Psychology has such a fundamental role to play in marketing that we oftentimes forget how powerful an influence it is. Identifying different purchasing triggers is key to hitting sales numbers and driving growth.
Color has a massive impact on how people view your brand. It’s something that every entrepreneur should think of when designing their logo, website, mobile app, call-to-action button, email messages, and marketing materials. The right mix of colors can lead to conversion. Meanwhile, the wrong color scheme can turn a customer off from your products and/or services potentially permanently.
For example, analyzing the responses of a study meant to determine the favourite colors of men and women, the winning color on both genders was blue. The least favourite colors selected by men and women within this same study proved to be brown and orange.
This color psychology guide for marketing is a quick rundown of what colors represent and how they can be used.
Blue is a color that is attached to aspects of safety and security, trustworthiness, and reliability. Light blue shares are commonly selected for sites that are seeking to communicate social inclusion and calmness.
Meanwhile, darker hues are typical for corporations and businesses. Remember this when building your logo, website, and content marketing plan. IBM, Google, GE, Intel, and Samsung – five of the top ten most valuable brands in the world – all use blue in their logos.
Green is associated with nature and the environment, life and wealth, and freshness. Depending on your brand, green may be the appropriate color to choose.
That said, in different areas of the world, green has meanings as diverse as ‘Islam’ to Indians, ‘life’ to the Japanese’, and ‘death’ to South America.
Pink is representative of feminine influence, sexuality, and love. Pink tones are not oftentimes associated with men and thusly, any male-dominated audience should not be served pink.
Red creates a sense of urgency. It’s used to apply sales tags on discount items, to impulse shoppers, and to fuel appetite. Think of the ways in which McDonald’s has successfully blended red into their marketing over the years.
Yellow is culturally representative of happiness and warmth. That said, use it rarely on any website. It can be tough for people to read, which means use it here and there. Bright yellow is oftentimes associated with children and youth.
Because companies use this color so sparingly, you may not be able to think of any specific examples of orange in marketing. That said, orange used sparingly can provide a positive impact. Representative of comfortability, energy, and sometimes associated with affordability, its most prominent use is with the Home Depot brand name.
According to several studies ranking color for women, purple regularly ranks high. Purple may stand for royalty, dignity, creativity, and/or sexuality. With marketing, purple is regularly sued to stimulate a feeling of mystery or ceremony.
Though white may not be a huge consideration logo-wise, it’s a color regularly used in luxury brands internationally, in healthcare, and by some of the world’s biggest brands including Apple.
Black is similar to white in representing much of the same sophistication and luxury. At the same time, black is the authority color. Brands that use black regularly are generally seen to be more expensive and more serious in subject matter/tone.
This is How to Decide what’s Right on your Website
Try out different color choices. Change the background of your site and see what resonates with you. Do your homework and experiment until you have a small collection of colors that work for you!