We can’t help it. It turns out that 60% of product acceptance or rejection can be attributed to its color alone. While it may not seem like a relevant detail, for over 80% of consumers, color is the main reason for buying a particular product. That alone should make considering the potential impact of color psychology worth your time. To make things more specific, a whopping 2/3 of shoppers will not buy a large appliance unless it comes in their preferred color. The way we perceive different colors plays a vital role in how they affect our decisions. Understanding how the colors you use in your marketing efforts impact your audience will allow you to use the psychology of color to boost your brand.
How the Psychology of Color Impacts a Brand
Knowing Your Target
Who your target market is will help you hone in on the best colors to use for your brand. Impulsive buyers respond the most to royal blue, black, and red-orange. If you are having a clearance sale, operate in an outlet mall, or run a fast food establishment these are colors to use to attract shoppers. Banks and larger department stores will want to incorporate navy-blue and teal to attract their target audience. Traditional buyers, most likely to be found in clothing stores, are most attracted to pink, rose, and sky-blue.
Gender also plays a role in color psychology. Women are drawn to soft colors and are more receptive to tints than men. Men prefer bold colors and are more likely to select shades of colors. Browns and oranges are the most disliked colors among both men and women, while blue and green are among the most liked for both genders.
Picking the Right Color
Could changing from red to green really make an impact? As a marketing experiment, HEINZ did just that, changing the color of their signature ketchup from red to green. The result was the highest sales increase in the brand’s history.
Each color, or hue, will evoke different emotions and convey different characteristics to your audience. Brighter colors often portray characteristics such as energy or excitement. White and silver colors signify perfection. Depending on your specific industry and business you will want to use different colors to best engage with your target audience. Colors that are great for healthcare aren’t likely to be the same colors that will work the best for food brands. Remember that not only do different colors portray different characteristics, but certain colors also attract different types of buyers.
Red is the most emotional color. It increases the heart rate and creates urgency, which is why it is used in clearance sales. The color red signifies life, excitement, and boldness. Red is popular for food, technology, transport, and agriculture brands.
Blue is favored by 57% of men and 35% of women. It is the single most commonly used color in today’s websites and branding. Blue signifies productivity, tranquility, and trust, which is one of the reasons banks and businesses choose it to communicate security to clients. It also happens to be a color that is best seen by everyone, making it one of the more popular colors for brands. Blue is popular for healthcare, energy, finance, airlines, agriculture, and technology.
Green is frequently used in stores to help customers relax. It is associated with growth, nature, and harmony. Green is a popular color for energy, finance, food, household, and technology businesses.
Orange is used to signify a call to action: sell, buy, or subscribe. It signifies ambition, enthusiasm, and confidence. Orange is a popular color for healthcare and technology companies. If you’re looking to use orange on your website, you might want to note that the web color orange, defined as #FFA500, is the only named color defined in CSS that is not also defined in HTML 4.01.
Black signifies authority, power, and excellence. It’s no surprise then that it is the most popular choice for marketing luxury products. Black is popular for technology, clothing, and car companies.
Both white and silver signify perfection. In advertising, these colors are associated with coolness and cleanliness. They are popular color choices for healthcare, clothing, credit cards, and charity.
Purple is most often found in anti-aging or beauty product chromatics. This color signifies wealth, power, and royalty. Purple is a popular color for healthcare, technology, and finance.
Yellow is frequently used by brands to evoke cheerful feelings. It is also often associated with food. Yellow signifies joy, intellect, and energy. It is a popular color for household, energy, and food companies.
The Right Color For You
Colors impact everyone. Even the absence of color makes a difference. Ads in color are read about 42% more often than those in basic black and white. Picking the right colors for your brand can make a major difference and improve your marketing efforts. Whether your industry is healthcare, clothing, or technology, it’s important to make sure that your colors work with every element in your marketing plan. At Safeguard, we’re here to help you market your business. We have the expertise and resources to help you create marketing materials that create a big impact. Get started right away by taking advantage of our full-color printing offer! Stand apart in a competitive marketplace with help from Safeguard.