{"id":4496,"date":"2023-04-24T01:47:34","date_gmt":"2023-04-24T08:47:34","guid":{"rendered":"https:\/\/www.vdigitalservices.com\/?p=4496"},"modified":"2024-01-18T16:24:33","modified_gmt":"2024-01-18T23:24:33","slug":"color-psychology-in-marketing-what-are-your-hues-doing-for-you","status":"publish","type":"post","link":"https:\/\/www.vdigitalservices.com\/color-psychology-in-marketing-what-are-your-hues-doing-for-you\/","title":{"rendered":"Color Psychology in Marketing: What Are Your Hues Doing For You?"},"content":{"rendered":"

You can probably rattle off a list of colors you like and dislike, but did you know that your gut response to various shades might be deeper than you think?\u00a0<\/span><\/p>\n

Researchers and skilled marketers have explored the link between colors and emotions, delving into the science of color psychology. And while there\u2019s plenty to be said for the fascinating and ever-expanding research into the scientific aspects of this topic, for now, we\u2019re going to stick to the focus area that matters to us most: how to use the psychology of color in advertising and branding.<\/span><\/p>\n

\"H2-What<\/h2>\n

What is Color Psychology?<\/h2>\n

Color psychology is exactly what it sounds like: the <\/span>psychology of color. <\/span><\/i>Essentially, it\u2019s the study of how different colors affect human perceptions and behaviors.<\/span><\/p>\n

In branding and marketing, color psychology looks at how certain colors can influence consumers. Marketers are interested in how a specific color could impact a person\u2019s first impression of a brand, their decision to make a purchase, and their preference for one brand over another.<\/span><\/p>\n

A <\/span>2006 study<\/span><\/a> found that most people have formed an initial impression within 90 seconds of the first interaction with a person or product. What\u2019s even more surprising is that upwards of 90% of that first impression is based entirely on colors, which is data that\u2019s bound to turn marketers\u2019 heads. Based on this and a multitude of other research, it\u2019s fair to say that in marketing, colors play a pivotal role in the overall effect of a branding or advertising campaign.<\/span><\/p>\n

Common Misunderstandings About the Psychology of Color in Advertising<\/h2>\n

The connection between color and psychology might not be news to you. In fact, many people have seen articles, infographics, and other information that promises to answer questions like, \u201cWhat do different colors mean in marketing?\u201d or \u201cHow do consumers react to certain colors?\u201d<\/span><\/p>\n

However, there\u2019s a major problem with resources like these. In general, it\u2019s impossible to condense the complexity of color psychology into an oversimplified guide that equates each color to a specific emotion or reaction. There\u2019s no universal translation for color psychology, mainly because people\u2019s thoughts, feelings, and reactions heavily depend on their personal experiences, cultures, preferences, and even upbringing.<\/span><\/p>\n

So, before you believe statements such as \u201cblue equals calm\u201d or \u201cyellow means optimism,\u201d it\u2019s important to realize:\u00a0<\/span><\/p>\n

When it comes to color psychology and marketing, context is what really counts.<\/b><\/p>\n

\"H2-How<\/h2>\n

How to Use Color Psychology for Marketing and Branding<\/h2>\n

Using color to create a psychological impact is all about context, especially if you aim to achieve certain branding or marketing goals. While it would certainly be much easier to have a clear-cut method for decoding colors and their meanings, it\u2019s just not that simple.<\/span><\/p>\n

When you\u2019re searching for the best colors for marketing and branding, the context you\u2019re working within is always going to be key. Ask yourself what kind of feeling, mood, and effect you\u2019re hoping to create, and then consider how you can work backwards to create materials to match. Choosing colors is absolutely a part of successful marketing, but it\u2019s not the <\/span>only <\/span><\/i>thing that matters.<\/span><\/p>\n

That doesn\u2019t mean that the psychology of color is meaningless for marketers; actually, it\u2019s quite the opposite. Research about color psychology can be very useful in making smart, effective decisions for your marketing strategy.<\/span><\/p>\n

Here\u2019s how:<\/span><\/p>\n

1. Consider which colors are appropriate for your brand.<\/h3>\n

In 2006, <\/span>researchers found that<\/span><\/a> one of the most important links between color and branding is how well a selected color fits the products\/services being sold. In other words, it\u2019s vital to focus on choosing a color that makes sense for your brand. From a consumer perspective, are <\/span>your selected colors appropriate<\/span><\/a> for your business?<\/span><\/p>\n

For example, if your business sells software products for corporate use, vivid shades of magenta, purple, and baby blue might not be the most fitting of options. Conversely, a company that creates custom birthday party d\u00e9cor for kids probably wouldn\u2019t want a color scheme of browns, blacks, and grays.<\/span><\/p>\n

If you\u2019re struggling to figure out if a color is well-suited for your brand, requesting customer feedback can be helpful.<\/span><\/p>\n

2. Use colors to highlight your brand\u2019s personality.<\/h3>\n

One of the primary reasons that color can affect purchasing intent has to do with how colors influence a consumer\u2019s perception of a brand. Basically, every brand is perceived to have a certain \u201cpersonality,\u201d and color psychology can shape the way consumers view yours.<\/span><\/p>\n

Try to get away from stereotypical color associations and instead focus on choosing colors that fit your brand personality. An academic paper called \u201c<\/span>Dimensions of Brand Personality<\/span><\/a>\u201d suggests that five dimensions make up the personality of a brand. Usually, a brand\u2019s personality is dominated by one of these dimensions (though in rare cases, they can be a combination of two):<\/span><\/p>\n