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The psychology of color perception in marketing
August 3, 2021
Did you know that color perception is a sequence of physical and chemical responses that influence our behaviors, moods, psychological state, and overall decision-making? Different shades and hues affect us daily and nudge us to make certain decisions. That is why marketers often manipulate color perception in ads and campaigns. To help you discover more about color psychology and its role in marketing, Depositphotos shares key terms and findings.
Defining color psychology
The field of color psychology studies how colors impact our overall behavior, moods, and decision-making ability. Various shades influence the ways we perceive a brand, product, or service. As you’ll find in the next section, there’s research to prove it.
Color psychology in marketing
Color is a vital tool as it significantly influences how we observe and perceive different objects; our brain can distinguish objects by color. There is also a strong connection between the shades and our moods and emotions. For instance, there is a huge difference between emotions evoked by cool and warm tones. Thus, colors create psychological effects on the receiving person. Using the right ones is a go-to strategy in marketing.
Neuroscientist Bevil Conway's research about the brain's color system has substantial value for designers and artists. He determined that parts of the brain respond differently to certain colors. The most interesting thing is that some parts are more sensitive to specific colors. For example, neurons in the brain's visual areas are more susceptible to red than green or blue. A small percentage of cells are tuned to yellow, but red elicits the strongest response.
This means that you should consider what effect you want to achieve with your design in advance and focus on it. If your creation contains a shade that the user might misinterpret because of the adjacent colors, consider changing the design.
Achieving your goals using color psychology in marketing
Color psychology can help you:
- Change a customer’s preference from one product to another.
- Affiliate emotions towards a product and help with decision making.
- Build brand significance and inspire customers to buy the product.
Impact of color choice to increase conversions
A brand’s identity is essential for the audience. Therefore, a marketer should create an image that is strong and memorable. Let’s see what is important to remember when choosing a color for your brand.
Clarity of purpose. Using an attractive color scheme helps strengthen your brand and its identity. Your website design, logo, brochures, and marketing communication say more about your products than you describing them to your target audience. If you don’t choose the right colors, your brand’s identity may be lost regardless of how excellent the product works.
First impressions. They say the first impression is the last one. The use of attention-grabbing colors makes the best first impression for any brand.
Retaining new customers and innovative leads. You can boost email sign-up rates with an intelligently crafted color scheme that gives people a valid reason to talk about your brand and share it with family and friends.
The psychology of colors in marketing and branding
The first impression of your brand leads to a higher interest in purchasing your product. Knowing the psychology of colors in marketing can make or break your item or service. Colors have a significant impact on your brand and make a remarkable impression. Most brands copyright their color schemes because they want customers to associate them with those specific tones. So, let's get to the fun part. Here are secrets of color psychology using different shades to grab customers’ attention.
Of all the colors, red is perhaps the most active, influencing everything from our behavior at work to relationships. It can elicit negative emotions (aggression) and positive (lust for life, passion) ones. You see red in traffic stoplights, Valentine's Day, and horror films; it represents the joy of Christmas and even indicates luck in Chinese culture. The most famous brands that use red in their logos are Netflix, YouTube, and Time magazine.
Orange is generally called a color of motivation because it creates a positive, vibrant mindset. This joyful shade builds a sense of boldness and fun to your vision. We recognize bright and cheerful orange in fruits, different events, and even board games. Brands that use orange include Harley Davidson, Home Depot, and JBL.
Yellow is the essence of happiness, joy, cheeriness, and hopefulness. It raises the spirit, enhances self-confidence, and provides inspiration. Yellow is usually seen in traffic crossings and signs, emojis, and window displays. Brands that use yellow as a primary color in their marketing are McDonald's, Ikea, and Snapchat.
Green is considered the color of balance and harmony. It is also associated with peace, health, and growth. Therefore, brands that want to convey they are natural and organic often use green. Green is great for agricultural or food companies, the healthcare industry, or an innovative energy company that cares about the environment. John Deere and Animal Planet use green to indicate their link to freshness and relaxation. Brands like Starbucks and Whole Foods use it to evoke feelings of control and balance.
Blue is the color of honesty, trust, and reliability. It invokes a sense of security and confidence in a brand. It can also produce calmness and trust between people. Blue is often used in workout facilities, hospitals, and spas. Brands that use blue to express safety and loyalty include Ford, Facebook, and American Express.
Purple is known for imagination and devoutness. It contains energy and is used to demonstrate faithfulness, bravery, secrets, and enchantment. Purple is the perfect tint for magic shows, fairy tales, and luxury products. Brands that use purple are Yahoo, FedEx, and Roku.
Black is a color of superiority, importance, control, and freedom. It is an excellent color for high divergence and clear legibility. Black is often associated with professional attire, luxury products, and limos. The well-known Nike swoosh is depicted in black. Other brands that utilize black in their logos include Coach, BMW, Prada, and many more.
White is a color of completeness and purity. It shows cleanliness, peace, and goodness. White often reminds us of weddings, website backgrounds, and doctors’ waiting rooms. Brands that use white are Apple, Chanel, and Adidas.
The psychology of color in post-Covid-19 marketing
Color psychology is an interesting communication tool for studying human behaviors. It motivates feelings, affects physiological responses, and generates actions. In today’s post-pandemic world, psychological well-being is critical for brands. We suggest brands use bright and pastel colors to bring peace, reliability, and healing to people’s lives.
Building your visual context communication
Visual context communication is a best practice for connecting with your customers, generating sensation and emotions.
Research about the psychology of color can help you make the correct choice for your brand. Keep the following in mind while choosing the right color for your brand:
- Is it suitable for your brand?
- Does it show off your brand’s identity?
- Will it please your consumers?
- Does it distinguish your brand from others?
Colors are a fascinating field of research with theoretical and practical points. They are closely related to emotions that affect our moods and behaviors. Some colors make a person feel joyful, while others make them irritated.
People usually choose colors that speak to their feelings; for example, painting your bedroom in soft, natural, earthy, and greenish shades to create a peaceful mindset. Now that you know what constitutes an aesthetically appealing color palette, you can choose the right color combination for your brand.