There is a saying “Colors speak all languages”. As we all know the color is a powerful communication tool and can be used to signal action, influence mood, and even influence psychological reactions. Marketers, knowing the fact very well, pay keen attention to the color of their products so that they can build a strong bridge of attachment with the customers. As the significant goal of marketing is persuasion, businesses use color psychology every day to communicate targeted messages to their customers and to inspire emotional appeals.
Consumers respond to colors depending on their culture and experience:
Our feelings about color are often deeply personal and rooted in our own experience and culture. Colors will have a different impact based on even context and location. For example, while the color white is used in many countries to represent purity and innocence, it is seen as a symbol of mourning in many eastern countries. Moreover, have you ever noticed that most major banks in the world use blue for their branding? In most parts of the world, the color blue is associated with trust, protection, and responsibility- three traits that most customers find relatively important when looking to store their money. On the other hand, blue can also be associated with sadness and grim sometimes. Red represents happiness, joy, and celebration in some Asian countries whereas in Middle Eastern countries it symbolizes danger and evil. Hence by keeping this in mind, it is very important to think that color plays an important role in attracting the audience.
Color preference varies from adult to children:
Some studies depict that males tend to prefer bold and bright colors while females go for soft soothing ones. Science says that the color preferences for each gender change as they grow up. For example, a 5-year-old girl may like pink but during her teenage, the preference shifts and the same applies to boys. In Faber Birren’s book Color Psychology and Color Therapy, he examines which colors are preferably based on several different age groups. He found that blue and red are consistently preferable throughout life. Yellow is liked by children, but preference tends to decrease as age increases. Therefore businesses should choose colors wisely to serve each gender, be it a simple logo design, and should have good knowledge about how different class of people perceives colors.
Sometimes color is the only criteria to buy a product:
The colors used can change a customer’s buying habits and desire to purchase more (or less) of what is there to offer. Most people agree that color is the primary factor when choosing a product. Children tend to like bright colors hence it is very important that the toys are of various bright colors leading to a good sell. Dull colors will not attract kids anymore. The color scheme of a package can induce emotions and attitudes about the product before the consumer knows anything about it
Color should be appropriate for a certain brand:
According to color psychology, color impacts our emotions and behavior. When we establish our business the first thing we need to do is develop a logo for the business. Choosing the right logo colors can highlight the business’ strengths and help attract the right customers. On the other hand, the wrong combination can have the reverse effect. Brand colors have the ability to impact your sales or performance even more than the products you offer. Also, the repetition of the same color may enhance the brand’s popularity, as we can see sprite always remained in the color green.
One of the most famous color theorists, Faber Birren, wrote extensively on the link between colors and our emotional state, in his book Color Psychology and Color Theory. Just like the words “love” and “bike rack” elicit different emotions, Suppose a marketer wants to promote his/her product for Valentine’s day, it is very important to use the color red excessively, as red is the most significant symbol of love and romance. Once you established what your brand personality goals are, it is important to determine which colors will work best.
The isolation effect:
The Isolation Effect (also known as the Von Restorff Effect) predicts that when multiple similar objects are present, the one that differs from the rest is most likely to be remembered! In particular, a certain choice can be made to look more attractive if it is placed next to an alternative relative to which it is distinctively better in some respect. If we put a black rose in midst of some red roses, it is inevitable that everyone will be attracted by the black one though red is more beautiful in terms of color. This isolation effect is a crucial marketing tool to be used.
Color theory helping the marketers all along:
We can say that colors play a bigger role in your purchasing decisions than you may think. Therefore marketers should be well aware of the choices of a different class of people and look after the color appropriateness, context, and product personality which will lead them to achieve their goals.