We see color daily and never think twice about its possible meaning. Colors are more than just fun forms of expression. Still, they often have a powerful psychological meaning behind them, especially in business. For example, the colors you use in your advertisements and logos can impact how consumers connect with your brand.
We see color daily and never think twice about its possible meaning. Colors are more than just fun forms of expression. Still, they often have a powerful psychological meaning behind them, especially in business. For example, the colors you use in your advertisements and logos can impact how consumers connect with your brand.
What is Color Psychology?
Color psychology is the study of how color affects human behavior and opinion. Each color has different meanings, connotations, and psychological effects, which may vary depending on cultural differences or personal preferences.
Color psychology is an important factor when branding or rebranding your business.Studying color psychology can benefit your branding and marketing because certain colors can influence a consumer’s perception of goods or services and impact their brand opinion.
Some examples of colors and their meanings are:
Purple. Royalty, sophistication, femininity, romance, and promoting harmony in the brain.
Orange. Warm, inviting, energetic, stimulates conversation.
Blue. Corporate by calming, trust, appeals to men and women.
Green. Soothing, calming, beautiful, and can alleviate depression and anxiety.
Red. Excitement, strength, love, and energy.
Yellow. Creativity, happiness, and warmth
Color Psychology in Marketing
Choosing the right color for your branding depends on how the color fits the product or service being sold, which is called perceived appropriateness.
For example, while green may exude calmness, some may associate the color green with money, which is a match for the financial app Mint.
Additionally, picking the right colors for your brand is deciding how you want consumers to perceive your personality. While there are stereotypical color associations, such as blue for “depression,” you need to decide how the color you choose will portray your brand’s personality.
Finally, you need to consider the culture of your audience when picking your branding colors if you want to convey the right message. For example, in India, colors such as black, dark blue, dark green, and brown are perceived as having an inferior status and misfortune. Meanwhile, in Japan, the color black is masculine and shows enlightenment.
Colors Psychology That Encourages Purchases
Besides colors that help the consumers form opinions on the brand for marketing, there are also practices in place at stores that help encourage consumers to make purchases. For example, the colors of the packaging affect consumers’ willingness to buy a product.
For example, consumers look for the relationship correlation between the color and the product like the Green for the Mint app. However, there are also branding colors that exude trustworthiness. Meaning if you see a “knockoff” brand with similar colors to the brand you know and trust, you’ll more than likely pick that brand over a “knockoff” with random colors.
Meanwhile, while a brand may change the overall look of its product packaging, it may still choose the same color scheme because that’s what consumers know and trust. For example, Crayola has changed its logo and packaging many times since its creation in 1934. However, consumers still know the brand through its gold and green color scheme.
Conclusion
Finding the right color for your brand and marketing campaigns can be challenging due to color psychology, culture, and consumers’ experience with the colors. That’s why it’s best to get professional help from Gerbo Designs to help you pick the right colors for your business’s branding.