The Psychology Of Colors In Marketing

Hello, Summerville! Summer is officially here, and it’s a hot one! We hope you are enjoying the weather and taking advantage of all that the beautiful Lowcountry has to offer. We’re happy to have you here on the Creative Consulting blog where you’ll find the most relevant information about marketing your small business in the digital sphere. From building an outstanding webpage to graphic design to managing your social media to optimizing SEO to building a cohesive brand identity— Creative Consulting covers everything you could possibly need to know to take your business to the next level. We are accepting new clients at this time, so reach out to learn more about our services and meet our team!

Our last post was dedicated to busting common marketing myths. Marketing is fast-paced and constantly changing, so it can be difficult to recognize what’s working and what’s not. Because of this, many myths about marketing and marketing strategies have accumulated throughout the years. We took a look at 7 of the most common marketing myths and explained why they’re false. If you’re interested in learning more, check out our last post!

Today, we’ll be discussing the psychology of colors in marketing. Choosing a color palette for your business’s logo can be difficult, and it may be tempting to simply choose a color or two that you personally like. However, research suggests that you may want to dig a bit deeper when it comes to choosing your branding colors. Color psychology refers to an area of research that looks at how color influences behavior and decision-making. It has been found that color can impact human behavior– It can evoke emotions and inspire reactions. How do you want a customer to feel when they see your brand? The answer to getting them to feel that way may lie in the colors you choose. If you’re interested in learning more about the psychology behind colors in marketing, you’re in the right place! Let’s get started.

It has been found that using a signature color can increase brand recognition by up to 80%. Additionally, 85% of surveyed consumers state that color is the primary influencer of purchase decisions. Colors can truly make or break a first impression– Or at least heavily influence a first impression. Different colors can have different psychological effects on customers. The colors you choose to use in your branding may depend on the type of business you’re running, and the type of reaction you want to get from your customers. Do you want them to feel bold and empowered, or relaxed and at peace? Do you want them to view your brand as something that can get them to be active and motivated, or something that can provide a sense of trustworthiness? Generally, there are three categories of colors: Warm, cool, and neutral. Let’s take a look at different colors and the effects they can have on consumers. 

Red

Among all of the colors, red attracts the most attention. Known as a “warm” color, it is associated with strong emotions as well as passion, energy, and excitement. Red is often used to make something stand out. When used in logos and branding, red often has a connection to food— Think Coca-Cola, KFC, and Pizza Hut. However, red can be used for more than just food, of course, such as Netflix and Marvel comics. These brands feel bold and energetic. With that being said, if you are trying to invoke calm or peaceful emotions from your customers, you’ll want to avoid using bright red. There are many different shades of red, so keep in mind that a deeper, darker burgundy can invoke different emotions than a bright red reminiscent of strawberries. 

Blue

Blue is a “cool” color, and it is generally known for trust and dependability. It’s a soothing color that evokes emotions of professionalism, trust, and communication. This may be a reason why so many social media platforms use blue in their logos, like Facebook, Twitter, and LinkedIn. It is also a popular color associated with businesses, such as IBM, HP, and American Express. Again, keep in mind that different shades of blue can have different effects on people. For example, a dark navy blue feels different than baby blue. 

Yellow

Yellow is typically a bright and “warm” color. We often associate yellow with caution and safety signs, so this color generally alerts people. Since it is the brightest color on the spectrum, it is used to grab a person’s attention. Think about yellow cabs– They are easy to spot in a large city because they stand out. Science has proven that the color yellow enhances mental activity and heightens awareness and energy levels! In cartoons, when a character comes up with a brilliant idea, a yellow light bulb will often appear over their head. This is because yellow is associated with insightfulness, and is often used in images promoting fresh, new ideas or new business initiatives. Yellow is also a fun and energetic color– Sometimes used to signify youthfulness.

Orange

Another “warm” color, orange, may just be our favorite on the list. (Okay, maybe we’re biased!) Orange combines the energy and sense of urgency we get from the color red with the joy and insightfulness found in yellow. Like yellow, orange is often associated with energy. It is strong and attention grabbing, and can bring a sense of positivity and rejuvenation. Orange is also considered a “social” color– It signifies communication and self-confidence. This color is also associated with creativity, determination, and success. Reminds us of a certain marketing firm…

Green

Green is a “cool” color and is often associated with nature, growth, health, and tranquility. It is often used in stores to promote a feeling of relaxation for customers. It encourages balance leading to decisiveness and stimulating harmony in the brain. Green is also associated with friendliness. One major brand that uses the color green is Starbucks. This may encourage customers to come into the cafe, grab a coffee, and relax. Other brands utilize this color in a different way. For example, Whole Foods uses a green logo to symbolize that they sell natural,. fresh, and healthy products. 

Purple

Another “cool” color, purple represents success, royalty, wealth, and wisdom. It is often used in marketing for its soothing and calming effects. A mixture of red and blue, purple combines the elements of power and strength from its red tones with a sense of relaxation from its blue tones. Purple is most often used in creative industries because it represents the imagination, magic, mystery, and independence. Think about the Hallmark logo, for example. It is purple and completed with a crown on top, symbolizing royalty. 

Black

When it comes to choosing colors for a logo, you may feel like black is boring. However, black often resembles luxury or power. It registers in peoples’ minds as serious and confident. This neutral color is heavily used in retail, and in the high-end fashion industry– Think brands like Chanel or Ralph Lauren. It is simplistic, yet invokes a sense of authority and sophistication. The use of black in addition to a bright color can help bring a sense of energy, and create contrast.

White

White is associated with purity and cleanliness. Like black, it is a simplistic, neutral color. However, it offers a modern look and feel. White space can also present the idea of a “clean slate”, leaving room for imagination and sparking creativity– It can represent a promise of things to come. It can be great for a minimalistic brand or approach, but can come off as lacking personality if poorly executed. The overuse of white can come off as cold or uncomfortable. Some brands that make great use of white in their logos are Apple, Adidas, and Tesla. 

These are just some of the basic colors out there that you may consider when adopting a logo or branding color palette. Keep in mind that every color has various shades and tints, and these colors can be adjusted based on the way you want your business to appear to people. Generally, you should stick to no more than two colors when it comes to branding– This tends to be easier for people to remember. We hope you found this article informative and that you’ve gained some insight into how colors play an important role in the way potential customers view your business. If you need help coming up with the perfect logo or branding color palette, contact us today! For more marketing and branding expertise, the Creative Consulting blog has you covered. Tune back in for our future articles! You won’t want to miss it! Feel free to give us a call and set up a consultation. We are dedicated to helping you determine which marketing strategies will work best for your business or brand. Until next time, thank you for reading.