Colors have a huge influence on consumer behavior and emotion. If you want consumers to spend more and increase recognition for your brand, it’s important to have a basic understanding of color psychology which you can apply for all your branding strategies.
According to research, more than 92% of the consumers state that the visual factor is on top of their minds when purchasing a product. Below is a list of colors and how each of them impacts consumer behavior and purchasing decisions.
Blue reminds one of the tranquil vastness of oceans and skies. It’s a color often used by many brands who want to evoke feelings of freedom, security, trust, and integrity for their brand. However, using the wrong shade of blue may deliver a brand message that appears cold and indifferent, so be very careful on the shade you are using. Famous brands who use the blue color are Ford, GE, Facebook, and Twitter.
Yellow triggers feelings of warmth, confidence, and happiness. A person may feel optimistic and creative when surrounded with this color, but too much of this may overwhelm the senses and cause eye-fatigue. Use this moderately when promoting your marketing strategies. McDonalds, Nikon, DHL, and Post-it have successfully established their brand well with this color.
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People generally associate green with the environment, freshness, regrowth, and health. A lighter tone of green exudes calmness while the deeper tone represents wealth and prosperity. Brands popularly known for this color are Starbucks, Animal Planet, Tropicana, and Android.
If you want to attract attention to your brand, then consider using red. It is an emotionally strong color widely known for passion, excitement, courage, love, and warmth. Red increases the heart rate which is ideal if you want to get customers excited, especially when promoting something like discounts or freebies. Some restaurants use this color to increase their customers’ appetite. Coca-Cola, Toyota, Pinterest, and CNN are great examples of successful ‘red’ brands. Even our own company, Vodien, uses red to give our brand a strong boost and draw the attention of our audience.
Combining the passion of red and brightness of yellow, orange is one of the most vibrant colors that exudes a fun, friendly, and somewhat playful appeal. Companies who have built recognition for their brands around this color are Nickelodeon, Blogger, Firefox, and Orange (telecommunications network).
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This is a color often associated with royalty, wealth, luxury, and elegance because kings and queens wore purple robes in the past. It also evokes mystery, wisdom, and imagination for those in the creative sector. However, there are times when this color may come out as superficial and eccentric so be careful when using this color for your brand message. Cadbury, Yahoo, Hallmark, and BenQ are just a few brands that have etched their purple mark effectively.
Black is a color that represents an image of authority, stability, and classic sophistication. Just like purple, black gives you a sense of exclusivity and glamour which works best for upscale brands like Yves Saint Laurent, BMW, Hotel Chocolat, and Johnny Walker.
Purity, cleanliness, simplicity, and neutrality are the traits best attributed to white. People see it as a bright color that can easily attract attention, especially when used in signage. White is a design staple because it is neutral and goes well with any color. Apple, Sony, Disney, Jaguar, and Nike are just some of the recognizable global brands that sport logos with an uncluttered, sleek white design in contrast to a darker color.
Pink brings out a brand message depending on the intensity of the tone used. A lighter tone signifies youthfulness, excitement, energy, and sweetness. This lighter tone is often depicted on brands catering to young girls while hot pinks like magenta are geared more towards mature women. Pink is generally associated with love and romance, but it also has a tranquilizing effect that tones down aggression and other negative energies. Brands that use pink are: Barbie, Victoria’s Secret, Dunkin Donuts, and Tupperware.
This simple and earthy color is generally intertwined with the soil or the environment (similar to green). It’s popular among companies that market organic products and chocolates. However, many brands shy away from this color because it is negatively associated as dirty. When choosing the right shade, this color lends itself a sense of security, warmth, and dependability. UPS, M&M’s, and Instagram are brands that are bold enough to use brown and actually succeed.