Psychology Of Colors In Marketing [Infographic]
How does the psychology of colors in marketing work? This infographic tells you the influence, impact, and power of certain colors, so you can use them to build a brand your customers will never forget.
Psychology Of Colors In Marketing | A Branding Guide
How Is Color Used In Advertising?
The psychology of colors in marketing is a very fascinating subject. While not everyone agrees or even believes in it, most companies follow it.
In fact, they spend many hours and money brainstorming for the perfect shade or a combination of them before they officially launch their brand. Although this has been around for ages, it continues to be relevant. The Chinese, for example, usually pick red because it stands for success and happiness. They also choose gold, which is the common color when giving presents.
Furthermore, the importance of the power colors in business goes beyond symbolism:
1. It Influences Buying Decisions
In a University of Florida study on store design, millennials are more likely to visit shops that use white since it makes the place look modern, expensive, and organized. The concept of psychology of colors remains to be difficult to understand, but for some reason, it works.
2. It Boosts Brand Recognition
Imagine the color red and tell me the brands you remember. There’s a good chance you’ve thought about McDonald’s or Coke. In this dog-eat-dog world, knowing the psychology of colors in marketing can help your brand stand out – that is, make it more visible and easier to remember than your competitors.
3. It Impacts The Subconscious
Talking about the relationship between the subconscious and marketing is complicated. It demands a different blog post. Suffice to say, every single day you’re picking up cues around you without you knowing it. The more you get it, though, the more your brain establishes a connection or relationship to objects like brands. The next time you see yellow, you think about Ikea or Burger King.
The Best Colors For Advertising
— UK Social Buzz (@UKsocialBuzz) December 21, 2017
There are hundreds of color patterns you can use for your website, but psychology of colors in marketing tells you these are the best:
- Male preferred
- Promotes trust
- Associated with peace and harmony
Perhaps all your life, you’re told blue is for boys, pink for girls, but do you know this trend didn’t stick until the later parts of the 20th century? In fact, blue used to be for girls until it stood for decisiveness and strength, which seemed to be more “suitable description” for the males.
The answer to the popularity of blue for boys and pink for girls is most likely gender normal. Simply put, it’s just to capture a certain market, which is either male or female.
Blue is also associated with trust, peace, and harmony, which explains why around 30 flags in the world use it. It’s even the color of the United Nations.
- Draws focus and creates urgency
- Associated with passion
For a lot of people, red is the color of anger, but it also stands for unbridled passion. How does this fit in the psychology of colors in marketing? It’s one of the most common colors in fast food chains and restaurants because it stimulates hunger (hello, KFC and McDonald’s).
And in case you haven’t noticed, clearance and sales ads often use red. Not only does it create the feeling or urgency and draw attention to the ad itself, but it is also associated with increased heart rate, movement, and blood pressure. It simply means one thing: it makes people excited!
- Attracts impulse buyers
- Associated with optimism and happiness
In color psychology, yellow means happiness and optimism. Perhaps it’s because it’s such a warm color. No wonder why many kid-friendly websites use them.
Speaking of warm, don’t you feel the rush of endorphins when you get some sunshine especially during the winter?
It’s usually the same feeling you develop when you see yellow on websites, which makes it an excellent color to encourage impulse buying.
But be careful. Yellow also stands for warning, so too much of it may create an opposite effect. People will be more cautious.
Some of the big brands that use yellow are Subway, UPS, Ikea, Best Buy, DHL, and Shell.
- Creates excitement
- Used for call to actions
- Associated with confidence
Orange is the color of excitement and the reason why it is usually combined with red in a lot of fast food restaurants. It also gives the feeling of vitality and energy, which is why you will find it in Gatorade and Tang. It’s brighter than yellow, which makes it more visible and prominent in web design. Thus, a lot of call-to-action buttons use it (check out Amazon). But orange can be overpowering, and women don’t really love it. Pair it with something light.
- Looks expensive and elegant
- Associated with intelligence and power
In the psychology of colors in marketing, black spells seriousness, elegance, and sophistication – in other words, luxury. Thus, you have the likes of Chanel, Apple, Gucci, Nike, Bobbi Brown, and Mac, which are not exactly cheap (especially in terms of price).
Black is also the main color for limousines and other high-end vehicles. Black, however, still denotes mourning and sadness (as well as bad luck), so combining this with other “luxury colors” like gold is ideal.
Do you want to learn more about the use of color in marketing? Check out this video and don’t forget to share it so others will learn too!
How necessary is it to learn the psychology of colors in marketing? In a study published in Management Decision, it takes only 90 seconds for customers to make a buying decision. The colors of the product influence as much as 90 percent of their evaluation. Mastering it should be one of the skills you should learn in designing landing pages and websites.
How did using color in marketing help your business? Share your stories with us in the comments below! Learn how to use colors to find the perfect business logo for your business.
Editor’s Note – This post was originally published on July 21, 2017, and has been updated for quality and relevancy.