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The psychology of color plays a serious role in marketing and advertising, so in this post we will explore how to choose wisely the colors you use, based on the specific goals of your marketing and advertising. 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. It is known that color has a strong psychological influence 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 influences consumer behavior. In one study, researchers found that from 62-90% the assessment of products and services is based on their color or colors used in copy-Yikes. According to the same study, it is claimed that the perception of the brand is partly guided by color. The effects of colors are very direct: most people believe that product colors are more important than other factors, and more than half of consumers give up products because they do not contain their favorite color.
The psychology of colors and how colors affect our perception and emotions
Every brand and business deliberately uses certain colors in product design, packaging, advertising and websites. Marketing and advertising rely heavily on the ability to choose colors that support the campaign.
Among consumers, colors are closely linked to purchasing decisions. Color is the primary reason why 85% of consumers decide to buy. And up to 90% of impulse product decisions are based solely on color. Researchers also found that 94% of users make their first impression of a website based on design alone. This includes color as a more important factor than any other.
When things are already like that, let's look at how which color affects people and their reactions.
What color is yours?
Blue - a favorite color of men. It is associated with peace, calm and reliability. Blue provides a sense of security, limits appetite and stimulates productivity. The most commonly used colors are conservative brands that want to promote trust in their products.
Crvena - 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 speeds up the heartbeat, and is associated with movement, excitement and passion.
Black - associated with authority, courage, stability and strength. It is often a symbol of intelligence and elegance, but can become predominant if used too often.
Green - associated with health, calm, 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. Green color stimulates harmony in your brain and encourages balance that leads to determination.
Yellow i orange - cheerful colors that radiate optimism. They are used to create a sense of excitement that can attract impulsive customers and customers who are mostly just looking at products, without a real intention to buy something. 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 power, 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 each color can depend on many different factors. Previous experiences, cultural influences, personal taste and other factors can affect how a person feels about a certain color. Testing is really the only way to make sure you choose the right strategy for your color marketing.
Always think about research target audience whenever possible, to understand the cultural context of that group, 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 for you to see how to use color to enhance 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.
Made by Vladimir Bojic - Senior Graphic Designer @Digitizer