Posted by on August 27, 2019

Colors Speak Louder Than Words

So, you’ve launched your business, created your brand, and perfected your call-to-actions (CTAs) but something is missing. Have you considered how color psychology, or the use of color, can impact your audience’s buying behavior? If not, it’s time to get colorful.

How Does it Work?

Simply put, different colors trigger different responses in the brain. Color psychology is the study of how our brain perceives what it visualizes. Color can be used to influence emotions and perceptions, making it an important tool when marketing your brand.

Everyone perceives color differently – associations may vary from person to person. As a marketer, you have to be aware of all the meanings and emotions that a particular color can communicate to your target audience. Are you trying to create a sense of urgency? Maybe you want your brand to evoke feelings of tranquility or relaxation. The colors you choose should be selected carefully. Make sure they align with your brand personality and convey the right message to your target audience.

Did You Know?

Research shows that color and design are the most important factors in consumer purchasing decisions. Within the first 90 seconds of initial viewing, people make subconscious judgments about an environment or product – up to 90% of that assessment is based on color alone.

How does that translate into increased sales, you’re thinking? Well, the way we perceive colors plays a vital role in our purchasing decisions. An example, colorful ads are read about 42% more often than those in black and white. By using color, your marketing efforts are more likely to be looked at (and internalized) than they would be if the same ad was simply black and white.

So, what are the basic principles of color psychology?

  1. Understand that color can carry a specific meaning.
  2. The meaning of a particular color is based either in learned or biologically innate meaning.
  3. The perception of a color causes evaluation automatically by the person perceiving.
  4. The process of color evaluation forces color-motivated behavior.
  5. The influence of color is usually exerted automatically.
  6. Color meaning and effect has to do with context as well.

What Meaning Do Different Colors Portray?

We know that color can subconsciously influence an audiences’ behavior; time to get to the good stuff. What does each color mean? Well, warm colors tend to attract spontaneous purchasers.

Reds, for example, create a sense of urgency (you know those bright red “CLEARANCE” signs – color psychology) while oranges and yellows promote optimism. Cool colors, like blue and green, promote a sense of calm or trust and blacks and greys are powerful, practical colors but, when overused, can lead to feelings of depression or nothingness. Take some time to think through your color strategy – you want to be sure that your brand’s message aligns with your chosen colors.

Life is Like a Box of Crayons and I Love to Color

Van Gogh said it best: “One can speak poetry just by arranging colors well.” Color psychology is an important part of your brand’s marketing strategy and it should be taken seriously. Think about who you are trying to reach with your messaging, what you want your brand personality to be, and what you want your marketing to say to your audience. Whether you’re just starting out or looking to reinvent your business, be sure to use and choose your colors wisely.

Have tips or tricks on using color to build your brand? Tell us more about your use of color psychology in the comments or get in touch to learn more about growing your business’ online presence.


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