03 Jan The Importance Of Color In Marketing Strategies
A glimpse into the world of the psychology of colors and marketing strategies.
Since the dawn of humankind, color has played an integral part in the way we understand the world around us. Differentiating between various colors and their shades has proven to be crucial in the survival of the human race as a whole. Because of their importance colors are deeply woven into our vision of the world around us. For example, hospitals typically use warm and gentle colors to invoke feelings of calm and serenity. On the other hand, we always associate urgency and danger with more intense colors.
Psychologists started recognizing the importance of colors and ideas we associate with them a long time ago. Fortunately, marketing specialists caught on and began implementing the knowledge color psychology provides in order to come up with more effective marketing strategies. In this article, we’ll try to give you a glimpse into the world of the psychology of colors.
The first thing we notice about a product is its color. According to information compiled by DesignAdvisor, the average shopper takes around 90 seconds to reach the first judgment about a product and between 62% and 90% of this judgment is based on color alone. When it comes to brand recognition, color is responsible for 80% of it. It’s also interesting to note that if the appliance doesn’t come in their favorite color, almost two-thirds of shoppers will not buy it.
An interesting example of the power of color is the time Heinz ketchup’s marketing team decided to change the color of their product from red to green and this lead to $23 million increase in sales in just seven months.
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Shoppers And Colors
When it comes to colors, both genders have interesting similarities in taste. For example, both men and women prefer green and navy blue in their products. Both sexes also dislike orange and brown, but men also dislike purple colored brands which, ironically, women find appealing. If you wish to sell your product online, call to action button must be red, green or orange. But remember: these colors won’t help unless they stand out from the general color scheme of the website. Another critical factor is the navigability of the website. All the fancy colors in this world won’t help if customers don’t find the overall layout of your website appealing
Choose Your Brand Colors Wisely
As we mentioned in the beginning, the human brain has learned to interpret different colors as symbols of certain emotions and messages – for example, red stands for life, excitement, and boldness. It’s interesting to note that this color increases the heart rate and conveys a sense of urgency, which is why it’s commonly used for clearance sales. Contrary to that, blue symbolizes productivity, tranquility, and trust, and is mostly used by banks and businesses to communicate stability.
All in all, the color palette is one of the most important aspects of product branding, so make sure you decide what kind of message do you want to convey to your customers before using any particular color. Check out the infographic below for more ideas!