There’s no escaping the influence of color. It’s everywhere and touches us on a fundamental and emotional level. You’ve probably noticed that while you’re drawn to certain colors, others hold much less appeal, or maybe even repel you.
You’re not alone. People tend to react to colors in a predictable way, and thanks to psychological studies, we can leverage that information to create more compelling brands and even increase customer spending by using colors that reflect our company identity, target customer, and industry.
As a reminder, here are some of the qualities that colors may communicate about a brand:
Perception of Colors
- Red: Stimulating, attention grabbing, powerful
- Orange: Affordable, comforting, fun
- Yellow: Energetic, attention-grabbing
- Green: Creative, natural, youthful
- Blue: Trustworthy, dependable, secure
- Purple: Luxurious, high-quality
- Pink: Calming, soothing, nurturing
- Black: High-end, luxurious, serious
- White: Pure, clean, modern
- Brown: Dependable, reliable, safe
Putting Color to Work for You
Since color can be interpreted in an instant, it’s much faster than reading text and a powerful tool for businesses looking to influence consumer spending. The trick is to know how to apply the psychology of color in a way that will positively impact your brand.
Ideally, all of your marketing tools will be consistent in their look and feel – after all, brand consistency is a hallmark of success. But there are some key elements to color psychology that apply more to one aspect of your marketing than others.
Color and Your Logo
Logo colors should reflect your company’s core values – whether that’s trustworthiness, dependability, or creativity; focus on using colors that are universally associated with the way you want your customers to perceive you.
Color and Your Website
There are two masters to serve with your website; general appeal, which you achieve by selecting colors that look good together, and positive psychological influence on visitors to your site. Ideally your website will complement and build on the color messaging of your logo (and brand).
Color and Your Advertising
Advertising is your place to get creative. With targeted messages, you can explore using various colors to achieve specific responses and refine them depending on the message itself and the placement of your ad.
Contact Cravitey to learn how you can put color psychology to work in your branding and experience the difference it makes first hand.