The link between color psychology and persuasion It is one of the most interesting aspects of marketing that has been discussed. This is because most of the conversation about colors and persuasion today consists of hunches, anecdotal evidence, and idle talk of advertisers as “colors and mind”.
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How does color affect branding?
The color options are almost endless. With an appropriate color, you can get users to take the action you expect, whereas a poorly chosen color can be confusing and increase the bounce rate. While the colors to be used for Marketing and Branding are predetermined by emotional psychology, you should not use other people’s descriptions too strictly. You should seek the color combination that can guide you in terms of change and profit. Don’t forget to test whatever it changes because the color is a powerful tool with no tolerance for carelessness./
The Importance of Colors in Branding
There are many attempts to classify customer responses on authentic colors, our reactions to colors are transmitted to specific feelings in a universal language depending heavily on our personal experience. But it is possible to reach wider patterns in color perception. For example; colors play a considerably important role in purchasing and branding.
Interactive effects of Colors on the role colors play in branding show that the relationship between brands and colors depends on the suitability of the color used in the brand (in other words, whether the color is suitable for what is sold.
Certain colors are extensively aligned with specific features. For example, with brown, solidity, purple, sophistication and red being exciting, but the point that almost all research on color and brands express in unison is that the support of the color you choose to the portrait of your brand’s personality is more important than stereotyping and trying to align your brand with color relationships.
Color Theory in branding
There is a theory that can assist in the selection of colors that can influence the behavior of the target audience, besides capturing the visitor’s attention, it retains them and enables them to take the expected action. This theory is called “Color Theory” and has been used by successful artists and designers for a long time.
he degree of visual impact is largely determined by color and color combinations, which also affects our behavior. Color theory is a subject that has been deeply and for a long time in society. This theory was first mentioned in 1435 during the Italian Renaissance. Four “true” colors were previously mentioned: red (the color of fire), blue (air), green (water), and gray (of the earth); It was believed that all other colors could be obtained by mixing these four colors.
Color psychology : what is the purpose of colors?
Colors stimulate our brains in many different ways. In fact, in the past, Egyptians and Chinese linked the effect of colors to the idea of healing that stimulates certain consciousness or mood states. For example, for the Egyptians, the color red was a reflection of life, land, victory, as well as the anger of hostile gods like Seth or Apophis.
Colors are much more than an optical phenomenon, so they all have their meanings. All of them have a certain influence on our brain and therefore color psychology is an essential and important tool in neuro-marketing today.
Understanding how the consumer will react to certain color alerts can result in more sales. We can see similar patterns, although not always 100% accurate; this shows that the psychology of color is really useful.
Likewise, we cannot forget the effect of color on the world of art and cinema. For example, David Lynch is a director obsessed with escaping the world of logic to immerse himself in the subtle kaleidoscope of emotions.
Different ways to combine colors in your brand
- Advertising
- Business cards
- Employee uniform
- Interior design in retail stores (and in the office)
- Header
- Marketing materials
- Packaged product
- Billboards
- Graphic elements in social media
- Website
How many colors should a brand have?
The best way to create a memorable and impactful brand is to choose just one or two dominant colors. Limiting yourself to one or two dominant colors means you are going to use those colors for typography and graphics as the primary and most dominant colors. Because of the consistency, restricting your colors creates a distinct look for your company. You start to have a cohesive visual identity very quickly as it goes from your business card to your website to your social media posts.
How to choose a color for the brand
Before deciding which color is right for your brand, it is important to take a step back and think about what each color means.
- Red
Red is associated with excitement, emotion and a sense of urgency and can evoke feelings of active energy, passion, confidence, love, excitement, aggression, excitement and appetite.
- Blue
While there are many shades of blue that mean different things, blue is usually associated with depth and stability and is associated with conservative judgment, self-confidence, truth, order and understanding. People often feel a sense of comfort, faith, clarity, calmness, trust, harmony, serenity, unity and order in the shadows of water, which can create a sense of security, appetite and productivity.
- Yellow
Yellow is a bright and vibrant color that is associated with positive energy, sunlight and freshness, and it makes people feel alive, full of energy, happy and optimistic.
- Beige and ivory
Although not widely used, beige and ivory can create a feeling of simplicity, relaxation and pleasant stability.
- Gray
Gray is associated with security, reliability, self-esteem, practicality, conservative judgment, calmness and intelligence.
- Green
Green is associated with harmony of nature, environment and renewal. When looking at green, people often feel calm, relaxed, confident, peaceful, hopeful and healthy.
- Purple
Purple is a symbol of luxury, franchise, glamor, power, nostalgia, romantic feeling, introversion, aristocracy, spirituality and wisdom. It also stimulates creativity and problem-solving.
- Orange
Orange is associated with happiness, joy, citrus and the tropics. Orange is a playful color and makes people feel enthusiastic, creative and determined. This color stimulates mental activity and supports energy, vitality and warmth.
- White
White is a symbol of purity, peace, innocence, youth, simplicity, purity and safety. It should be noted that colors have different meanings in different cultures, and it is interesting to know that white in many Asian cultures contains the meaning of death and mourning.
- Black
Black is a symbol of luxury and the mystery of the night. Bold, serious, powerful, elegant, rich, stylish and sophisticated.
- Pink
Pink is a symbol of love, romantic feelings, sensitivity, compassion, sweetness, warmth and youthful passion.
- Brown
Brown comes with reliability, support, dependency, outdoor space, simplicity, endurance and support.