Color psychology in marketing and branding

The psychology of color is an interesting topic which carefully examines the reactions and emotions of people when exposed to particular colors. Everyone reacts differently to seeing certain colors and depending on where you live, they can be interpreted differently. Colors can evoke different moods and feelings. Do you know that ninety percent of customers form an opinion of a brand depending on the colors? This is often occurs at a subconscious level, and plays a critical role in reaching out to your target audience and in building a strong brand. Impulse buyers tend to be attracted to the colors black, red, royal blue (ex. clearance sales). Those who are on a budget or have planned their purchases are typically interested in blue-green, pink and navy blue products. Each color has its own meaning and can differ from culture to culture.

  • Black: This color is related to elegance and formality, but it can also have a negative connotation,  symbolizing fear, sadness,  the unknown.

 

  • Green: This color is typically related to growth, relaxation, safety and often linked to ecological importance and healthy products.

 

  • Blue: This color is associated with peace, tranquility, intelligence, and authority, and is often helps in meditation and relaxation.

 

  • Orange: This particular color is commonly represents joy, happiness, creativity, and success. It is associated with the Sun and is used for stimulation of the mind.

 

  • Yellow: This color is related to joy, happiness, youthfulness, and intellect. It can help one begin a new idea and helps to stimulate mental activity.

 

  • Purple: This particular color symbolizes power, wealth, luxury and, ambition. It is also commonly linked to wisdom, creativity, and dignity.

 

  • White: Most often associated with light, purity, heaven, and cleanliness. It is considered to be the color of perfection and security.

 

  • Red: Red symbolizes energy, passion, and power and has a tendency to attract more attention than any other color. Often is an indication of danger.

Colors can have the complete opposite reaction of what we intend for them to have, based on either culture or association, so they need to be chosen carefully. The colors’ effect depends on the tone level and how often they are used. If you are brave enough to use color on the other side of the spectrum, your business will feel more unique and stand out from the competition. The key to success is exploring the market, the competition and the designer having a good understanding of the company to create a visually appealing brand.