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It's no surprise that color impacts a consumers purchase. In fact, Digital synopsis concluded that 93 percent of shoppers purchase a product based on it’s visual appearance. From the packaging on your favorite brand, to the luxurious styles of your living room - you made a choice based on how these colors look and make you feel. But, what is more important is understanding why you actually chose such colors.
To start...Color is not owned by artists! All marketing professionals should understand the psychology of color because no matter what - color will always be used. Properly utilizing colors in different marketing and advertising materials is very important. The importance is not only for the brand identity of businesses, but to the consumer they are appealing to. Here are 8 colors we looked into and how understanding them can increase your sales in 2021.
Red
Red is the most powerful color to be used in color marketing. Since it is very dynamic; it has the ability to show affection, love, fear and survival. Because of red’s powerful nature, it comes off as an energizing color; making it portray strong feelings. If your business is looking to have a strong presence over your consumers, red will be the go-to color for your brand. Moreover, many businesses will use red when they want to create a sense of urgency. Such as a flash sale, or a percentage off an item/service.
Keep in mind though, because of this color’s overwhelming power, it can represent demand and aggression. Therefore, the context of red's use should be examined thoroughly.
Blue
Blue is one of the most used colors in the world; even outside the realm of marketing and business. This is because blue is well known for the trust and dependability it showcases. To add, blue is a mentally soothing color for consumers because of it’s reliable and responsible traits.
Blue sparks a mental reaction., allowing consumers to be calm, decompress and function in a more ideal mental state. But, with all this good, there are some downsides. Blue is the hardest color to see on the color spectrum, because it requires the most light to be seen and takes the longest to identify. This can lead to this color sometimes being distant or cold if used in large amounts.
In short, blue is a favored color by masses because of its stabilizing mental states. In marketing, blue imulates trust, and strong relationship building.
Green
The color green represents harmony, balance and health. Green holds the ability to create a balance between emotional and logical thinking processes, making it easier to decipher between right and wrong. Since green is the most common color of nature, it represents peace, life and rest. The feeling of growth is also described when looking at this specific color. Such growth can be showcased through objects or even wealth. Green holds little to no negatives, such as materialism and greed; but it is overall a positive color for representation.
Yellow
Yellow stands strong as the foundation of all things cheerful and optimistic. Almost always, yellow will be the color to represent overall happiness. Going off of the color spectrum, yellow possesses a long wavelength. This makes it one of the most powerful colors to use in marketing, especially when attempting to target the psyche of consumers. Because of the long wavelength, yellow is the easiest color to see. It's even the first color infants are able to respond to!
The downside to too much yellow is it can lead to consumers feeling fear, anxiety and even inflict self esteem issues. Being able to find the proper dose of yellow will lead to your brand making consumers feel confident, lifted and feeling inspired.
Orange
Orange is different, but impressive because of its psychological effects. Since Orange is a combination of red and yellow; it possesses red’s power and yellow’s fun energy. This combination provides excellent representation of comfort in shelter, food and warmth. Orange is also a motivational color, leading to positive attitudes and enthusiasm in consumers. Making orange an overall great color for providing comfort to consumers in all situations.
Purple
Purple is best associated with brands that are known for royalty, imagination and spirituality. Like yellow, purple balances red and blue. This balance is between the spiritual and physical feeling consumers get when seeing purple. The many wonders of purple is that it represents a glimpse of mystery, while also providing consumers with a soothing aura - which is why spirituality is often associated with this color. Do keep in mind that the overuse of purple can invoke distraction from what you are actually selling to your consumers.
Black
Black is known to be portrayed as controlling, sophisticated and serious in terms of colors. On the color spectrum, black lacks all forms of light, making it a very reserved color to select in marketing. Black tends to stay separated from other colors. This separation is good when brands are going for high contrast and legibility. Being cautious when using black is a must due to how powerful it is. Overusing black can lead to your brand and marketing look negative.
White
The color white represents peace, cleanliness and new beginnings. The blank slate color also gives way to refreshment and the creation of new ideas. White can take on multiple different meanings, but the strongest meaning white represents is equality. If your brand represents simplicity, creativity and or cleanliness - then white is the color for you. Be warned, too much white can evoke the feeling of isolation and emptiness in your consumers.
Understanding and properly interpreting color should be in your marketing and sales tool belt because of it’s impact on consumers' behaviors and their thought process. From where consumers look, to what they do and how they interpret things- it is all relative to color. Color helps us decide what is and isn't important, which is why as a marketing professional, understanding what colors mean to consumers is very important.
Want to know which product works best with certain colors? Contact us here or call us directly at +1(609) 645-1940
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