If you’re wondering why some brands stick to certain color branding schemes, then you should learn about the psychology of colors in marketing. This infographic tells you the influence, impact, and power of shades regarding brand awareness. In this blog post, you will learn some of the big brands who are using these powers of colors in business. Perhaps that’s why you recognize or love the brands!
Psychology of Colors In Marketing And Branding
Why Do Colors In Advertising Matter?
The psychology of colors in marketing is one of the interesting aspects of marketing. In fact, companies spend many hours and money brainstorming for the perfect shade or combination of them before they officially launch their brand. Although this has been around for ages, it continues to be relevant. The Chinese, for one, usually pick red because it stands for success and happiness. So is gold, which is the common color when giving presents. Furthermore, the importance of the power colors in business goes beyond symbolism:
A. Influence In Buying
At the end of the day, businesses need to make a sale – or convert. As it turns out colors help them achieve that. To be more specific, at least 85% of the people say it influences their buying decision. We are visual people. Before we can even taste the food with our tongue, we are already feasting on it with our eyes. This also explains why Master Chef emphasizes food plating. When you’re shopping online, you’re immediately drawn to bright, clear, and crisp photos. That’s the power of visuals.
B. Brand Recognition
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. Let’s try an experiment: Imagine the color red and tell me the brands that you remember. There’s a good chance McDonald’s is there.
C. Subconscious Judgment
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.
Color Psychology: The Most Popular
Human eyes are capable of seeing millions of colors, but when it boils down to power colors in business, five of them are the most popular:
— GoAnimate (@GoAnimate) June 30, 2017
- 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 to 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. Here’s a good discussion about it here. 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 contain it. Moreover, it’s the color of the UN.
- 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). In case you haven’t noticed, clearance, and sales ads often use red. Not only does it create the feeling, urgency, and draw attention to the ad itself, but it is also associated with increased heart rate, movement, and blood pressure. These are the changes you often experience when you are excited.
- Attracts impulse buyers
- Associated with optimism and happiness
The color yellow is often related to happiness and optimism mostly because it is warm. It tends to invoke the same feelings when you receive plenty of sunshine. Some of the big brands that use yellow are Subway, UPS, Ikea, Best Buy, DHL, and Shell. It’s unclear how it becomes a favorite color among impulse buyers, but there’s a huge probability such behavior is a consequence to a rush of endorphins.
Its brightness and clarity also make it a good color to invite impulse buying. It can make any ad more visible! Of course, you can assume the rush of endorphins is enough to make people want to purchase.
- 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). Note, though, it can be overpowering, so orange is best paired with other, and hopefully lighter, colors.
- 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, though, still denotes mourning and sadness (as well as bad luck), so combining this with other “luxury colors” like gold is ideal.
Disclaimer: It takes more than memorizing the psychology of colors in marketing to win in the market. After all, there are other factors that affect brand personality. Moreover, the relationship between human behavior and colors is complex and, in fact, controversial. But colors do have the power to influence, so use them wisely when creating your brand.
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