From the time we are very young, our favorite color is one of the first facets of our identity we choose. Color association permeates our language with phrases like see red, feel blue, think green, and so on.
Although largely subconscious, the colors we see in relation to specific brands and their marketing and packaging materials influence several elements of our opinion of that brand. Among these are our perceptions of its trustworthiness, value, and target demographic.
It is said that up to 93% of a purchasing decision is made based on appearance. The following guide offers an overview of how color psychology can affect your customer’s beliefs about your brand in digital marketing.
This powerful color brings to mind strong emotions such as love, anger, passionate desire, and danger. It stimulates appetites and demands attention. Viewing the color red causes our heart rates to increase.
Red has the longest wavelength of any color in the visible spectrum, making it stand out as the most visible. This makes it a good choice for catching the eye of impulse buyers. Luxury brands tend to avoid red because of its association with discounts and sales.
A playful, youthful color, orange appeals to children and is an excellent choice for kids’ products. Orange is energetic and enthusiastic, and so is used frequently in sports brands or team mascots. It is stimulating and flamboyant and conveys an air of trendiness and modernity.
This can sometimes be interpreted as rebelliousness or frivolity, however, so brands wishing to convey a solemn, steadfast, traditional, or trustworthy image should avoid orange.
The color of the sun, yellow conveys feelings of happiness, optimism, youthfulness, and joy. This bright and cheerful color stimulates mental processes and increases alertness. Viewing yellow can make people feel hungry, which obviously makes it an excellent choice for restaurants and food brands.
However, along with red and orange- the other “warm” colors, yellow is also often associated with discounts and sales, which can be interpreted as cheapness.
Green is used in branding in many of the same ways it’s used in language. It conjures images of nature and health. Using green in branding is a sure-fire way to give the impression that your product is organic, healthy, or has a low environmental impact.
Green is a calming color. It alleviates depression and promotes relaxation. It is reminiscent of wealth and makes your brand seem valuable and luxurious, if more expensive.
Studies show that blue can suppress the appetite and curb hunger, so it may not be a desirable color to use in digital marketing materials or logos for food brands or restaurants. Blue is soothing and studies show that it increases productivity in office environments.
It is the color of water and tranquility. Using blue for your branding increases your brand’s perceived trustworthiness and security. It’s a good choice for financial institutions, technology, and the medical field.
Traditionally, purple is the color of wealth, success, royalty, and wisdom. It is associated with comfort and luxury. Since purple is a “cool” color like blue and green, it has a soothing effect on the nervous system.
Purple is strongly related to perceptions of creativity and innovation. It is an excellent choice for luxury brands, software, and cosmetics. Too much deep purple, however, can be distracting to the viewer and even cause them to hesitate in making purchasing decisions.
It is important to note that the impressions given by colors can vary widely between individuals of different cultures, ages, social statuses, and financial situations. A professional digital marketing agency can help you identify and target your intended audience and convey your desired message.
Find out how we can elevate your company’s image and create demand for your brand!