Why Using the Psychology of Colors in Marketing Is a Good Idea

a black human silhouette next to a colorful one

When you hear psychology of colors, do you think about marketing? Probably not. As different as these two things may seem, they’re actually strongly connected. The psychology of colors can help you market your business and build your brand. How? This is precisely what we’ll cover in today’s guide. Let’s see how colors and their effect on people can influence the way customers relate to your brand.

Psychology of Colors and Marketing: A Comprehensive Guide

How People Respond to Different Colors

Research regarding the psychology of colors is intent on finding out how people respond to different colors. For example, according to researchers, yellow is the happiest color. Maybe that’s why 75 percent of the pencils people buy in the U.S. are yellow. You might say, and with good reason, that it’s impossible to establish a distinct emotion that everyone feels when looking at a color. That’s because every person on this planet has a different upbringing. Not to mention the differences in culture, personal preferences, context, and experiences.

So, color is dependent on all of these factors, which means it can’t be universally translated. However, one can identify messaging patterns in color perceptions. According to a study called “Impact of color on marketing”, up to 90 percent of the immediate judgement people passed on products was based on color.

Another study called “The interactive effects of colors and products on perceptions of brand logo appropriateness” found that in order for people to relate to a product and purchase it, the color of the product should be appropriate for both the product itself and the brand. The study “Exciting red and competent blue: the importance of color in marketing” also confirms this, showing that colors can influence the way a customer views the personality of a brand.

Colors and Their Influence on Customers

  • Red: Encourages appetite, creates urgency, stimulates the body, increases heart rate, raises blood pressure, and is associated with passion, excitement, and movement.
  • Green: Connected to health, nature, power, tranquility, and relaxation. It stimulates harmony and encourages balance.
  • Blue: Associated with tranquility, peace, water, and reliability. It curbs the appetite, provides security, stimulates productivity, and promotes trust.
  • Orange and Yellow: Both cheerful colors that draw in people who are impulsive buyers. They promote optimism. However, yellow can cause babies to cry, while orange makes people more cautious.
  • Purple: Connected to wisdom, royalty, and respect. Stimulates creativity and problem solving, and promotes beauty.
  • Black: Shows power, strength, authority, and stability. Symbolizes intelligence.
  • White: Associated with safety, cleanliness, and purity. Promotes neutrality and increases creativity.
  • Grey: Symbolizes solidarity, old age, and practicality. Used too often can lead to depressive feelings.

Why Should You Use the Psychology of Colors in Marketing?

The answer is simple: because the visual appearance of products, logos, catalogs, websites, brochures, and so on, influences buyers. Most customers look at the visual appearance first, and this can be a decisive factor in their decision to buy from you or not. As a result, if you know how to use colors to your benefit, you can influence customers’ perception of your brand.

In conclusion, if there’s something you want to transmit through your brand and products, don’t hesitate to use colors to do so.

Image Source: Pixabay.

Author: Amanda Knowles

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