How color psychology is used in marketing is very important for brand recognition and visual appearance. Color theory was used even when we didn’t know the exact color meaning, but it just made us feel a certain way. Today, the color scheme is crucial for building a successful brand, especially in the digital era.

What is Color Psychology?

Color psychology studies how color affects emotion and behavior. It’s commonly believed that the power of colors to elicit certain emotions is connected to memories we have of those particular tones throughout our lives.

For example, because most individuals find bodies of water, in particular the ocean, serene, the color blue is frequently connected with feelings of peace and stability.

Why are colors in marketing important?

There are many ways brands implement color in their marketing strategy. First, companies apply color combinations to make an attractive visual appearance to consumers. Second, color theory can be used to shape consumer desire to buy an item.

The color, ambiance, and feel of a product can influence consumer interest in a particular product by 93%. Also, research shows that bright colors increase brand recognition by 80% to improve the image and visibility by 90%. 84.7% of consumers declare that color is important to them.

colorful umbrellas

Colors have the potential to influence a person’s perceptions and behavior. Colors have an impact on customers and can potentially change their decision to buy a product. A marketing manager must understand the significance of colors in marketing and branding to successfully promote a new product or brand.

Before embarking on a major rebranding or product introduction, it’s important to understand the psychology of colors in marketing. This is because the first impression of a product, largely based on color, may help tip the scale in favor of the brand.

Meaning of different colors in marketing

Color is essential for an effective marketing strategy. If you want to know more about the psychology of color and marketing read our article on subconscious techniques in marketing.

Red

Red is the most common color in marketing. For a good reason, it is one of the most popular colors in marketing. This strong tone generates many powerful feelings and is utilized by companies to reflect traits such as courage, bravery, action, and passion.

Red is an effective color for clearance sales since it evokes a feeling of urgency. It also stimulates appetite. As a result, fast-food restaurants frequently utilize color. In addition, the hue physically engages the body, increasing blood pressure and heart rate.

It’s linked to energy, enthusiasm, and zeal. It gets people to interact and is crucial for call-to-action buttons on a website, among other things.

For example, McDonald’s selects the high-activity color red (and yellow), which appeals to children, whets appetites, and generates a feeling of urgency. This strategy has been extremely effective for the company. It’s doubtful that the business would be what it is now if it hadn’t utilized the color effectively.

Red is all about feelings and enthusiasm, which McDonald’s wants customers to feel about its meals. Remember the “Loving it” McDonald’s marketing campaign?

Target provides another instance of color usage. One of the most recognized logos in North America, its logo draws customers’ attention. It conveys the sense of anticipation that comes with shopping there and the need to get special offers or hot new products from the company.

red tomato

Blue

It’s preferable to paint the storefront blue rather than orange if you want to encourage loyalty and bring customers back. According to research, customers are 15% more likely to return to a business that has been painted in a pleasant shade of blue.

In addition to loyalty, the color blue may be used by companies to communicate a variety of traits, including stability, calm, and trust. That’s why the most common color used by conservative businesses looking to instill confidence in their offerings is blue.

For example, the Honda brand is all about dependability. A Honda may be trusted to run for 200,000 miles or more (a strong blue suggestion). Blue can convey feelings of security and stability in the United States. These are two of the most critical elements of putting your money and credit into a company’s hands.

The most popular color on social media is blue. According to one study, this is because it has been used in many logos. In addition, blue was the color of intellect, communication, and trust in a study. It’s also the hue most connected with conversation when looking at colors schemes.

facebook logo

Green

Green is a color that evokes a wide range of feelings, many of which are associated with our connection with the natural world. For example, the color green in marketing may elicit a feeling of growth, generosity, and health, much like going for a walk outside might.

This color is associated with health, tranquility, power, and nature. It is used to relax customers and promote environmental issues. It stimulates harmony in your brain and encourages a balance leading to decisiveness.

John Deere and Animal Planet use green to symbolize their connection with nature. In addition, green is utilized by companies like Starbucks, Spotify, and Whole Foods to evoke a wide range of sentiments.

This color scheme is utilized by a large global business such as Starbucks. Green indicates that Starbucks wants to foster a sense of calm in its cafés, inviting consumers to come in for a coffee break during a hectic day.

John Deere is another business that has used the hue in its branding. This makes sense since the company is associated with farming and agriculture. John Deere’s color branding is immediately recognized on its machine operating in a field or backyard.

Whole Foods Market also incorporates this hue into its logo. The company values high-quality, natural, and organic goods and is known for promoting health and nature. What the firm stands for is wholesomeness at its core.

Surprisingly, BP utilizes a green hue, whether on purpose or not, to signify the environment.

Yellow

Yellow is frequently associated with a positive emotional tone in terms of branding.

Yellow is a cheerful color that companies may use to express happiness, positivity, optimism, or summer.

McDonald’s, Ikea, and Snapchat are examples of companies that use yellow as a primary color in their marketing.

Snapchat’s logo is bright yellow, a change from the typical blue atmosphere of social media. The Yellow color appeals to their target demographic with concepts of joy, adventure, and imagination.

Purple

Purple can be associated with royalty and continues to do so in modern marketing. In addition, purple may illustrate qualities such as luxury, wisdom, power, or spirituality in a brand.

In color psychology, purple is frequently connected with respect. It stimulates both problem-solving and creativity. It’s also common to see it promoting cosmetics and anti-aging products.

The Hallmark logo is adorned with a crown since the color blue is linked to royalty and wisdom.

At the same time, this hue combination is associated with several unusual firms. For example, consider Yahoo! and Craigslist — two well-known firms with innovative names or methods.

Consider the logo of your favorite beauty salon or spa. There’s a good possibility that the logo or sign includes a pleasant variation of purple, lilac, or fuchsia.

How to Use Colors in Marketing

How can you use colors intelligently in your business for marketing and advertising after learning to master color psychology and color meanings? Color, after all, reflects the personality of your brand. To get started, follow these simple steps.

Decide on the colors – what kind of characteristics we described above best represent your brand image.

Pick two main colors – not one, not three, but two and it would be perfect if they were contrasting.

Apply to your website – make your website color scheme consistent with your brand colors.

Create call-to-action buttons – the best colors for this would be red, green, yellow, or orange.

Social media profile – make your profile picture match your color scheme as well as posts.

On-premises marketing – the color organization in different departments, different color price tags to draw attention to sales, and staff wearing colored uniforms.

If you want to know more about how to use social psychology in marketing check out our article.

Conclusion

Effective marketing is a key component to any business’s success. Utilizing the colors of branding correctly can help you get the message across to clients more effectively. Remember that colors have specific meanings in terms of psychology and emotion. Using them properly will make your company more memorable to clients.

Make sure to read our other articles on psychology in marketing.

Author

Experienced psychologist and T-shaped marketer with a deep love for content marketing and conversion copywriting. Privately a big fan of travel, coffee, and jazz!

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