Color psychology is one of the most important aspects of marketing for businesses that are just starting. Today modern shoppers consider color more than any other factor when looking to purchase a new product. This is due to the fact that color can have a very strong effect on the human brain, from drawing attention to even triggering certain emotions. Overall, 62%-90% of purchasing decisions come down to color meaning business owners looking to better their marketing strategy should be focusing more on how their customers will respond to their color palette.
The Color Psychology of Marketing
Color psychology can be used for many ways when marketing. You can use color psychology to increase appetite, enhance mood, boost attention spans, and even calm down customers. This is why it is important to first understand who your customer base is and what you are trying to sell to them. If you are starting a new business in food service, stick to the color yellow which is a cheerful and bright color, and also increases the appetite of customers.
Cool tones like greens and blues create a sense of peace, and these colors can be used to relax customers and quell instances of buyer’s remorse. The color blue also creates feelings of trust in customers, and this may be a contributing factor as to why so many companies that use blue in their branding have been around for so long. Green is often used to promote a mental equilibrium which can help customers be more decisive in their purchases.
Favorite Colors of Men and Women
Black is one of the top three favorite colors of men, perhaps because black conveys strength, confidence, and power. Designer products such as Prada often use black due to the sophistication and mystery the color conveys. Men typically feel more drawn to this color. Higher end products with black as the main color in their brand experience higher overall sales.
On the other hand, purple is one of the top three favorite colors of women. Purple denotes luxury and royalty, and can be perfect for symbolic associations for products marketed towards women. This is why purple is often used in the branding of anti-aging products or cosmetics, as women will be more drawn to them. Purple also encourages creativity and problem-solving.
Strike the Perfect Color Balance
Finding the perfect balance between product, audience, and color will lead to a much more successful marketing strategy overall. Startups can learn from well established brands that have been using color psychology in their marketing for years. For example, large chains like McDonalds and Target utilize red in their brand to draw attention and impose a sense of urgency on customers that can lead to more impulse purchases.
Orange is a rare color that customers will be drawn to, and also provides the same urgent feeling as red with the cheerful palette of yellow. Understanding how these different colors affect the brains of customers can be very beneficial when trying out brand new marketing strategies.
Color psychology can be a very useful tool when looking to market a new product or rebrand your current business. Learn more about how to utilize the psychology of color in marketing in your next business venture in the infographic below: