Fast food chains might have different things on their menu but one undeniable resemblance between them is that they are fond of the color yellow. According to a entrepreneur turned restaurateur, Leonardo Gonzalez Dellan, there is a reason why fast food chains have the color yellow on their logos. Marketing experts backed up this claim be explaining that it influences the psychological reasoning of consumers.
Nikki Hesford is the founder of Business Academy located in Lancashire and also its marketing adviser. He said that color is a very important consideration because it can influence people either theywill be lured in or they will stay away from the brand.
Apparently, the color yellow evokes a sense of comfort as well as warmth. This isthe major reason why it is incorporated by many big brands in their logo such as Taco Bell, Subway, McDonald’s, In-N-Out, Burger King and Pizza Hut.
In a research conducted by Color Communications Inc, picking out the right colors to be used in the logo of a brand is considered to be a vital task because a customer will only give 90 seconds of their attention to the brand before they form their personal opinion. The same study revealed that a high percentage of consumers, between 62 and 90 per cent, are making their decisions based on the colors employed by the brand.
Marketing experts added that along with yellow, the color red is also favored by fast food chains because it is believed to make one feel hunger as well as evokes impulsiveness to buy right away. The most common fast food chains that have the colors red and yellow on their logos are In-N-Out, Pizza Hut, McDonald’s and Burger King.
Experts explained that the use of these two colors is called Ketchup and Mustard Theory because when yellow and red are paired it makes the customers hungry and desire to order something becomes stronger.
From a restaurateur’s point of view, Leonardo Gonzalez Dellan said that marketing for a business that sells food should focus on how to connect with customers on another level.