty were in the food side.
And in the strange follow-up study also published in the same journal, researchers established that partakers preferred to apply the moisturizing cream or consume snack foods; yes, you read it correctly, from the plates that were not red.
That does not denote that the color of the brand is not significant. The color of a recognizable logo or sign can be a significant factor in rapidly deciding to purchase a product. As mentioned earlier, individuals can make sixty-two to ninety percent of the snap decisions about different products based on color alone.
What it actually comes down to is that the appeal to the color red of logos is most likely emanated from the experiences associated with the brand or color.
If we’ve happy associations or memories with the red color, like the joyful feeling of stopping at Dairy Queen for a cone after a win in some game, for instance, we may happen to crave a cone and feel content when we see the logo red. But the science on this subject, unluckily, is still unsettled.
While it might be that fast-food chains color their logos red for making them be memorable or stand out, it does not seem like such bright colors really make us hungry or likely to consume more.