Color psychology plays a serious role in marketing and advertising , so in this post we’ll explore how to choose the colors you use wisely, based on your specific marketing and advertising goals. Color psychology is very important in marketing and in everyday life, because it is very important to understand the meaning of colors and how we can use that meaning to our advantage. Color is known to have a strong psychological impact on people’s behavior and decisions.

Numerous comprehensive studies in the world of psychology and business marketing have shed light on some interesting data that support the idea that color affects consumer behavior. In one study, researchers found that 62-90% of product and service evaluations are based on their color or the colors used in the copy . According to the same study, it is claimed that brand perception is partially driven by color. The effects of color are very direct: most people believe that product colors are more important than other factors, and more than half of consumers abandon products because they do not contain their favorite color.

Color psychology and how colors affect our perception and emotions

Every brand and business deliberately uses certain colors in product design, packaging, advertisements and websites. Marketing and advertising rely heavily on the ability to choose colors that support a campaign.

Among consumers, colors are closely related to purchasing decisions. Color is the primary reason 85% of consumers decide to make a purchase. And up to 90% of impulse product decisions are based solely on color. Researchers also found that 94% of users form their first impression of a website based on design alone . This includes color as a more important factor than any other.

As things stand, let’s look at how a color affects people and their reactions.

What color is yours?

Blue – the favorite color of men. It is associated with peace, calmness and reliability. Blue provides a sense of security, curbs appetite and stimulates productivity. The most commonly used colors of conservative brands that want to promote confidence in their products.

Red – This is a stimulating color, associated with explosive emotions such as love, passion and anger. It creates a sense of urgency, which is good for advertising sales or discounts. It stimulates the appetite, so it is often used by fast food chains. It physically stimulates the body, raises blood pressure and accelerates the heartbeat, and is associated with movement, excitement and passions.

Black – associated with authority, boldness, stability and strength. It is often a symbol of intelligence and elegance, but can become overwhelming if used too often.

Green – associated with health, calmness, balance and nature. Due to its inevitable connection with nature, it symbolizes life, health and abundance. It is used in stores to relax customers and to promote environmental issues. The color green stimulates harmony in your brain and encourages balance that leads to determination.

Yellow and orange – cheerful colors that radiate optimism. They are used to create a sense of excitement that can attract impulse buyers and shoppers who are mostly just looking at products, with no real intention of buying anything. Many cultures associate yellow with gold, and thus with success, quality and money.

Pink – Represents beauty and romance. Culturally associated with femininity, it symbolizes delicacy.

Purple – Usually associated with authority, wisdom and respect. It also symbolizes dignity and nobility. It is often used to promote beauty and anti-aging products.

Do not “paint” the client

It is important to remember that the psychology of any color can depend on many different factors. Previous experiences, cultural influences, personal taste and other factors can influence how a person feels about a certain color. Testing is really the only way to ensure you’ve chosen the right strategy for your color marketing.

Always consider researching your target audience whenever possible to understand that group’s cultural context, customs and experiences. What will determine the future buyer is the understanding of what you want to communicate as the relationship of the meaning of colors, with the process of their life experiences.

We hope this text gives you a sense of how color psychology works, and how it intersects with marketing and advertising. Once you understand this, it will be easier to see how to use color to further your specific marketing and advertising goals. The strategic use of color, to produce specific, desired branding effects, is much more than just choosing what looks good to someone.

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