As visual beings, we’re often drawn to the physical appearance of things more than anything else. Of all the five senses, sight usually has the most influence, and in the world of marketing, it is the most powerful. Since everything around us has color, it plays a rather larger role in influencing our purchasing decision than we think it does. In this article, let’s dive deeper into the mystifying influence of color psychology and the role it plays in marketing.
Colors are often associated with different emotions which are triggered upon seeing them. Whether it is with feelings of happiness, excitement or disgust, colors have an underlying part in invoking those feelings. Similarly, they are also a catalyst in conveying values and personal characteristics. Marketers and brands have been using this covert fact to their benefit for quite a long time. Visualize a blue coloured bird, a red can of soda, a black check mark, and yellow arches - which brands sprung to your mind?
While these brands have gained prominence due to their products and services, their most prevalent element of identification is their color, and you just proved that!
According to studies, color alone can increase brand awareness and recognition by 80%, and keeping other metrics in mind, that’s a significant number! This goes to show that color has a unique relationship with our mind, and thanks to color psychology, its strategic use can be a game-changer for any brand. Let’s further understand how color impacts the mind and the psychology behind it.
What is Color Psychology?
Color psychology is the scientific exploration of the underlying impact of colors on human moods and behaviors. It seeks to understand how colors sneak into the world of emotions and perceptions and evoke specific feelings, often on a subconscious level. Colors trigger various sets of responses within the cerebral cortex of the brain and throughout the nervous system, thus impacting our visual perception.
As soon as we identify a color, we instantly associate it with a plethora of thoughts, memories, people or places, much like what you experienced above. Our brains are predisposed to respond to colors, whether it's a positive response or negative.
In essence, color psychology proves that colours are more than just aesthetics; they help communicate, persuade, and evoke emotions inconspicuously. Due to this, color has become a powerful tool used in various fields, from marketing to design, allowing them to tap into the subtle but powerful influence that colours have on human behaviour and perception, or in other words, to manipulate you with colours. (just kidding, maybe.)
How Do Marketers Use Color Psychology?
According to a study titled ‘Impact of Color on Marketing’ it was found that 90% of impulse decisions made on products can be alluded to colors alone. But this isn’t a surprise, at least not to the brands. In marketing and branding, the choice of colors is not arbitrary, it’s a carefully considered aspect of their overall messaging.
Since 93% of consumers make purchasing decisions based on visuals alone, marketers make a strategic use of colors in their logos, products, advertising materials, websites and even the retail space itself. Let’s dig deeper to understand how.
1. The Impact of Color on Logos
Logo and branding designs are critical areas where color psychology plays a pivotal role. Think about fast food giants, with their bright yellow and red combinations - these colors evoke a sense of fun, fast, delicious and in many cases, even beget hunger (Blame that the next time you’re indulging in a McDonalds meal!), whereas the neutral, minimalistic colors, such as the one in Apple’s logo exude sophistication and innovation - thereby communicating their brand values.
2. The Impact of Color on Products
Product packaging is yet another significant area where color psychology is at play. The colors chosen for a packaging can instantly influence purchase decisions, as well as reflect the product’s attributes. Walk down any supermarket aisle, and you’ll see how color influences your choices. While vibrant, colorful packaging can make you feel a product is fresh and fun, the soft, muted tones can suggest a more natural, organic or luxurious feel.
3. The Impact of Color on Advertising and Social Media
In advertisements and brochures, whether it’s a banner ad, a billboard, or a social media post, the colors you choose can grab people’s attention and influence the emotional response of the audience. Red might be great for a clearance sale as it represents urgency, excitement and action whereas calming and soothing colors like blues, greens or pastels can be used for advertising related to wellness and relaxation. It’s also important to utilise a similar colour scheme for your social media platforms to ensure consistency, and enhance brand recognition and engagement.
4. The Impact of Color on Retail Design
Retail environments also benefit from color psychology, where store layouts, displays, and signage can be strategically designed to create specific atmospheres and influence shopper behaviour. For example, a boutique aiming for a high-end, exclusive feel might use a black and gold color scheme, while a family-friendly store may opt for warm and inviting colors like reds and yellows.
5. The Impact of Color on Website and E-Commerce
In the age of e-commerce, websites are an integral aspect of any brand. In fact, according to research, 42% of online users base their opinion of a website on the overall design alone. As a result of this, the colors you pick for your website determine the user’s journey. Bold and contrasting colors can direct the user’s attention to the most important stuff and C-T-A buttons, like “Buy Now” or “Let’s Connect” as they draw attention and encourage clicks, while a harmonious color scheme can create a pleasant and cohesive user experience increasing the likelihood of conversion.
To dive deeper into the captivating world of colors and the emotions they conjure, here’s a handy chart you can trust.
To conclude, it’s undeniable that colors have a profound impact on the mind. With color psychology, brands can establish a strong and consistent brand image, evoke desired emotions, and guide consumer behavior in a way that aligns with their marketing objectives and values.
And in doing so, they can promote your brand’s value, strengthen and uphold the positioning of your brand, boost brand awareness, improve customer recall, and ultimately, distinguish your brand among its competitors, thereby achieving every brand’s raison d'être.
Utilise the hidden power of color psychology and elevate your marketing game with GRID B2B Agency!