Many different and unique methods are used in marketing and advertising, one of the most important and effective, yet incredibly simple method, is the color choice. Choosing certain colors for marketing leaves a deep and understood impression on the consumers and their behavior. Why does the color choice matter? Because Color Psychology is all about how different colors can affect one’s judgment and emotions, just by observing and absorbing what is presented to them. Colors are important in marketing because they have a strong impact on both of our emotions, and our decision-making habits, and certain colors may catch our attention more than others.
So, if you have ever wondered what color makes people want to buy, or which are the best colors for advertising, read on for a breakdown of the psychology of colors in marketing and what different colors represent.
What does Red represent?
For our first example, we’ll start off with the color Red, which is used by many companies such as Coca-Cola and McDonald’s, which are two of the most successful companies in the food industry. Why do they use Red? And what effect does the color have on consumer behavior?
Red is used because it’s a very energizing color that displays emotions of friendliness, love, and passion, in fact, it is the most powerful color of all when it comes to evoking feelings of intensity. Red is known to stimulate the appetite instead of dulling it down, which is perfect for a food company like McDonald’s, and it’s ability to make the viewer feel a rush is perfect for Coca-Cola, associating that feeling with the sugary soda.
Red stands out the most in the eyes of its perceiver and is very often a safe choice when it comes to foods that may not be all natural or healthy. Using the effects listed before, Coca-Cola and McDonalds have successfully associated themselves with this color, and established consumers’ consistent loyalty. That is why red is the one of the best colors for food business.
What does Yellow represent?
Another eye-catching color is the color Yellow, which is why McDonalds pairs this color with Red. Yellow is the color of happiness, it makes people feel optimistic and confident. It is the easiest color to spot out because it’s the brightest. In a nutshell, it’s the color that is used to both invoke attention, and bring out feelings of happiness.
Since Yellow is generally associated with happiness, it’s not only a great example with food, telling the consumer’s subconscious “this will bring happiness”, it’s also great outside of the food industry, such as with Kodak. Kodak links their cameras to the idea of happiness, which is a great way of telling the consumer “You will be happy when you capture great memories.”
What does Green represent?
Life, peace, and balance belong to the color Green. Green is widely used as the color that eco-friendly companies use to show that they are concerned about nature. Green is also associated with wealth and growth, which is why many banks use green in their logos. Since Green is the color of nature, it also makes the viewer think of ‘Health’, so people who care about their Health will gravitate towards healthier products, that also use the color Green, such as Tropicana, or Whole Foods.
What does Blue represent?
One of the most liked colors worldwide is Blue, this is because Blue is the calmest, and most soothing color. It signifies trust, security, and hope. This color is frequently used by firms to relieve the stress of the consumers and give them a feeling of trust and dependability. It’s also used in many different privacy mediums, such as social media, to subconsciously make the user think that their information will be safe with the brand. This is why companies like Facebook, PayPal, and other Technology based companies perform better when using the color Blue.
What does Purple represent?
Purple is used for two things, mystery and luxury. It is the color of royalty and magic. Back in the old days, the color purple wasn’t easy to acquire, because it was rarely found in nature and needed to be manufactured, the rarity made it popular among royal families. Since its the color of loyalty as well, it’s used by FedEx in their logo. Chocolate companies often use purple to portray their products as fancy and luxurious, which is why the Cadbury and Wonka brands use it as the dominant color in their logos.
What does Pink represent?
One of the most non-threatening colors is Pink. Pink represents tenderness, innocence, and femininity. It is sometimes used in advertising to specifically cater to the Female gender and is often used for youth and gentle love. Products that are specifically designed for Women consumers can often be seen as pink, and even if the brand isn’t targeted at a specific gender, if one of their products is for women, it’ll often be symbolized by being in pink packaging.
What does Black represent?
Black is an interesting color because it can represent a range of things such as evil, sophistication, power, and grief. It is found in men’s cologne, funeral services, and any other service that requires sophistication, such as Amazon and the shade of black in the BMW logo. It is the boldest of colors, and like any other color, has its own linked effects on clients. A sure-way to sell high-end products such as cologne is to use the color black, because it both portrays sophistication, and professionalism.
White
What does White represent?
The purest color of all is no other than White. It is the color of cleanliness, faith, and positivity. Since it signifies cleanliness, peace, and order, it is often used in cleaning products and catering services. For instance, churches use the color white to signify holiness and faith, while cleaning products use it to signify cleanliness. White is just pure and clean, so it’s fantastic for products such as Clorox or Bleach.
Final Remarks Regarding the Use of Color in Marketing
Color choice and color combination are not only essential to send a message, but also one of the easiest and most impactful methods that can be utilized in marketing and advertising. When the correct color(s) is used, the consumers will always subconsciously feel things that the product is designed to provide. Using purple and black would mean mystery and luxury, while using white and pink would lean towards innocence and purity. Colors have a profound effect on our brain and perception, so a good marketer knows which colors to choose to invoke the correct emotions.
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