Color plays a huge role in perception and influences human behavior and decision-making.
According to various studies, from 60% to 80% of people around the world perceive information through vision. This number of visuals speaks volumes about the importance of color and its enormous potential in product advertising. Knowing the psychology of color in marketing allows you to form the right attitude towards the brand – both at the stage of creating a logo and when choosing a color scheme for an advertising campaign.
When a person lands on your landing page, it is very important that absolutely everything contributes to his further advancement into the sales funnel. In particular, color has a huge influence on conversion indicators. Not all colors will work equally well specifically for your page.
What is color psychology?
The psychology of color explores the effect that different shades of colors have on a person’s perception, behavior, and mood. Some colors can make us worry, others cause irritation, others motivate us to act, and others allow us to relax and calm down.
The results in different studies differ, which indicates the subjectivity of color perception depends on many factors:
- human experience;
- individual preferences;
- features of the culture in which the person grew up;
- features of his upbringing;
Red color, especially bright and saturated, always attracts attention. It is the color of youth and the desire for adventure. Used as a staple in fast food restaurants, lingerie and sports car ads, and product sales to young audiences.
Red color features:
- causes equally strong positive and negative emotions;
- creates a sense of urgency (therefore often used in sales);
- stimulates appetite;
Among the brands that have chosen this bright color for their logos are well-known Coca-Cola, Canon, Levis, H&M, and others.
Orange is the color of energy, but here it is warmer and more friendly. Orange is liked by bold and cheerful people. As negative characteristics, inertia, feelings of instability, and the impossibility of satisfying desires are distinguished.
Orange color features:
- gives warmth, as it is associated with the sun;
- brings positive emotions;
- children like it, therefore it is used in advertising children’s products and educational courses;
- It is almost never used by high-end brands.
Most often, orange is used in the entertainment industry and consumer goods advertising. It is found in the brands Globus, Fanta, Mastercard, and Firefox.
Positive characteristics may arise under the influence of yellow. Optimism, heat, happiness, desire to be creative, increase mental abilities. Among the negative ones is irrationality, fear, and frustration.
- The yellow color is a symbol of youth, happiness, joy, and the sun.
- Some positive emotions can compensate for some psychological problems.
- Often has a greater influence in the neighborhood with a darker color.
The yellow color is associated with warmth and happiness. It causes the desire to create. Color increases sales in taxis, recreational goods, and fast food restaurants. Brands Nikon, McDonald’s, Lipton, Snapchat, and others are used.
One of the natural flowers, which is associated with freshness, purity, growth and health. With its help, you can create an atmosphere of peace, but certain shades of green remind you of envy and other weaknesses.
- Features of green color:
- relaxes the eyes;
- symbolizes life and health;
- gives peace of mind.
Green can often be found in brands related to ecology, and pharmaceuticals, promoting a healthy lifestyle. As a symbol of growth, it is used by financial companies and technology brands. Examples: Xbox, Starbucks, Lacoste, Greenpeace.
According to color psychology, blue is associated with the following feelings. trust, loyalty, logicality, peace of mind, and security. Among the negative associations are coldness, callousness, isolation, and unattractiveness.
- Blue color has a pronounced calming effect.
- This is the color of strength and freedom, which is used by many brands.
- Blue color is a symbol of peace.
The blue color is often found in advertising for water, cosmetics, health products, tour operators, payment systems, and banks.
The color sets the mystery and stimulates the imagination. It is associated with solemnity and nobility.
Features of the color:
- it is considered the color of luxury and wealth, so it is liked by elite brands;
- often used in advertising for a female audience;
- has a strong impact
Violet helps to sell children’s goods and bed linen. We love the fashion and beauty industry, it is used in the marketing of hobby goods. Among the brands, where purple is the main color of the logo, — Milka, Viber, and FedEx.
Black is considered a classic color, while it is often associated with mourning, which is completely wrong. In psychology, the color black is associated with the following positive qualities. sophistication, elegance, safety, strength, authority, and meaningfulness.
- Black is an “influential” color that is often associated with power and luxury.
- Luxury brands today choose black and white shades of flowers.
- Using black with another bright color looks unique and sophisticated.
- Suitable for the field of fashion and health.
Black can be found during sales of cosmetics and fashion clothes, sports goods, cars, and gadgets. Remember the logos of the brands Chanel, Hugo Boss, Puma, and Apple.
White and silver are basic colors. Here are some facts from the psychology of color, relevant for brand marketing.
- embodies cleanliness and is suitable for brands with a modern eco-concept;
- often used in the design of corporate style as a dominant color;
- can become a symbol of indifference and laziness;
- perfectly suitable for conveying a fashionable, clean, clean image.
Zara, Adidas, and Sony use it as one of the main ones. White and gray are loved by eco-brands, relevant in the spheres of fashion and sports, and are found in jewelry advertising.
To conclude, every top branding agency uses knowledge about the psychology of color in marketing, transforms campaigns, and creates the right brand image in the eyes of consumers. For example a Top Branding Agency DEEP.Marketing.Branding. always consider the color potential and visual influence to ensure its clients’ enormous success in this super competitive world.
At the same time, it is important to remember that color perception remains an individual reaction, which is often based on the client’s personal experience. And the color itself is only one of the channels through which customers receive information about the brand. It can help in forming the image of the company, but it will work only in combination with other marketing tools.
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