Colour is a language that we can’t speak but understand everywhere in the world. It’s colours that make us happy and unhappy. Colours define everything, including the digital space we use in so many ways. In this crazy, competitive web world, everything needs to connect—every aspect of everything—so you can create audiences who stay with you.
One such aspect is the psychology of color in marketing. The colours you choose for your marketing and branding are essential. Your designers will use these to design your logo, website, and advertisements. For this reason, you must carefully consider these choices. But what is colour psychology?
What is Color Psychology?
It is the study of how specific colours elicit physical or psychological reactions that change a person’s behaviour toward them. Various colours have different effects on us, human beings. Thus, we arrive at the tones that affect human emotions and decision-making. Depending on colour choices and cultural types, coloured psychology can mean many things.
On the other hand, in marketing, colours can influence whether members of the audience recognize different brands and products. Thus, it is vital to choose an appropriate colour for your brand; you wouldn’t want them to think that two very dissimilar things are one thing. One agency that applies colour psychology for marketing is a Detroit-based marketing agency.
Understanding Psychology of Color in Marketing
One’s first impression of a brand or product is often through its colour. Different colours are associated in consumers’ minds with different emotions. Black represents luxury, for example. The impact of colour psychology is essential in how these customers decide and judge a brand.
According to a study by the University of Southern California, close to 90 per cent of customers ‘impressions originate from colours. But colours also increase brand awareness and recognition. Some customers make purchases based solely on visuals.
Also Read: 5 Ways A Graphic Designer Can Help Grow Your Business
Standard Colors that Affect Consumers
Some colours send signals to customers. The two most common types of colour categories are as follows:
- Blue, green, or purple are cool colours that create a sense of peace and relaxation, relieving pressure, like an online plant store.
- The warm colours of orange, red, and yellow add a sense of passion, warmth, and energy. Sometimes, they even create a feeling of excitement and adventure.
Let’s dive into the colour and see what it contributes.
- The hottest colour, red, imparts all the warm feelings above, as well as passion and love. Warming your life through passionate action.
- It represents the softer, quieter, and respectful feelings of pink.
- Nature and the environment: A feeling is green. It is best for environmental brands that create a healthy image, like nutritious food companies. It has something of a sense of growth and newness.
- Yellow makes one cheerful, warm, and happy. It is also usable as a joke and to draw attention to an object.
Ways to Identify the Right Colour in Marketing
First, you should know the psychology of different colours, then you’ll need to understand your brand and where it truly comes from. Ways of distinguishing the things that can change with time. The following are the ways. To make the most effective color choices for your brand, always refer to a color wheel to understand complementary, analogous, and contrasting color combinations.
Brand
Always make sure you pick the right colour for your marketing strategy. First, state what your brand is, and decide on its messaging. So what do you say? If you are aware of exactly what your company does, then look at the other brands. This will display how you can use colours to express one type.
Target Audience
Analyse your target audience‘s psychology and understand how they respond to competitive brands. In other cultures, colours can have different meanings. For example, some colours give off an aesthetic feel: peach or light-shaded. Black and gray evoke a sense of maturity and familiarity.
Marketing requires audiences. They are your future customers.
Keeping Consistency
Some brands have changed their logos and looks over time. However, one thing has always been the same: its colour. While sending off a different look with multiple colours to convey the same message is fine, it’s also necessary to maintain a single primary colour. For instance, McDonald’s has a yellow brand colour with some red. Even with the red background removed, it still maintains its identity as a yellow shape.
Also Read: Benefits of Custom Mobile App UI/UX Design
Do Testing on the Audience
The more you plan and predict, the more you should test everything. Test A/B to see how your customers react. And if the B test colour is a good response, it means it’s something you can use. Place A/B testing on various platforms —email marketing, online advertising, and the site itself —so you can see different reactions.
Create a Culture Table
To find out what each colour of messaging means, make a colour table. Just like in India, blue means strength and sports. However, in Western culture, blue represents trust, calm, and depression. Here are many examples of different colours representing all kinds of things.
Designs in Different Platforms
The design also plays an important role when choosing the right colour for marketing. Consider incorporating your palette into marketing materials, such as brochures or business cards, to present a consistent, professional image.
Use the same colours in advertisements run on television or radio. Inject your brand’s colour into social media posts, graphics, and profiles. Establishing a strong identity helps to improve brand recall.
Also Read: Skills You Need to Become a Great Social Media Manager
Conclusion
The physical colour used in marketing is your brand’s palette. It is crucial because it defines your brand and makes an initial impression on the customer. As the saying goes, first impressions are lasting ones. Know the various colours and how they affect customers. Build your brand based on this study and take it to the next level.
