The Psychology Of Color In Marketing

  • Modern shoppers consider color more than any other factor
  • Accounting for between  62%  and  90%  of the decision to purchase

Learn about the psychology of color in marketing, what color does to the brain, and colors that maximize your marketing value

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Shoppers' buying decisions are influenced by color in 85% of cases. The colors of a product influence first perceptions by anywhere between 62% and 90%.

The importance of color psychology marketing cannot be stressed enough! 

Looking at colors and designs is but one step in the process, what looks nice and professional may provoke a different emotion or response through the meaning of the colors used. 

That's where color psychology comes in. 

Keep reading to find out everything you need to know about color psychology marketing and how it impacts your branding.

What Is Meant by Color Psychology? 

Color is fundamental to the human experience. We feel, communicate, and heal with color. It is used in so many ways throughout our lives: white for weddings, black for funerals, red for anger, and so on.  It is used in advertising to promote items and in workplaces and classrooms to boost productivity.

Color is the best medium for communicating. Color has the power to arouse feelings, trigger behaviors, and alter ways of thinking, whether or not we are aware. It has the power to stimulate or calm your mood, increase or decrease blood pressure, and even pique your hunger. It is indisputable that color has a significant influence on our daily activities, whether this influence is innate or learned.

Fundamentals Of Color Theory

Knowing the fundamentals of color theory allows us to approach the psychology of certain hues with a little more finesse. As we've seen, color affects a lot more than simply the way you see things; it can also influence your emotions, your desires, your reactions, and much more. A powerful instrument, nevertheless, is useless if you don't know how to wield it.

Therefore, it's crucial to understand how various colors, particularly popular shades and tints used by both manufacturers and consumers, affect personality and psychology, and ultimately, the buyer's journey and final decisions. 

Color Psychology Marketing 

Effective marketing aims to establish a connection with customers right away and to start cultivating customer loyalty and brand awareness. The psychology of color is really important in achieving this!

While a compelling design and a well-chosen company name can aid in establishing a connection with customers, the colors utilized to bring the logo and other marketing materials to life convey a subtle yet potent message. Customers already infer the tone and style of a business from the colors used, even though they may not be aware of it.

For brands, this is an opportunity to interact with the audience and motivate them to take action through clever placement and color combinations.

The overall characteristics of the brand can be expressed using one or more primary colors. A button on a website encouraging new consumers to subscribe to a mailing list, for example, can be highlighted using secondary colors to elicit even more emotion or prompt action.

You can attract customers and possibly increase revenue by comprehending the psychology of particular colors.

Color Psychology: Red

One of the most often employed hues in brand marketing is red and for good reason.

These strong emotions are evoked by this tone, which marketers utilize to depict traits like:

  • Courage
  • Boldness
  • Action
  • Passion

Red evokes a sense of urgency that is ideal for clearance deals. It also stimulates hunger. Fast food chains typically use it as a result. The color physically energizes the body, increasing heart rate and blood pressure.

It is crucial for call-to-action buttons, such as those on a website, as it motivates users to take action.

Color Psychology: Green 

The myriad feelings that the color green arouses are typically related to our connection to nature.

The color green may provoke a variety of emotions in marketing, much like taking a walk outside can help us feel peaceful.

  • Growth
  • Generosity
  • Health
  • Fertility
  • Nature
  • Eco-friendliness

Green is employed in stores to promote environmental issues and to calm customers. It promotes mental equilibrium and a balance that results in decisiveness.

Color Psychology: Blue

It is preferable to paint the storefront blue rather than orange if you want to foster loyalty and draw customers back.

In addition to loyalty, brands can convey the following qualities using the color blue:

  • Stability
  • Peace
  • Calm and tranquility 
  • Trust

Ford and American Express are two companies that use the color blue to convey these feelings. If you investigate brands that use blue, you may see that many have been around for a long time. Hence the feelings of stability and trust that the color can enforce. 

Blue is also associated with a good night's rest and acceptable sleep, leaving people feeling rested! 60% of people who sleep in a blue bedroom will wake up happy, awesome right? 

Color Psychology: Black 

Did you know that black is one of three favorite colors for men? 

Black is a color that conveys strength, confidence, stability, authority, and power. It is usually employed as a sign of intelligence but if used excessively, it can become overbearing. Black can be challenging to use in marketing, but some people have done it well. 

Black can also be associated with luxury, high-end goods which is why brands like Chanel have used it successfully to create a brand that stands out. 

Color Psychology: White

White may elicit a wide range of emotions despite frequently not being on the color wheel.

White is sometimes employed to lend drama to opposing dark hues like black or blue, but the colorless tone may actually be one of the most potent ones in marketing.

White can elicit the following emotions:

  • Purity and simplicity 
  • Innocence
  • Tidiness and cleanliness 
  • Humility

White and neutral colors are often used in homes and real estate to make spaces feel bigger and more open, homes that use this often sell faster than others. 

Color Psychology: Orange

Orange may make you feel cautious. Anxiety might be generated by that discomfort in order to entice impulsive customers and window shoppers. Orange is a hue that is also frequently used to symbolize traits like:

  • Creativity
  • Adventure
  • Enthusiasm
  • Friendliness

Orange is frequently used for road signs, particularly in construction zones or for hazard warnings, because this color has a reputation for grabbing our attention.

