The usage of colors in advertising and marketing is often a very important choice since it evokes the emotional reactions of the buyer’s purchase decisions.
With the help of color psychology, a certain brand or company can make an impression on the customers. In this way, it attracts the customers to purchase products from that particular company.
COLOR PSYCHOLOGY IN MARKETING
Color psychology is an area of research that looks at how colors influence human behavior.
For example, different colors can impact the different customers and their way of thinking that means just because it’s your favorite color doesn’t mean that it fits your brand.
Even if it’s a super popular color, it also doesn’t mean that it will produce better results. ( Remember)
Because with every color there are going to be positives and negatives. Each color truly has its own color perception and you need to be aware of both the positive and negative color associations that revolve around different colors.
You should also know that colors are just a portion of your brand’s experience.
There are a lot of other factors in play like your fonts, your design style, your products, and even your people.
Each of these elements works together to influence the effectiveness of your brand image.
Now let us go ahead and look at different colors to understand the psychological effect they can have on people.
Starting with color number one, Blue.
BLUE: Loyalty, trust, integrity, reliability, responsibility, order, authority, peace, and calm.
Blue will help your customers trust your business and create a sense of calm, order, and connectivity which is why it’s so common with IT businesses and social media networking.
Whereas brands like Facebook, Twitter, and Skype, use blue as their official color. This color helps you to relax your mind.
It perfectly suits, when selling frozen foods, since it creates the impression of ice. It also tends to convey a feeling of honesty and dependability, so it would be a good choice if a brand has a particular need for trust.
YELLOW: Hope, happiness, playfulness, optimism, logic, confidence, creativity, challenge, wisdom, communication, and speed.
It is the color of sunshine. So, it gives the subconscious mind a pleasant, confident feeling and a symbol of new beginnings.
Many brands use yellow in words like shipping and discounts. The yellow color is also a source of happiness and attraction. It is wise to use this color to draw preference but overusing may lead to misinterpreted thoughts.
GREEN: Fresh, growth, vitality, renewal, dependable, practical, nurturing, adaptable, loyal, and kind.
Starbucks is a major global brand that uses this color scheme. Green shows that Starbucks hopes to promote a sense of relaxation in its cafes, inviting customers to come in for a coffee break during a stressful day.
Money-inflated companies often need customers to get attracted to their wealth terms. Hence this color can be useful.
RED: Action, power, energy, passion, desire, strength, motivation, drive, warmth, assertiveness, and confidence.
Red is a great eye-catching color. When you see red, it will generate emotions of excitement, passion, danger and it encourages appetite also. You can see red frequently in all fast-food chains industry.
It is common to see many websites design the order now button or sales advertisement in red in the hope of attracting more people.
ORANGE: Adventure, stimulation, affordable, warmth, sociable, cheerful, creative, agreeable, and informal.
Orange works well as an accent color, but too much orange can cheapen the look of a product. In a social environment, orange helps to stimulate conversation and engagement.
It matches with enthusiasm and excitement. Orange can cause a sense of caution among people too.
So, this color causes the driving force to generate sources of energy. Food brands also use orange sometimes to draw attention.
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PINK: Love, compassion, understanding, nurture, warmth, hope, sweetness, innocence, and inexperience.
Research has proven the influence of pink on the feminine audience. So, it is not very efficient for the gender-neutral target audience.
Some successful brands have chosen to use pink as a brand color. Many toy selling companies are also amongst them.
Very obviously, brands like Barbie and Victoria’s secret use pink. It has very effectively helped in their progress.
BROWN: Stability, reliability, dependability, and approachability.
Brown is full of cozy comfy, and warm memories down to earth, humble nature along with this, it also indicates comfort and security.
It is also well shown in banners, flyers, texts to make a contrasting look. UPS is a company that uses brown in its portal.
It helps them maintain their secure and humble perspective.
BLACK: Authority, power, protection, strength, formal, sophisticated, seductive, and mysterious.
When we see black, the first psychological impressions that come to our mind are about power, elegance, and mystery.
This includes high-end and premium products. Black can also help products and services feel more expensive and luxurious.
Many brands chose black as a representative color. Although this color is a bit tricky to use, many fashion endorsements have used it fruitfully and wisely.
Look at what your competitors are doing and find a way to differentiate yourself. Don’t use color for color’s sake. Researchers found that up to 90% of snap judgments made about products can be based on color alone (depending on the product). So choose wisely!
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