color psychology for advertisers and marketeers
Post on 16-Apr-2017
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Color psychology for advertisers and marketeers
Color psychology theory is very much related to persuasion , but most of today’s conventions on colors consist of hunches and anecdotal evidence.
Misconceptions:
Personal preferences, experiences, cultural differences or contexts diminish the effects individual colors have on people.
The theory that colors invoke specific emotions is as accurate as reading Tarot cards.
First, let’s start with some interesting facts about colors:
RED
Motivates us to take action
Means: passion, courage,
energizing, pioneering
spirit, leadership
Opposite: angry, nervous
Fun facts: • Red means “beautiful” in Russian. • Chinese brides often wear red
wedding gowns for good luck. • It is King’s color – represents the
highest ranks and positions of officials.
Orange
Is the color of social communication and
optimism. It relates to instinct reactions. It represents strong emotions, radiates warmth and energy
Opposite meaning: pessimism and superficiality
Fun facts: • During the Elizabethan era in
English history, only nobility were allowed to wear orange clothing.
• Frank Sinatra once said: “Orange is the happiest color.”
Yellow
Is the color of the mind, intellect,
acquired knowledge.
Represents: optimism, cheerful,
fun, uplifting
Opposite: impatience, criticism,
cowardice
Fun facts: • In Japan yellow means courage • In Egypt it is used for mourning • Why were post-its originally
yellow?
Green
It means balance, growth,
harmony, nature, youth.
It is an emotional positive color which relates to counselor,
the good listener, the worker.
Opposite: possessive and
materialistic.
Fun facts: • Green is often used as a symbol of
sickness • Before 1950’s Santa’s suit was
green • It was a sacred color in Ancient
Egypt
Blue
- trust, honesty, loyalty,
peace and tranquility
Color blue denotes reliability and
responsibility.
Opposite: inflexible and
nostalgic
Fun facts: • In Ancient Rome blue was worn by
the servants • In India blue is thought to bring
bad luck • Owls are the only birds who can
see the color blue
Purple
It is the color of imagination,
spirituality and harmony.
It represents the future,
encourages creativity,
inspiration and originality.
Opposite: depression
Fun facts: • February is the month associated
with purple • Amethyst is the best known purple
precious stone in the world • Purple denotes virtue and faith in
Egypt
Now that we found out what is the meaning of every color, let’s see some insights on how they play a role in persuasion: 1. Color branding 2. Color preferences by gender
Color branding is one of the most important issues relating color perception.
...but… The truth is that color preferences are mostly determined by experience. Which means that our experiences with objects determinate how we feel about the colors of the objects
Don’t worry! Messaging patterns revealed that colors play an important role in purchases and branding. 90% of snap judgments made about products are solely based on colors.
There are five core dimensions that have a role in a brand’s personality, that are vital to consider: Sincerity - domestic, honest, genuine, cheerful Excitement – daring, spirited, imaginative, up-to-date Competence – reliable, responsible, dependable, efficient Sophistication – glamorous, presentation, charming, romantic Ruggedness – tough, strong, outdoorsy, rugged
…..so…. Before starting the branding process you should ask yourself: does the color fit what you are selling?
Don’t forget that your brand’s colors have to support the personality you want to portray. Don’t try to align it with cliché color associations. Example: Green = calm …BUT… sometimes it is used to environmental issues or financial spaces.
Remember! The Isolation Effect An item that is unique and stands out it is more likely to be remembered, this is why consumers prefer palettes with contrasting accent colors.
Another helpful insight that you should consider in your branding process is color preferences by gender.
What colors men like:
Blue Green Black
Red
Grey
White
What are their least favorite colors:
Brown
Purple Yellow Orange
What colors women like: Blue Purple Green Red Black White
What are their least favorite colors:
Orange Brown Yellow Grey
• men prefer bold colors with a little black • women prefer soft colors, tints colors
with a little white
Now…take the canvass and start painting your brand!
Thank you for the images: pinterest.com printwand.com tumblr.com thelogocompany.net helpingpsychology.com designmodo.com clker.com pablopicasso.org hdwallpaperstop.com dreamstime.com
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