Impact Of Psychology Of Color On Marketing

24 May, 2021 (Monday)

In order to bridge the distance between marketing and their target groups, our minds create comparisons with certain colors. You can find many of the same colors coming up time and again if you look closely at widely used colors for your industry ads. This is no coincidence and not just the favorite colors of the opponents. These colors (research shows) help to bind consumers to brands in the industry's needs and aspirations.

Colors communicate in a way that words cannot. That is, on an emotional basis, colors bond with us and are more efficient in convincing us. Color is the key motivator for 85 percent of customers when deciding which goods to purchase. Furthermore, up to 90% of product impulse purchases are dependent purely on the color of the product. According to color psychology researchers, 42 percent of customers shape opinions about websites based on their appearance, with color influencing their opinions more than any other aspect. And 52 percent of the time, bad color selection and other poor design decisions drive people away from a website, never to return.

Color psychology is more than simply invoking specific feelings. It is about using colors to satisfy the needs of customers for goods and labels. Consider colors that are inappropriate for such goods or facilities, such as a bank's neon yellow and orange logo or a brown or grey box for feminine grooming products. These colors sound off to us because they do not correspond to our desires.

Colors have the ability to influence consumers, and each color has its own set of associations that can be used in promotions and promotional materials. Here’s a rundown of the right contexts to use various colours to fulfil your marketing and advertising objectives.

Blue - Blue is the most common colour among males. Its colour sense is synonymous with tranquillity, harmony, and dependability. It also provides a sense of comfort, reduces appetite, and increases efficiency. It's still the most common colour for conservative labels looking to instil confidence in their products.

Red - The colour red evokes a sense of urgency, making it ideal for discount sales. It also stimulates the appetite. As a result, fast-food restaurants often use it. The colour affects the body internally, increasing blood pressure and heart rate. It is linked to motion, enthusiasm, and passion. It motivates people to take action and is important for call-to-action buttons on a website, for example.

Green - This colour represents wellness, tranquillity, strength, and nature. It is used in supermarkets to calm consumers and raise awareness of environmental issues. It promotes brain equilibrium and supports calm, which leads to decisiveness.

Purple - In colour psychology, this colour is generally associated with royalty, wisdom, and reverence. It encourages both problem-solving and innovation. It is also widely used to promote skin and anti-aging cosmetics.

Orange and Yellow: These two shades are upbeat and encouraging. However, by using them in ads, you must use caution. Yellow can cause babies to cry, while orange can cause them to be cautious. Simultaneously, the discomfort can be used to generate a feeling of fear, which can attract impulsive customers and window shoppers.

Black - Though theoretically not a pigment, we consider black to be a hue. It is synonymous with control, authority, security, trust, and strength. It is often used as a sign of wisdom, but it can become confusing if used too often. Black can be difficult to use in marketing, but some brands have achieved so effectively.

Grey: Grey represents practicality, old age, and unity. However, so much grey will lead to feelings of nothingness and sadness. Gray may be uninspiring if used excessively.

White:  White evokes feelings of cleanliness, innocence, and protection. It may also be used to convey a lack of colour or neutrality. Since it can be seen as an unaltered, blank slate, white space can help inspire innovation.  However, with a minimalist brand or strategy, using white in marketing may be successful.