Color psychology is about how colors affect peoples’ perceptions and behaviors. In marketing and branding, color psychology is focused on how colors impact consumers’ impressions of a brand. How colors can persuade consumers to consider specific brands or make a purchase.
Researchers found that up to 90% of decisions made about products can be based on color alone.
The truth is that color is dependent on personal experiences. Stats show that personal preferences, experiences, cultural differences, and context can change the effect that colors have on people.
- How to Choose Colors for Your Brand
There are no clear guidelines for choosing colors for your brand. It’s the feeling, mood, and image that your brand or product creates that matters. Colors are a part of your brand, not all your brand.
But the psychology of color can help you to choose the right colors.
- Ask Your Customers
When choosing colors for your brand, ask yourself, or ask your customers. They can help you to understand their point of view.
- Color Support The Personality of Your Brand
Colors can influence how customers view the “personality” of your brand. Many studies on colors and branding will tell you that it’s more important for colors to support the personality of your brand.
- Color Can Attract Your Target Audience
Stats about color perception and color preferences shows that men generally prefer bold colors while women prefer softer colors. Also, men will select shades of colors as their favorites (colors with black added), and women are more receptive to tints of colors (colors with white added).
- Color Can Help Your Brand Stand Out
Also, many studies show that our brains prefer recognizable brands. So color is an important element when creating a brand identity.
Choosing the right color can help your brand stand out.
Research shows that people can recognize an item faster when it sticks out from its surroundings.
- Facts and Stats About the Power of Colors
Colors can influence up to 90% of an initial impression.
People perceive colors differently depending on their gender and culture.
Blue is the favorite color of 35% of women and 57% of men.
Color influences 85% of shoppers’ purchase decisions.
Colors increase brand awareness by 80%.
Colors affect people’s behavior, mood, and stress levels.
93% of shoppers focus on visual appearance when they decide to buy.
- Colors Affect People’s Behavior and Stress Levels.
There are three primary colors – red, blue, and yellow. All other colors are combinations of these.
The psychological effect of the red color is associated with passion and aggression. Also, red evokes a sense of urgency.
Red color increases people’s heart rate and blood pressure. That’s why it’s also associated with movement and excitement.
Blue is one of the most powerful colors when it comes to promoting reliability and tranquility. People associate blue with the sky and water. It creates a sense of peace and security.
Many companies choose a blue color to promote trust in their products.
Yellow color. People associate yellow with the sun, and it evokes positive emotions. It’s the most eye-catching color. That’s why it also symbolizes warning and creates anxiety.
Black color has 2 options. In many cultures, black symbolizes evil, darkness, and death. According to psychology, black represents power, tradition, elegance, and sophistication.
Companies often use black for high-end products.
You can use the best colors for your marketing campaigns and branding. The three primary colors are a great choice. But if they don’t match your company philosophy, there are more colors to choose from.
- Popular Colors
Blue is the most popular color regardless of age or gender.
Green and purple share second place with 14% each.
Red (8%) and black (7%) are the next.
Women’s top three favorite colors are blue (35%), purple (23%), and green (14%.)
Men prefer blue (57%), green (14%), and black (9%.)
Light brown, gray, black, white, and blue are gender-neutral colors.
You can use the above stats to apply the right psychology of color in advertising (depending on your target audience).
If you ask “Why is color important in advertising?” The answer is simple. To strengthen the messages your brand conveys on a subconscious level.
- Colors and Marketing
93% of shoppers focus on products’ appearance when they consider a purchase.
84% of people say that color is the main reason for buying a product.
Color psychology stats show 26% of people associate the orange color with cheap products.
22% of people correlate yellow with affordability.
13% of consumers say that brown is the color that best fits cheap products.
42% of customers associate black items with high-quality products. The blue color is second with 19%.