The Psychology of Color as One of the Most Controversial Aspects of Marketing
As research has shown, misconceptions occur usually because of personal experiences, personal preferences, the context we are in, cultural differences and one’s upbringing — they all impact the effect that different colors have on us. Therefore, the notion that purple and yellow colors trigger hyper-specific feelings is as precise as a person’s palm reading. In other words, color interpretation is largely dependent on one’s experiences. However, research has revealed that to some extent, color can persuade consumers to buying a service or product.
There exists an opportunity for a firm to influence the perception of the target audience every time the client is in interaction with their brand. It is, consequently, the marketer’s responsibility to decode / interpret which color or design will get the customer to make a purchase. By acquiring knowledge on color theory psychology, marketers can benefit from techniques of branding and connect with the market better. This would lead to an improved brand, consumer relationship and more profit.
Around ninety percent of people’s product-assessment is founded on color. “The Interactive Effects of Colors” portray that the use of the product intended must be shown by its color. In simpler terms, the personality of a product must be portrayed in the color. Therefore, picking brand color, we can argue that firstly it is vital to identify the brand personality. After doing this, a marketer should put cultural differences into consideration.
- Red is, for instance, interpreted as passion or love in the west, mourning in South Africa and good fortune among the Chinese.
- Blue is often associated with loyalty, trust, understanding and intelligence.
- Black is usually taken for mourning, desire and greed.
- Yellow shows intellect, energy and attention.
Branding is an essential issue that relates to the perception of color and a field where many problems in many articles exist. There have been attempts to categorize consumer responses on marketing to various colors. However, the truth is that color is too hooked on one’s experiences to be translated to certain individual feelings. That being said, there exist patterns of messaging found in the perception of color.
In the “Impact of color on marketing” research study, it was discovered that around ninety percent of quick judgments on products purchased is based on color only. Depending on the function of color in branding, findings of a different study show that the brand-color relationship is pegged on the perceived appropriateness of the color used for the product.
“Exciting red and competent blue” research study is in conformity that buying of products is greatly affected by the color being used because of the impact of how the brand is being perceived. Color, for that reason, influences the way customers take the brand’s personality. To buy a Harley Davidson motorcycle, for example, one must feel that the product is rugged and cool. The appropriate color should be used to give this feeling to the customer.
More research has portrayed that a human’s brain prefers instantly recognizable brands and this makes color very important while making the brand identity for a company. It is important for newly created brands to choose colors that ensure the firm’s product is well differentiated from their competitors’ products.
There is more of a degree of rememberability in certain colors than others. We will examine color coordination and conversions by exploring various tests that have been carried out. According to the Isolation Effect, it is more likely to remember an item that stands out than one that doesn’t.
The research vividly portrays that people are more likely to recognize and remember an item (image or text) that show up from its surroundings. Studies on color combinations, one assessing consumer preferences and the other evaluating aesthetic response, find that while many prefer patterns with similar shades, they favor palettes with a greatly contrasting accent color. In terms of coordination, it implies creating a visual structure that is comprised of base analogous colors and having them contrasted with tertiary colors or accent complementary colors.
How people behave when they view color directly affects your conversion as a marketer. Will potential customers click your CTA button? Will people read your pop-up graphic? Will a client notice your email subscription pop-up box? According to the research, people judge your content in one and a half minutes or less. Moreover, about ninety percent of the judgment is influenced by the colors as noted by the customers. Color helps in the recognition of your brand in about eighty percent of cases. It’s therefore imperative to pick your color carefully and stick with it.
Obviously, colors play a significant role in the creation of the brand identity system. It is well advised to evaluate the impact of any new brand identity system’s colors. It is essence to take into consideration the fact that color associations vary with the individual and especially, due to previous experiences, cultural context. Interestingly, color perception has been proven to vary depending on gender, with women preferring softer hues while men opt for bold, bright colors. In addition, Joe Hallock in his research called Color Assignment showcases that there are clear preferences in certain colors across genders. He determines that women tend to lean toward tints (colors that have white added) while men prefer shades (colors that have black added).
Colors bear a functional effect on the ability to attract attention, eye strain, readability etc. This is vital in selecting colors for different purposes such as website pages, product packaging, signing, ads and other marketing media.
Think about your preferred brand. Setting aside the purpose of their business or products they sell, what is the first thing that comes to your mind when you think about the brand? Our guess is that it will be a certain feeling kind of excitement, trust, serenity or optimism. What you may realize is that colors influence the emotions you are having when you think of that brand. Given that colors influence 90% of impulsive purchases, businesses are left with no option but to use appropriate colors based on either the message or gender to increase the likelihood of turning a prospective customer into an existing one.