Marketing is such a vast field of study, but one area truly stands out – the psychology of color. Advertisers have been using it for decades to invoke an emotional response from potential customers and make them interested in a brand.
Humans are visual creatures that live in a very colorful world, and we instinctively react to colors. For instance, there is a reason why warning signs are always red. This color creates a sense of urgency and is used similarly within the marketing world.
So, how does color psychology work? And how can you use the right color to send out the best possible message about your brand? You will learn that and much more as we examine this topic in detail.
What is color psychology?
Color psychology explores how different colors influence people. It is a huge part of marketing and branding, and there is a whole area of study that focuses on the relationship between colors and advertising. Color psychology can help in various situations, such as rebranding or starting a new business.
Believe it or not, but colors alone are crucial for first brand impressions. They make you feel emotions subconsciously, and marketers are well aware of this. The right choice can set a business up for success and make customers interested in whatever they offer.
Colors and marketing
Think about your favorite brands for a moment. What color is their logo? Each color has a different meaning and may summon up different emotions within a customer. Of course, the said emotions can be both positive and negative, depending on personal experience. Therefore, the color choice in marketing is both powerful and a bit tricky.
Different studies have shown that people usually decide whether they are interested in a brand or a product in less than a minute. It means that the first impression is everything. And what is the first thing we see? Yes, it is the color and the overall packaging.
The subtle art of finding the right color, shade, or hue and using it correctly as a call to action is an incredible marketing tool. This detail alone can make a potential customer choose your business or product over the competitors.
Now, let’s return to the previous question – which brands are you interested in right now? Do you love to watch Netflix, drink Coca-Cola, and shop at H&M? All these companies have red logos and are instantly noticeable. On the other hand, Starbucks fans might prefer the calming green shade featured in their logo.
It is time to dive deeper into the psychology behind the most popular colors in marketing and see some examples!
Red in marketing
The color red is super powerful and is often related to love, strength, and excitement. On the other hand, it can also signalize danger and alertness. It is the ideal color for calls to action or sales and discounts. It all depends on the context, so using red for marketing is a real hit or miss.
Scientists claim that red increases appetite, so it is no wonder some restaurants use it in their marketing strategies. The most famous example of this is McDonald’s. The fast-food giant has been on the top for decades now. Of course, its branding is well-known all around the globe. McDonald’s combines red with yellow, which is such a great concept. After all, yellow is the color of optimism!
Blue in marketing
Blue might be one of the most popular colors in marketing today. This color symbolizes water, the feeling of calm, and inner peace. But did you know that blue also makes you more productive? With that said, it is no wonder that some of the biggest brands in the world, like American Express, go for this color in their marketing campaigns.
You might have noticed that most social media websites use blue in their logos. Just take a look at Facebook, Twitter, or Tumblr. These brands are still going strong even though they have been around for more than a decade. Blue also signifies communication and trust, which is a bit ironic considering Facebook’s privacy scandals.
Green in marketing
Green represents nature, health, vitality, freshness, and hope. It is relaxing and often used by healthy or natural brands. The color itself is very calming and relaxing. So, if your brand is all about inner balance and wellness, green is the way to go.
Whole Foods might be the perfect example of the great use of green in its logo. They are primarily interested in organic food and are considered a healthy brand.
Yellow in marketing
Yellow is a very tricky color for marketing. While it can promote optimism and cheerfulness, it may trigger anxiety or make a viewer more alert. Therefore, it is a great color to use for promoting sales or discounts.
Snapchat uses yellow color in a very clever way that makes it different from other social media apps. Yellow is all about positivity and adds an air of youthfulness which attracts younger users.
