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