color-psychology
    Marketing Resources

    Understanding the Basics of Color Psychology

    Dylan KissaneBy 114 Comments3 Mins Read

    color-psychology

    There are many factors that go into creating your brand’s personality, from the mediums you market through to the target groups you advertise to. However, one of the most influential attributes of your brand is color. In fact, it’s such a huge influence that 90 percent of all product decisions and judgments are made solely based on the colors used by a brand, according to a study done by the University of Winnipeg.

    It’s also no secret that certain colors evoke different emotional responses, from creating urgency in the minds of consumers to providing a sense of trust. Understanding how colors influence human behavior and affect consumers’ decision-making processes is known as color psychology, and it’s something all marketers should be aware of. Below is a quick guide to help you decide the best colors to represent your brand.

    If you want customers to make a quick purchase, choose red

    According to Fast Company magazine, red is a stimulating color. It increases heart rate, provokes appetite and leads to impulse purchases, which explains why it’s so commonly used to denote items on clearance.

    If you want to imply creativity, choose orange

    Also a stimulating color, orange represents forward thinking and innovation, according to Creativebloq.com. It’s also commonly used as a call to action, because of its bright, attention grabbing hue.

    If you want customers to trust your brand, choose blue

    Blue is a less stimulating color, usually related to serenity and peace of mind. It also conveys a company’s loyalty to consumers, reported Fast Company. In addition, blue reflects the professionalism and integrity of a brand.

    If you want to connect with nature, choose green

    Similar to blue, green creates a sense of calmness and relaxes consumers. Creativebloq.com reported that it has a strong correlation with the environment, and is used by brands to convey freshness. Green also represents wealth and financial growth.

    If you want to catch a customer’s eye, choose yellow

    Yellow reflects positivity, optimism, and general cheerfulness. However, it can also symbolize caution and danger, according to the source. Generally though, yellow is best used to grab the attention of consumers and stimulate their minds.

    If you want to reflect luxury, choose purple

    Purple is regularly associated with royalty, and is often used by brands to convey a high-end status. According to Bournecreative.com, purple also symbolizes wisdom, pride and independence. A lighter shade of this hue is often used by cosmetics brands because it reflects femininity and elegance.

    If you want to convey simplicity, choose white

    The purest of all colors, white reflects cleanliness, innocence and naivety. However, it’s difficult for white to stand out on its own. Creativebloq.com recommended combining a white logo, company name or text with a brighter color to help it really stand out.

    By understanding the different messages your company’s colors are sending and the emotional responses they’re triggering, you can ensure that your brand is being perceived correctly by consumers.

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