Color has a powerful psychological influence on the human brain. So, it’s no surprise that color is essential to brand marketing success.
As visual beings, we process imagery much faster than plain text or audio content. By studying the impact of color on human emotions and behaviors and then harnessing and applying that influence in your visual marketing, you can create a powerful effect. Here’s proof:
- Almost 93% of people say color is the number one influencing factor in purchase decisions.
- 80% of consumers think that color enhances brand recognition.
Color Psychology: What It Is and Why It Matters in Marketing
Color psychology studies how colors affect human behavior, emotions, and mood. According to this theoretical concept, colors profoundly impact human behavior.
Medical studies suggest that the color red correlates to an increase in blood pressure, while blue triggers a decrease. Because of its impact on behavior, we know that color can play a significant role in creating a mood or emotional connection. Taking that one step further, you can use color to improve your brand marketing by understanding the emotional and psychological effects of different colors.
Choosing the proper hues can help establish your brand reputation and increase brand recognition. In addition, it can create marketing campaigns that attract and resonate with your audience, encourage a desired emotional response, and ultimately influence consumer behavior.
How Color Can Influence Brand Marketing
We know that different colors can evoke other emotions and associations. And these feelings can influence a consumer’s perception of your brand, product, or service. Here are some examples of how color can be used to influence marketing:
Brand recognition:
Color can be crucial in building brand image. Think of the golden arches of McDonald’s or the red and white of Coca-Cola: These brands have used color to become instantly recognizable.
Emotional appeal:
Studies show that colors can trigger emotions. For example, blue is often associated with trust and calm, while red is aligned with excitement and passion. Using specific colors can help you make the desired impact on your audience.
Audience segmentation.
Color can help make more personalized brand experiences: For example, it’s beneficial to understand which colors can best persuade a particular gender to stay on a page or make a purchase. According to research from Sherwin-Williams colors that appeal most to women are blue, purple, and green, while orange, brown, and gray are the least appealing. Adjusting color selections accordingly can improve conversions.
Create contrast:
Contrasting colors can draw attention to a particular element on a webpage, email (think CTA), or product packaging. This can help make the product or message stand out and be more memorable
Brand identity:
Color can also help to convey a brand’s personality. For example, a natural and eco-friendly brand may use earthy greens and browns, while a luxury brand may use gold or silver to convey sophistication.
The Meaning of Colors in Branding
The colors you use in your branding—including your logo, collateral, and ads—evoke an emotional response from your audience. So, consider color psychology when building your brand and creating campaigns.
- Famous brand logos and color emotion guide (Source: The Logo Company)
Here are fundamental associations with commonly used colors in branding:
- Red: excitement, passion, anger, danger, action, anxiety, power
- Orange: playfulness, friendliness, creativity, warmth, enthusiasm
- Yellow: happiness, optimism, warning, joy, originality, enthusiasm
- Green: youth, vibrancy, vigor, nature, growth, stability
- Blue: calm, stability, depth, peacefulness, trust
- Purple: royalty, luxury, romance, introspection, calm
- White: innocence, purity, wholeness, cleanliness, new beginnings
- Black: power, luxury, sophistication
How to Choose the Right Colors for Your Brand.
Choosing the right color for your brand is an important decision, as colors can significantly impact how people perceive and remember your brand. Here are some tips to help you choose the right color for your brand:
- Consider your brand values and personality: Your brand’s values and character can guide the appropriate colors. For example, green may be a good color choice if your brand is eco-friendly and nature-focused.
- Study your competition: Look at the colors used by your competitors to ensure that your brand stands out. Then, to avoid confusion, choose colors unique to your brand.
- Consider your audience: Study the demographics of your target audience, such as age and gender—and choose colors accordingly. For example, bright, bold colors may appeal to younger audiences, while muted, earthy tones may be best for older people.
- Consider color psychology: Colors can evoke specific emotions and moods. Consider the feelings, values, and reputation you want to be associated with your brand, then choose colors that fall in line.
- Test different options: Once you’ve narrowed down your color options, test them to see which ones resonate best with your audience. For example, you can conduct surveys, focus groups, or A/B testing to see which colors perform the best.
Be Aware of Cultural Differences
While color psychology concludes a host of accepted findings about the emotional response to color, it’s important to remember that color perceptions are subjective. Moreover, color meanings differ from culture to culture depending on history and social background. For example, white represents innocence and purity in the Western World, but in Japan, it symbolizes death and mourning. And while red is traditionally associated with passion and energy, many African cultures believe it’s the color of death and grief. So, be sensitive to color meanings, particularly concerning your target demographic.
A Final Thought About Color Psychology in Marketing
Color is an essential element of brand marketing. It can help create and build greater brand recognition, evoke emotions, convey your brand’s personality, and drive conversions. With so much riding on your color choices, consider the psychology behind your brand’s color selections to ensure you’re sending the right messages.
