Color is one of the most important components of marketing. Color evokes emotion, grabs attention, conveys the right – or wrong – message and so much more. Understanding colors in marketing can help set your brand apart and enable you to better reach your target audience.
Consumers are very visual by nature, meaning they respond intensely to color. While there are exceptions in persons with color blindness or other vision issues, at least 80 percent of the population would characterize themselves as visual, states colorpscyhology.org. While each consumer being is different and there can be individual or cultural exceptions, there are some consistencies when it comes to how consumers respond to colors when it comes to logos, branding and advertising.
Red is most commonly associated with feelings of excitement, urgency, intensity, passion, hunger and love. It is considered the most stimulating color on the color wheel. Some research states that pulse rates rise measurably when someone sees red.
To portray confidence, happiness, and fun choose the color orange. Orange not only stimulates mental activity, but it is positive, assertive and undeniable.
Although, the happiest of colors in the spectrum is yellow. Yellow also symbolizes energy, optimism, warmth and clarity.
Green is used to portray peace, growth, health, trust and hope.
Also associated with trust is the color blue. Representing strength, professionalism, security, courage, depth and stability, blue is considered the favorite color of most people around the world.
Royalty, glamour, luxury and power can be depicted with purple.
For a more feminine, sweet and nurturing vibe, choose pink.
If you are looking to exhibit a down to earth, masculine, pragmatic, and trustworthy brand, brown is the right color to use. Brown also depicts dependability and support.
To represent high quality and high tech luxury, use the color black. While black is also associated with security, it can be used to create fear.
Gray is a calm, balanced and neutral color that is also used to indicate high tech.
Understanding colors in marketing can help set your brand apart from the competition and enable you to better reach your target audience. To learn more about marketing, visit our website www.theperfectsix.com.
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Denise Grothouse is the Founder and President of Perfect Six, a Marketing and Brand Management Firm.
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