A Look at the Psychology of Color in Marketing

A Look at the Psychology of Color in Marketing

Without even realizing it, you associate your favorite brands with specific colors. Who could think about Target without seeing red? The golden yellow arches of McDonald’s are iconic worldwide. So how do organizations, whether they are local or international, choose appropriate brand colors? To make this decision you have to understand the role the psychology of color plays in marketing.  

Defining Color Psychology

Color psychology is the study of how colors influence human behavior. Marketers consider color psychology an imperative factor in branding because it impacts a target audience’s perceptions of businesses, products, and services. From in-store window displays to website design, the colors you pick for your brand convey a message, whether you realize it or not.

Surprisingly, Color Does Not Convey Emotions

Research indicates that color does not communicate specific emotions because those perceptions are too dependent on personal experiences. However, 90 percent of snap judgments made about products are based on color alone. So how are people making these instantaneous decisions about a company with nothing more than color to go on?

It’s All About Perceived Appropriateness

In fact, it is the perceived appropriateness of the color used for a brand that impacts potential customers. People think color should fit the brand. For example, bubblegum pink is an appropriate color for a bakery but seems out of place when used in the logo of an insurance agency.

Think about it. Oil and gas conglomerate BP uses green in its branding, but so does Whole Foods. These two companies could not be on more opposite ends of the spectrum, but they still chose the same color. Why? Because after much deliberation these companies’ marketing departments determined that green would be perceived as appropriate for each brand in the minds of their target audiences.

That means an organization should select brand colors that portray the appropriateness and personality they hope to convey. Forget the stereotypical assumptions about color. Instead, focus on your brand personality to inspire your color selection.

Ultimately, You Have to Set Yourself Apart from the Crowd

It’s important to choose wisely as color increases brand recognition by 80 percent which demonstrates the importance of differentiation. Look at your competitors and their brand colors. It’s up to you stand out from the herd by opting for the colors your competition uses. They all use red or orange, so what color will make the bold statement you need to separate yourself from the pack?

The psychology of color in marketing and branding is a wide-ranging field that experts dedicate themselves to for entire careers. As a small business owner trying to create a logo or build a website, the psychology of color probably seems like too big of a concept to fully comprehend when making decisions about marketing. You have to work with experienced graphic designers who understand the color of psychology. Contact Alt Creative to collaborate on rebranding your organization today.