People are overwhelmingly visual. Taking advantage of that fact in marketing requires an understanding
of how color influences customers decisions if they will purchase a product, and when.
There have been countless studies on the fact that colors affect our emotions, and via this visual stimuli, also affect our consumer behavior. As marketers, we can use this knowledge to deliberately direct our reader’s attention toward a particular product and affiliate link we want to push.
But, this “science” of color influenced marketing, has many components that should be kept in mind. Cultural and religious background, as well as gender, guides the response to color, so you should be aware of those aspects as well. Again it means that you need to be very clear about who your target audience is, to be most effective.
In addition to that, the combination of colors, and the contrast are not to be overlooked. A stark contrast of complementary colors make aspects easier to read, so keep that in mind.
Choose vibrant colors if you are interested in a high-energy reaction, and muted colors, such as different shades of browns, tans, and grays for a more subdued subject matter.
Meaning of Colors And Their Effects On Consumers:
Red: Brighter reds have a more energetic influence than reds that are mixed with browns. This is also a color of action, yet should be used in its brightest stage only in small amounts, as it also brings out strong emotions, including anger. A positive earthy warm red is also great to use during the winter holiday season and associated with both Christmas and Yule. For your Asian customers, bright red is a color of good luck. This color has a stimulating effect on the body, quickens the pulse, and draws in attention.
Green: The brighter range of this color signifies renewal and Spring time. It is associated with freshness, and should be used when you are trying to convey fresh ideas and new beginnings. The darker greens evoke environmental consciousness, as they are deeply associated with outdoors, growth, and any natural aspects of life. Greens have a grounding effect on people, it can be used to solidify a specific point. This peaceful color is also associated with the winter holidays This color has a calming effect on the body and allows the consumer to make clear, thoughtful decision, and become more decisive. Often used in stores to calm people.
Blue: If you are marketing primarily to men, this is the color that you should use, but not in its brighter, instead more mute states. Light blue is associated with children, water, relaxation, and trust. Blue is a color that curbs the appetite, so do not use it around food related products, unless you are promoting a diet. It also increases productivity, which might draw a potential consumer to do more research on the product before purchasing it.
Purple: Combining the fact that this color is associated with wisdom, and beauty, it is the perfect color for lifestyle, beauty, wellness, and anti-aging niches. It is considered a regal color. Purple sparks creativity and inspiration. Purple with red infliction is a more sensual color, while purple with blue undertone is a more meditative shade.
Orange: A very high-energy color, that draws attention and provides stimulation without the side effects of red. Brighter orange shades are summer colors and call forth warmth, while the orange-brown shades are those associated with reaping a harvest, being rewarded and Fall. Do not use bright orange or yellow around babies, as it has an anxiety-inducing effect on them, and on some adults. It is best used as an accent color, to draw attention toward a product or service.
Yellow: As I mentioned before, do not use this color, if you are marketing toward small children, or people with attention deficit disorder, as it can cause anxiety in both of those groups. Yellow should be used sparingly because it is a blinding color, which can make advertisements hard to read. On the positive side, it stimulates logical thinking and intellectual exploration.
Black: Studies have shown that images with overwhelmingly black or darker shades, will be shared less frequently on Pinterest, then brighter colors. While this is a color of authority, it should be used strategically, as it can be
easily overwhelming and depressing. You can use this color to make something look smaller, or to give it authority
by casting it within a black frame.
White: This color of purity and cleanliness, can showcase a new beginning when used in marketing. It also conveys a message of neutrality. Minimalistic in its absence of any distraction, it will make any product you are featuring stand out in contrast, and is, therefore great in highlighting smaller products.
Grey: It is a color of practicality, but also a color of old age. That said, these three colors combined are a part of
minimalism, and therefore can work with the right audience. A more general audience, however, will associate this shade as one that is boring, and depressing.
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Statistics On The Importance Of Color In Marketing
According to Kissmetrics over 84 % of people are stating that their decision to purchase depends on the visual at hand. Consumers make their purchasing decision often within the first 90 seconds of getting in contact with a product, 62 % of that buyer, their impulse is based on color. 52 % of customers state, that they did not return to a store (online as well as offline) due to lack of esthetics.
Keeping these statistics in mind, a marketer should be a least familiar with the power of colors when making purchasing decisions.