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THE PSYCHOLOGY OF COLORS IN MARKETING

Updated: May 31

Product cycles have shortened, market has become more competitive, and therefore every marketer has to exploit each rule in the book in order to generate sales. In many industries, including retail, real estate, healthcare, military, auto-manufactures, and restaurants, utilizing the psychology of color is very common. Fair changes in color schemes directly influence sales, brand loyalty, conversion, and reliability. Hence, every brand has to think about how their brand colors affect customer reaction and the eventual sales.


Influencing Purchases

For most marketers, the ultimate goal is to convince consumers to make a purchase. Color psychology is basically the study of how colors affect perceptions and behaviors. In marketing and branding, color psychology is focused on how colors directly impact consumers’ impressions of a brand and whether or not they convince consumers to consider specific brands or make a purchase.

According to the research, brand recognition increases by 80% on the proper use of color and color can enhance visual appearance by 93%. Moreover, 85% of consumers buy products just because of the color and 90% of snap judgments made about products can be based on color alone.

Colors are found to :

  • Soothe customers

  • Enhance mood

  • Increase or decrease appetite

  • Reduce the perception of the length of a wait

Importance for Branding


Several studies have revealed that color is very essential to branding while other says that one particular color cannot always convey a specific message. For example, red does not always mean excitement and green does not always mean growth.

A study published in the Management Decision says that people make decisions within 90 seconds of their first impression of a product, and color alone contributes up to 90% of the information that forms the decision. The right color for your brand can make or break a brand. The wrong color for your logo or content, for example, can make it less readable and difficult for your audience to understand, or be ignored all at once. Therefore, marketers must understand how the colors they use affect consumer’s ability to differentiate products and identify brands.

Evoking Emotions

Red color is associated with energy, passion, excitement, love, danger, energy and action. Many packaging brands use red to make their product stand out on shelves.

Coca-Cola and many fast food businesses use red to encourage hunger. YouTube uses red to show excitement, encouraging people to want to watch videos online.

Orange color is associated with creativity, adventure, success and enthusiasm, but it is not as strong as red. Different marketers use orange for website areas or call-to-actions they want to draw attention to. Nickelodeon uses orange because it wanted to represent creativity and enthusiasm.

Yellow is the color of sunshine and it evokes feelings of happiness, positivity, optimism and summers. Many brands use yellow color as a background for their websites because it helps in giving a positive impression to the visitors. Ferrari and McDonald used yellow color because it associated the brand with happiness.

Green is associated with growth, generosity and health and it also connects to nature and money. Mostly, landscape, agriculture and lawn care business use green for their logos and websites.

Blue is the color of the sea and sky and depicts the feeling of peace, harmony, calm and trust. Mostly retailers use blue color because it depicts guarantee and trust. Facebook, Twitter, Skype and LinkedIn use blue for their website.

White color is associated with cleanliness, goodness, humility and innocence, but white color has a different meaning in different cultures. Some cultures associate white with sterility and cold. Many ecommerce websites use white for the background and black for the font because it makes a great combination for readability.

Color psychology can greatly benefit your business in terms of marketing. Marketers should consider choosing colors that represent their brand’s story or what they want their customers to feel while interacting with the brand, product, and website. If you need help branding your business, contact Ogling today.

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