It has the unique ability to attract specific types of shoppers and changes shopping behaviour. Color is a powerful branding tool for a host of different reasons. To start with, it influences people and their emotions, which can motivate them to buy or acquire certain ideas. It has the unique ability to attract specific types of shoppers and changes shopping behaviour.
Color increases brand recognition, that directly links to consumer confidence.
In marketing, color appeals to people's greater visual senses, stimulating areas of the brain that promote excitement or tranquillity or even hunger, among others. Corporations and organizations have been able to influence their target market by choosing the right combination of colors on a website, logo business cards and in all sorts of means of communication.
In view of this, the question is not what your favourite color is, but what color best expresses your brand attributes. As costumers see color, they start to associate it with different experiences. It is relevant to consider universal aspects to color, which are usually the physiological ones. In this case, red is definitely the one that creates a sense of urgency, encourages appetite and increases heart rate, affecting nerve impulses and raising the blood pressure a little bit. Red is associated with movement excitement or passion and high-energy.
However, when people see blue the opposite will happen. It soothes, calms and brings about feelings of contentment. It is associated with peace and reliability, providing a sense of security and promoting trust. That is why it is common to be seen in
credit-card companies, banks, computers and vehicles, due to its trustworthiness. Blue is the most common color used for offices and conservative brands. Blue is also related to age and maturity.
Let’s move along now to orange and yellow. They both increased cheerfulness and optimism, often used to grab attention of window shoppers. They stimulate the logic center of the brain and get people enthusiastic. Nonetheless, if they are used too frequently, they can create a sense of anxiety. Yellow is related to energy and stimulates the appetite. Orange is a bit more aggressive, creating a call to action, such as subscribe, buy or sell.
On one hand, white represents cleanliness, coolness, elegance and simplicity. In marketing materials and logos, it tells people there is nothing to hide. On the other hand, the color black evokes power, intelligence, business, strength and self-assurance; it is used to market luxury products. Black puts the customer in a successful mood. It conveys a hint of status, sophistication and drama. Talking about grey, it symbolizes feelings of solidarity, practicality and timelessness. Yet, if grey is used too much, it leads to emotions of old age and depression.
Green is the perfect option for health, tranquillity and nature. It is also associated with money and wealthy people or brands. It helps relaxing people, stimulates harmony, safety, decisiveness, competence and encourages balance between body and emotions. It is the easiest color to be processed by the eyes.
Purple is a strong color that portrays your brand as imaginative, wise and creative. It is associated with royalty, beauty and respect. Purple helps to stimulate problem-solving areas of the brain, representing creative imaginative brands or products. For its part, pink has been focused on femininity and romance, but also on fun and youthfulness.
It is relevant to consider that there are three primary types of color mixes. One of them is monochromatic, which is basically using a singular color in various shades or hues. This option is commonly used online because it is easier for the mind to process whether you are looking for something sleek and minimalistic. The second color mix are complementary colors to get contrast. The last color mix is a triad or a triple color scheme to give a harmonious effect.
All things considered, by carefully selecting the suitable colors depending on the context, it will result in a persuasive and powerful message to the viewers. Make sure to combine the right colors to match the products or services on offer, as well as appeal the target you want to attract.