Having said that, orange can also increase oxygen to the brain and boost productivity! 

Color Psychology: Yellow 

Although research has shown that it can make people feel frustrated or even angry, yellow is more frequently associated with cheer when it comes to branding.

Companies may choose the color yellow to convey feelings of:

  • Happiness
  • Optimism
  • Enthusiasm
  • Summer
  • Cheerfulness 

Yellow can also stimulate the metabolism and stimulate hunger, so it's a great color for brands trying to do marketing with color in the food sector. 

Color Psychology: Pink 

Pink has been linked to femininity for almost a century, yet this hasn't always been the case.

In the modern era, brands use tone to convey qualities like:

  • Gentleness
  • Love
  • Immaturity
  • Affection 

Pink can be used in marketing by companies who want to appeal directly to female consumers and feminine audiences, it helps also in invoking youthful exuberance.

Color Psychology: Purple 

Purple, which has long been associated with kings and queens, and royalty, is still used in current marketing to conjure up regal feelings.

Purple can be used to highlight certain brand attributes like:

  • Luxury
  • Wisdom
  • Power
  • Spirituality

Interestingly, purple is in the top three colors for women and the least favorite for men! But, purple also encourages both creativity and problem-solving. Additionally, it is regularly seen endorsing cosmetics and anti-aging goods.

Branding And Color 

If you're thinking of including color psychology in your marketing strategy then it's really important that it is consistent throughout all your brand touchpoint first. 

You need to be aware of each color and the power that it holds. This can largely influence the success of the design of your brand and may even prompt you to redesign your brand based on what it may currently look like. 

Perhaps your current brand's design and the colors it used doesn't match the idea that you're trying to convey and the audience that you would like to talk to. 

Before Rebranding

It's imperative that you make a few considerations before jumping right into rebranding! 

First and foremost, you should consider your brand in all its entirety. Who is your target audience? What colors will they respond to in the most positive way? Then, you need to ascertain how everything comes together. Do the colors you've selected work well together? Or do they invoke conflicting reactions? 

The synergy that you are after needs to be communicated through your colors, your designs, and even your brand's tone of voice. 

The Appropriate Color 

Most consumers will want to see color used that is strongly associated with the product that is being sold. For example, if a company sells air-conditioning then it is probably really difficult to associate a harsh red logo or brown branding with that particular product and service. 

You can use customer feedback to your advantage here, and test out a few different color combinations and ask people who make up your desired target audience to rate the best option. 

The reaction of the consumer to your brand's color can give you accurate insight into the buyer's journey and how likely they are to purchase your product or use your service. 

Cultural Perception Of Color 

It's no secret that colors can play key roles within different cultures and in different countries. 

For example, if you asked William Shakespeare what green meant, he would say jealousy. For others, green is a symbol of growth and tranquility. 

If your brand might be talking to audiences in different cultures or in various geographical locations, then this is definitely something that you need to take into consideration. 

Let's look at another difference in symbolism: 

Red, in Western culture, symbolizes passion, love, and even danger. If you hop the ocean though, it indicates luck, happiness, and long life in the Asian culture. 

What You Call Colors 

Funnily, color doesn't matter only in the way that it looks but also in what it is called. 

For example, if a brand is described as being brown that's acceptable, but the minute a brand is described as 'cappuccino-colored', it takes a step up to being a luxury brand. 

It's also a cool concept to consider naming your brand's color, for example, instead of being lime green, your brand's green color could be named 'disco lights'. It may sound a little farfetched, but consumers tend to associate unique color names with brands that dominate their industry. 

Marketing With Color Successfully 

Marketing is a skill of persuasion for merchants and the majority of outlets. The decision of customers who enter your store to make a purchase is influenced by a variety of factors. The visual clues around the store—from the layout and colors to the way things are displayed and placed—are the most frequently used influences.

It's crucial to take color psychology into account when marketing new items because it affects consumers' purchasing decisions. According to research, using color correctly enhances brand recognition by 80%.

Additionally, it improves attractiveness by 93%. Another 85% of shoppers make purchases based on hue. The most important factor influencing a consumer's purchase decision once pricing is taken into consideration is the item's aesthetic appeal. In actuality, 93% of purchasing decisions are influenced by a product's color, make, appearance, and feel. This is followed by texture, which has a 6% influence, and noises and scent, which have a 1% influence.

The majority of the purchasing choice is already made once a customer begins to go toward an item that has his or her preferred hue. The four factors of color, design/texture, fragrance, and their combination, influence purchasing decisions.

The Magic of Color in Marketing 

Now that you've got the color psychology marketing down, you can move forward with your brand strategy and marketing strategy in order to take your brand to the next level. 

The world of color can be complicated but if you stick to who your brand is, its personality, and your ideal target audience, then you're bound to make the right design decisions. 

If you love our Infographics check out our Inflation and Real Estate Infographic and The Real Value of Emotional Intelligence.  And our most popular article: home decor ideas on a budget has over 500 readers each day!

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