Color psychology is a branch of psychology that studies how color affects human behavior and decisions. Different colors, for example, might influence how shoppers view a brand in ways that aren’t necessarily obvious, such as how certain hues can stimulate hunger.
You’ll see why various firms choose specific colors for their logos as you learn more about the subject. Take a look and learn more about how each color affects consumer emotions and purchases.
How Does Color Affects Marketing Dimension?
Color psychology is the study of how various colors influence human behavior. In advertising and marketing, color psychology is utilized to elicit emotional responses. At first glance, that phrase appears simple, yet there’s a lot to understand.
People create subconscious judgments on a person, surroundings, or product within seconds or minutes. This first impression is influenced by color.
Brands and advertising are well aware of this fact. They understand that specific colors, tints, hues, and shades elicit emotion and motivate people to take action. This is a subtle but effective effect.
Brands can encourage consumers to buy on impulse or prefer their product or service over a competitor’s by using color in their logos, packaging, signage, and advertising.
Color Is A Decision Making Factor In
Color is too subjective to be uniformly transferred to distinct emotions. Personal preferences, experiences, upbringings, cultural variations, and environment, according to research, obscure the effect of specific colors on humans.
Consider the fallacy of generalizations like “green equals calm.” The context is missing: green is sometimes used to brand environmental issues, such as Seventh Generation, but it’s also used to brand financial places, such as Mint.
While brown can be used to generate a rough appeal (see how Saddleback Leather uses it), it can also be utilized to produce a warm, inviting vibe (think Thanksgiving) or pique your hunger (think every chocolate commercial you’ve ever seen).
Associating Colors with marketing and branding
- Recognize the significance of colors.
- Color theory has been studied extensively. You might easily get lost in the rabbit hole of discovering the narrative behind each color, but here’s a quick rundown to get you started:
- Danger, excitement, and vitality are all associated with the color red. It’s also regarded as the hue of passion and love.
- Pink is a feminine color with sentimental and romantic overtones. Different colors of pink, such as hot pink, can be vibrant and youthful.
- Orange, like its namesake, is a vibrant and fresh fruit. It’s also known for being innovative, daring, and cost-effective.
- Yellow is a cheerful color. It’s a color that conjures up images of joy and playfulness.
- Green is a natural color that is frequently used to show that something is sustainable. It can, however, be linked to status and riches.
- Blue is dependable and trustworthy. It has a relaxing effect or is frequently related to depression.
- Purple is the color of grandeur and majesty. It has the potential to be spiritual and enigmatic.
- Brown is a straightforward and honest color frequently associated with organic and healthy items.
- White is the color of purity. It has a simple feel to it and portrays simplicity and purity.
- Black is both elegant and classy. It might be formal and opulent, yet it can also be sad.
- Multicolor means “to be together” or “to be open to anything.” It does an excellent job of portraying the spirit of diversity.
Of course, there is a slew of other colors inside this range. Different shades of blue, such as baby blue or navy, are also used in the color scheme. We’ll go over this in more detail later in the article, but for now, you should have a good understanding of which colors work best.
It’s essential to choose the perfect color for your brand.
Researchers discovered in a 2006 study that the perceived suitability of the hue being utilized for the particular brand influences the association between brands and color. To put it another way, does the hue match what’s being sold?
When it comes to choosing the “correct” hue, studies show that forecasting consumer reaction to color suitability is considerably more essential than the actual color.
Creating Brand Hierarchy and Contrast
Various aspects, such as a name, promise, and positioning, help brands distinguish themselves from the competition. But how do they tell which of their own items are which? The distinction is marked by a design element known as ‘brand hierarchy.’
Companies create a brand hierarchy to aid in the identification of their products and services as they diversify their product lines with new products and alternative positioning schemes. A brand hierarchy aids in the incorporation of key brand features and alterations into products.
These hierarchies have distinct characteristics in their names, logos, and brand identities that help shoppers distinguish across products and reduce confusion.
Use Proper Color Palette With Adobe Color Wheel
In professional services marketing, your color palette can represent the commitment you provide to clients. It’s critical to select colors that correspond to your professional services branding messages. Consistently use your color pallet to increase brand awareness.
Adding color to your proposals, presentations, or website is a terrific way to make them stand out. However, too much color can detract from your message. It can become distracting rather than beneficial.
It’s critical to comprehend how each color interacts with the others. You should also leave some white space and use neutral colors to rest your eyes! Start with a color wheel to see which colors go well together to gain some ideas.
Use your primary and secondary colors regularly in your marketing and sales once you’ve set your color palette.
Include color in your proposals for subheadings or a colored box to highlight important information, for example.
To catch the eye, use bright colors. Because black is a color, you should keep your paragraphs short. When you have a lot of knowledge in a long block, it can feel heavy.
Finally, look over your website for any color combinations that make it difficult to see the information. When text is placed on top of a picture, such as a slider or a call to action, this frequently occurs. This could jeopardize your site’s ADA compliance.
