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Color Psychology and Brands: Stats and Facts [Infographic]

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.

  1. 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.

  1. 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.

  1. 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.

  1. 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).

  1. 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.

  1. 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.

  1. 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.

  1. 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.

  1. 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%.

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Psychology and Marketing: Secrets to Success [Infographic]

It’s a pretty effective tip to use psychology as a marketing tactic. If you learn what is most engaging to buyers, you can use that knowledge to attract more customers. Here are some secrets you need to know about how to use psychology to improve your marketing strategies.

  1. Personalization

When your customers shop online, you need to provide additional information to personalize the customer experience.

Organize your products by price and relevance. Tell your customers which products are most popular so feel more confident in their selections.

  1. Offer additional products or services

When a customer proceeds to checkout, they are often more open to additional purchases. Show them related products and deals that might interest them.

If they already made the purchase you can still follow up with suggestions.

Many companies use this method on thank you pages or in confirmation messages to offer additional value-added products and services.

  1. Reciprocity

Reciprocity psychology means that if you need to get something, you must give something first. In business, this means that if you want your business to get a sale, you must first give something of value to the customer.

By offering your new customers an added value, you will build a relationship with them. Using reciprocity psychology in marketing can be pretty beneficial and effective for your business.

  1. Scarcity and Urgency

A popular persuasion secret is to invoke a sense of urgency and scarcity, which means presenting something as only being available for a limited time or that there are only a few of the items left.

For instance, black Friday sales advertise many items by announcing a limited amount, which induces a sense of urgency to purchase by the consumers. Through scarcity marketing, consumers naturally fear that they will miss out on the offer.

As you know customers standing in line for several hours in the early morning, simply to guarantee they will get the item before anyone else takes it from them.

Using psychology in marketing is a great way to understand and predict what your consumers may think about and how they will purchase your goods and services. Many businesses are using psychology in their marketing strategies to increase their sales and revenue.

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The Psychology of Christmas Shopping: How Marketers and Businesses Take Your Money

The Psychology of Christmas Shopping: How Marketers and Businesses Take Your Money

Many businesses see marketing as a form of manipulation, particularly around Christmas and the other retail bonanzas: Easter, Valentine’s Day, Mothers’ Day and Fathers’ Day. The masters of marketing know that it’s much easier to understand and work with innate human flaws.

By drawing on a plethora of psychological and sociological research, marketers subtly force us to buy and not to think too much, or too deeply, about why we’re buying. Not thinking all the time is a very efficient way for us to get by.

It conserves energy and allows us to live relatively easily by responding to our psychological predispositions, social norms, and general cognitive imperfections.

The Scarcity Effect

Scarcity theory tells us that if we think something is scarce or only available for a short time, our mind will give it more weight. Christmas is a hard deadline, so we are limited in our freedom to delay the purchase decision.

Scarcity influences our ability to think clearly when making decisions, and accelerates our perceived perishability of an offer. We feel that if we don’t participate in the Christmas ritual, we will miss out on a significant social experience.

Many shops and online businesses are offering Christmas-only bundles or gift sets, often at a “discount” (which “doubles” the scarcity effect). All of these tap into our willingness to respond to the scarcity effect and feel the need to buy things we would normally ignore.

Remember Christmas won’t be your only opportunity to show others how much you love them or to spend time with your family. It seems obvious, but you can buy people gifts at any time of the year!

All marketers are tapping into your predisposition to value experiential scarcity during socially validated moments to encourage you to behave in particular ways.

Design and Emotions

By surrounding us with stimuli designed to overwhelm our cognitive processing, we are less likely to think through our decisions in any complete way. When we walk into a shopping mall filled with Christmas tinsel, Christmas music, lights, and sounds, we are going to experience some form of ego depletion.

Ego depletion doesn’t mean you instantly become a humble, thoughtful person. In psychology, we use this term to describe how people don’t always think through their decision-making rationally and linearly when placed under situations of stress.

Marketers trigger your emotions!

So, all that noise, color, and movement isn’t just the shopping center or strip getting into the festive season. It’s also a technique to get you to think a little less completely, and respond to emotional cues, such as social norms, FOMO (fear of missing out), and rituals.

Affective Forecasting – No Plan

Psychological research tells us humans aren’t very good at predicting the future. Or perhaps we just have an over-inflated sense of our accuracy in predicting the future – we rely on how we feel right now to predict how we might feel about something later. Psychologists call this affective forecasting.

So, at the moment, and just at that moment, we buy things we think we will need. But we discount all the other things that we have bought and also discount how having all that stuff didn’t necessarily make things great last time.

If we think about Christmas lunch or dinner, few of us can plan how much food we will need and we aren’t very good at knowing how much we will end up eating (or need to eat). We pile our plate high, because we don’t know how much we need, but do know how much we want.

It’s the same with gifts. We often don’t plan, and so we are more susceptible to the gentle nudges of the marketers when we are stressed, in a hurry, and trying to do ten things at once.

We Don’t Resist

Despite our belief that we are all individuals, making independent decisions and choosing what we want and when we want it, humans are social, conforming and compliant creatures. If we see “our people” are doing something, we tend to assume this is something we should also do.

If we’re looking around and our environment is signaling this is what we do at Christmas time, then it’s easier to comply than to resist.

Resisting any natural response requires a commitment to the idea of resistance, a willingness to practice that resistance at all times and, importantly, surrounding ourselves with people who will help us to resist, or at least won’t sabotage that resistance.

Focus on the idea of Christmas – time with family and friends, treating ourselves to novel food, eating all the great fruit that’s available this time of year – rather than succumbing to the commercial nudges that seem to have become imperative to Christmas.

Give gifts if you wish, but think about what is moving you toward buying those gifts. With this knowledge, you might make a few better choices.

Think twice before buying and don’t believe these amazing, flashy, online ads. It’s a Christmas celebration for Jesus, not marketers and shops!

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