The psychology of color can have a powerful impact on people, which marketers and advertisers have long been aware of. As a result, businesses can use the right colors in their branding and advertising to influence consumer behavior and create a powerful emotional connection with their target audience. In this article, we’ll explore the psychology of color in marketing and how colors can be used to influence consumer behavior.
According to a study by the Institute for Color Research, people subconsciously judge a product within 90 seconds of initial viewing, and up to 90% of that assessment is based on color alone. Another study by the same institute found that full-color magazine ads are recognized 26% more often than black-and-white ads, further indicating the importance of color psychology.
The top ten colors used in marketing in order of frequency are:
It is essential to understand the psychology of color for many reasons. First, different colors can have other psychological effects on people, and marketers should research and understand the psychological associations with colors before choosing a layout for their designs. Let’s dive into some of the specific psychological effects in the marketing of color and what a few primary colors evoke in people subconsciously.
Red: is a color that is associated with energy, excitement, and urgency.
It is often used in marketing to create a sense of urgency and stimulate impulse buying. For example, clearance sales and limited-time offers are often promoted using red as the primary color. This is because red is known to increase heart rate and create a sense of urgency, making people feel like they must act fast before they miss out on a great deal.
Blue: is a color that is associated with trust, dependability, and calmness.
Financial institutions, healthcare providers, and other businesses often use it to create a sense of trust and reliability. For example, banks and insurance companies often use blue in their branding to make sense of stability and trustworthiness. Blue is also known to have a calming effect on people, which can help to develop a sense of security and reassurance.
Green: is a color associated with nature, growth, and health.
It can promote eco-friendly products, health foods, and natural products. For example, companies that sell organic or natural products often use green branding to create a sense of health and wellness. Green is also known to have a calming effect on people, which can help to develop an understanding of relaxation and tranquility.
Yellow: is a color associated with happiness, warmth, and optimism.
It can be used to create a sense of cheerfulness and attract attention. For example, companies that want to create a fun and playful brand often use yellow in their branding to create a sense of happiness and positivity. However, yellow is also known to be one of the most attention-grabbing colors, which can help to make a brand stand out and be noticed.
Orange: is a color that is associated with creativity, enthusiasm, and warmth.
It can be used to create a sense of excitement and encourage action. For example, companies that sell sports or energy drinks often use orange in their branding to create a sense of energy and enthusiasm. Orange is also a playful color, which can help develop a sense of fun and creativity.
Cultural and Personal Associations
While the psychological effects of color are generally consistent across cultures, it is essential to note that personal and cultural associations with color can vary. For example, in some cultures, red is associated with luck and prosperity, while in others, it is associated with danger and warning.
It’s important to note that the frequency of color usage may vary depending on the industry or target audience. Additionally, the shades and tones of each color can also affect their psychological associations and impact a marketing campaign.
Similarly, personal experiences and associations with color can also affect how people respond to different colors. For this reason, marketers need to research and understand their target audience’s cultural and personal associations with color before choosing a color scheme. In conclusion, the psychology of color is an important marketing and advertising aspect. Businesses can use the right colors in their branding and advertising to influence consumer behavior and create a powerful emotional connection with their target audience.
Sources:
Kaya, N., & Epps, H. H. (2004). Relationship between color and emotion: A study of college students. College Student Journal, 38(3), 396-405.
Bellizzi, J. A., Crowley, A. E., & Hasty, R. W. (1983). The effects of color in store design. Journal of Retailing, 59(1), 21-45.
Ouwersloot, H., & Duncan, T. (2008). Meaningful marketing: The role of color in branding. Journal of Brand Management, 15(5), 382-395.
Aslam, M. M. (2006). Are you selling the right color? A cross-cultural review of color as a marketing cue. Journal of Marketing Communications, 12(1), 15-30.
