Color Psychology & How to Apply it to Your Brand
What is color psychology? It is the study of colors as a determinant of human behavior. Color is an essential tool because it has an impact on how we think and how we behave. It directs your eyes on where to look, tells us how to feel, and it can even influence how you act or react. In marketing and branding, color psychology is focused on how colors impact consumers’ impressions of a brand and whether or not they persuade consumers to consider specific brands or make a purchase. That’s precisely why, as a marketer, it is important to understand what colors mean to people.
Researchers found that the relationship between brands and color hinges on the perceived appropriateness of the color being used for the particular brand. In other words: Does the color fit what’s being sold?
When it comes to picking the “right” color, research has found that predicting consumer reaction to color appropriateness is far more important than the individual color itself. So when choosing the colors for your marketing strategy and brand, ask yourself “Is this color appropriate for what I’m selling?”
While color psychology has been studied and analyzed over time, it is still moderately subjective. We don’t all react the same way to colors, as we all have past experiences and memories with colors from significant events, cultures, and people. However, there are still a few generalities about how people respond to color, and that’s what we’re going to look at.
RED
This extremely powerful color that can invoke very strong, yet opposite emotions. It reflects our physical needs that tell us whether to show affection and love, or
to portray terror, fear, and
survival (and can even stimulate your appetite!)
Essentially, if you’re looking to have a really powerful presence or get someone’s attention fast- red is your guy. Just remember to use it sparingly to avoid the extreme negative reactions it can so easily bring out.
YELLOW
Yellow is the color of the sun, which naturally makes it the epitome of happiness. Anything happy is almost always yellow. The wavelength of yellow is particularly long, making it have one of the most powerful psychological meanings- all the while being the easiest color to visibly see. It's even first color infants respond to!
Whenever you need to lift someone’s spirits, increase their confidence, or provide inspiration, yellow is your guy. Just be careful not to use too much! It has been found to exacerbate self esteem issues, fear, and/or anxiety. So find the right balance of yellow to motivate consumers, rather than bring them down.
BLUE
Blue is the color of trust and dependability. It is one of the most-liked colors in the world, and that's probably due to the fact that its reliable, responsible, and mentally soothing.
Blue lends us a mental reaction rather than a physical reaction that allows the consumer to de-stress and calm down. However, on the flip side, it also is one of
the last colors to be seen,
and if used in great amounts-
it can be perceived as distant, cold, or unfriendly.
Overall, blue is a well-liked color that embodies trust and can bring peace and tranquility when used in marketing.
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This is a very intriguing color in the realm of color psychology.
With it's red and yellow roots- its combines red's power and energy, with yellow's fun and friendliness.
Orange is also known to be a color of motivation. It lends a positive attitude and general enthusiasm for life. Overall, orange is great for bringing comfort in tough times, and creating a sense of fun or freedom in your visuals. -
This is one of the more balanced of colors since it incorporates both the logical, blue, and the emotional, yellow. This is why this color lends us a clearer sense of right from wrong. Being one of the most seen colors in nature, it reflects life, rest, and even peace. It also represents growth, whether it be in nature, or in income and wealth.
If you are looking to portray health, wealth, or even to relieve stress- green is the way to go!
Just keep in mind that green can portray minor negative aspects like over-possession and materialism- but it still has a more positive affect than most other colors. -
Purple is known for its spirituality and imagination. With its energy and power from red, mixed with the stability and reliability of blue, it is a perfect balance between the physical and spiritual. Purple is often used to show loyalty, luxury, courage, mystery, and even magic.
It's a very interesting color because is soothes, but also leaves space for mystery and new ideas-thus the reason why creativity is so often associated with this color. Keep in mind not to go overboard when using this color, because it can also cause the consumer's mind to wander and become distracted. -
Black is a very powerful color. It can represent sophistication, seriousness, control, and independence. The catch? It can also be used to show evil, mystery, depression, and even death.
It likes to stay hidden, in control, and separate from others. And for that reason, black is the perfect color for high contrast and easy legibility. Just be sure to use black sparingly in a design, for it can cause sadness and overall negativity. -
Last, but certainly not least, white. White is a color that is complete and pure, which is why it is the perfect example of purity, innocence, cleanliness, and peace. It also represents new beginnings and can provide a blank slate.
White is a great color for simplicity and cleanliness- just be careful with this one because too much white can cause isolation, loneliness, and even emptiness.
Now that you have the run-down of the basic colors and their meanings, you can apply it to your brand! According to the Institute for Color Research, people make a judgment about your content in 90 seconds or less. And, up to 90% of that judgment in that brief amount of time is influenced by the colors they see. In fact, color helps people recognize your brand by up to 80%. So It’s important to choose your color carefully, and stick with it.