Psychology of Colors in Marketing & the Impact on Product Sales | Marketing Guide
Looking for color combinations for your brand? Wondering how you can use color psychology in marketing strategy? Should you need to use warm colors or cool colors? If these questions are on your mind, we are here to help you. We struggled a lot to choose the color scheme for our brand when we were establishing it.
For that, we did a lot of research to understand color psychology in marketing and its sale effect. Here we have touched on some important aspects we learned from our research to help you understand color theory.
What is Color Psychology?
Color psychology is the study of how different colors affect behaviors and perceptions. In branding and marketing, experts consider color psychology to understand how they impact customers' impressions of a company and whether or not they persuade clients to choose a specific brand to make a purchase.
It’s an essential field of study to consider when designing marketing materials and campaigns. Color psychology in marketing efforts also helps build a new business or rebrand your current business. In fact, a study indicates that 90 percent of snap judgments about a brand are usually based on brand colors.
Why Does the Psychology of Colors in Marketing and Branding Matter?
Colors play a significant role in marketing. The colors you incorporate in your branding, including social media posts and logos, evoke an emotional response in your target audience- whether they realize it or not.
Here are a few colors and emotions evoked by them:
Red- The color red can evoke feelings of passion, anger, excitement, action, power, danger, anxiety
Orange- The color orange can evoke feelings of friendliness, creativity, playfulness, enthusiasm, warmth
Green- The color green can evoke feelings of depth, stability, calm, trust, peacefulness
Yellow- The color yellow can evoke feelings of optimism, happiness, joy, enthusiasm, originality, warning
Purple- The color purple can evoke feelings of luxury, calm, introspection, romance, royalty
Blue- The color blue can evoke feelings of trust, peacefulness, depth, stability, calm
How to Use Colors to Improve Your Marketing and Boost Sales?
Consider Emotion to Choose Primary Color
Whether you want to decide on a palette for a new advertisement or looking for perfect branding colors, think about what emotion you want to generate in your audience.
Should they respond with curiosity, fear, or confidence? Do you want them to get happy and excited about your brand? Once you know your desired outcome, you can easily choose the right color for your brand.
Take Inspirations from Other Brands
The easiest way to get better at using color psychology is to pay attention to websites, ads, and branding and how their colors make you feel. Try to notice the patterns in your competitors' branding and look at the colors they commonly use and the type of feedback they get. Use these colors for your marketing practices to ensure better results.
Keep Color Palette Consistent Throughout the Branding
A study by Reboot on logo recognition shows that 78% of participants could only recall the brand logo's primary color. And surprisingly, only 43% of people were able to recall the full company’s name.
So, if your customers remember you with the color, it’s crucial to use the same color throughout the branding. Consistency can also lead to brand loyalty and develop a brand's identity, eventually leading to sales.
Create a Brand Color Palette
To have an impressive visual appearance and strong brand identity that affect human behavior, you need to create a color scheme for the brand that allows variety and some standards.
So, if you don’t have a color palette, it’s time to create one. Here are some common types of color palates that you can use:
Analogous- colors present next to each other on the color wheel
Monochromatic- different tones or shades of the same primary color
Complementary- opposite colors that develop high contrast
Bottom Line
Whether you are a small business like us, a massive corporation, food, clothing, or shoe store, color psychology can help you in several ways. The psychological effects of colors can impact consumers and encourage them to purchase your services and products. Most colors trigger a certain type of emotion in consumers. So when creating your brand identity, or choosing the right colors for your social media posts, be sure to research the colors that will work best to attract your target demographic and the person's mood.
If you're looking to add some color to your brand photos for your content creation, and need some help, be sure to contact us via the button below. We'll talk about how the use of bold colors can create strong emotions, help drive sales, and create brand recognition for your products.
