The impact of color on marketing is unquestionable. From influencing spontaneous responses to product packaging to creating a mood for the customer, colors have proven to be a deciding factor for a consumer's patronage. The color you pick for your logo can evoke various responses from your client and set building blocks for the right environment to create brand awareness.
Colors incite emotions. Choosing the right color for your brand might just be what you need to distinguish yourself from that annoying bunch of competitors, or establish yourself in their midst. By choosing the right one for your marketing strategy, you communicate your desires to the customers. You can make them see what you want them to see. The use of colors help build the customer's perception of the brand.
SO...WHERE DO HUMANS COME IN?
Reaction to colors might vary individually, due to diverse past experiences with these colors. This introduces the negative message a color can pass: a shade of blue can signify intelligence and calmness to you, while the same shade can embody dullness to me. Despite the differences, human perception of colors have proven to be important even in healthcare. In ancient times, Egyptian doctors would bathe their patients in floods of light to stabilize and heal them. This culture has found its way into today's practice of medicine. Hospital details include relaxing color themes for patients—from the colors of surgery theaters to the nurses' scrubs.
Psychologists have classified colors into warm and cool colors. Warm colors are red, yellow orange, while the latter refers to blue, violet and green. White, black and grey are the neutral colors. Let's look at some colors. Starting with Primary Colors:
RED
This is quite the memorable one. It is associated with importance, urgency, excitement, action and danger. Red demands attention. From stop signs to that gift bag that made you stare the other day, to caution signs. When we read a list of instructions online, we subconsciously expect a red button or icon as a warning sign. In color psychology, red is the fiercest. If it is not the primary color representing your brand, then it should be used sparingly, like a call-to-action button/icon on your website.
Look at YouTube's use of red. The "play" button which is designed as red urges you to click and see what lies behind the icon. Coca Cola uses red often to triggers appetite. By strategically placing it all over their website, the visitor is bound to stay. Red can be negative sometimes, and this is usually the culmination of the two factors: personal experience and share of the color, or the color of the text inscribed on it.
BLUE
The color of the sea, hue of the sky outside your window. Your customer might perceive stability, gentility, and trust among other emotions about your brand after spending sometime with it. Blue is the most preferred of all marketing colors by consumers. You can choose blue as the color of your website, or your logo, or include in your color palette. Brands like Facebook, Twitter and Skype use blue to communicate trustworthiness and homeliness, which is needed because people share personal information on social media platforms.
The color blue is welcoming. It is for this reason most hospital scrubs are blue, which is relevant to the ambience required to make patients feel relaxed.
YELLOW
Yellow probably reminds you of good things like bananas, the afternoon sun and everyone's favorite: the smiley. It represents happiness, smiles, laughter, cheer. However, it could represent deceit and caution given the shade or color of text when yellow is the background. Popular brands like Ferrari use yellow for their logo. Given the kinds of cars they produce, Ferrari makes you reminiscent of good times (that you probably never lived). Ferrari cars are associated with feelings of happiness, fulfillment, the sun and carefree approach to life.
Lots of brands include yellow in their website designs. You can do this too, say, for your search bar if it fits into the overall design. Go a little yellow today!
OTHER COLORS
Secondary, tertiary and neutral colors are also as useful to marketers in image building: Freshness, fertility, growth, are qualities attributed to the homely color green. This is the go-to color for eco-friendly companies and organizations.
There is often a relationship between orange and adventure, creativity and zeal. This is due to warmth and brightness. Orange is still functional in drawing the customer's eyes to it. A good example of orange being used to express enthusiasm is Nickelodeon.
Violet is a color that symbolizes nobility. It is also associated with power, wisdom and glamour. In choosing a powerful color as violet, let every step of your branding be intentional so as to match the palatial image you want customers to see.
Brown is the color of the earth and is perceived as simple, down to earth nature, firm. In marketing, brown is mostly used for natural or raw products. It is also a great choice if your plan is to combine colors.
Pink is generally considered to be a feminine color. The primary objective behind its use is serving the female market. Using pink for the border of your webpage will help retain the interest of your female audience.
Neutral colors White, Black, and Grey. White signifies innocence, a quiet regal. Black symbolizes power, stoicism, confidence while Grey poses as mysterious and balanced.
TAKE HOME
Ever been to a restaurant terrible not for its food, NO, but because of the interior/exterior designs? Yes? This indicates that in marketing, colors exist for more than aesthetic intentions. From defining what your brand stands for to attracting a market to your product and services, every detail advertised matters. Do well to understand what goals inspire you to go with a design before going on with it. That might be be a tad difficult, won't it?
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