Importance Of Studying The Psychology Of Colors In Advertising

What Is Color Psychology?

Color psychology is a field of study that analyzes how colors affect people and what emotions they evoke. This approach is used primarily in marketing and advertising. Everything we see in advertisements is designed to attract attention and arouse emotions. Color psychology is not limited to advertising to increase sales. Colors are also used for brand logos to produce the desired effect. That is, sellers and advertisers use this tool to provoke feelings. Feelings of joy, peace, desire, passion, or irritation. So, we have to keep in mind that in many cases, our consumption decisions are made by our emotions, not rational thoughts.

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The brain uses hues to see the characteristics of products and their brands. Thus, a tune of greenish yellow that's good for a PC is vomit-inducing for a cake. In short, it's the psychology of color. If you take a close look at the frequently used shades in promotions, you will see many of them appear over and over again. These are shades that tend to connect audiences with their expectations of brands.

The Problem Of Color Psychology In Marketing And Branding

The color of a product can convince you that it is fresher than the same product with a different color. The psychology of color works even in medicine. Drug manufacturers rely on the shades associations. They make stimulants red and yellow, and sleeping pills light blue. And research shows that 90% of impulse choices about goods are based on their colors.

You're probably already familiar with the basics of color psychology. Red is a passion. White is a purity. But this is just the dump of the iceberg. Tints help customers make quick decisions about goods. Therefore, studies have noted the connection between certain colors and consumer behavior. If you're writing a sample essay and looking for examples of advertisement topic ideas, don't forget that colors in marketing should meet certain expectations. And the latter are based on biological programming. For example, red is a general tint for food brands. Bright red fruit is ready to eat and ripe, just like fresh cut meat. Combine this with the research of the target audience to gain a deeper understanding of what consumers prefer.

How to Make Practical Color Decisions and Avoid Making Mistakes

Here you can see how each color can be used in advertising and marketing materials. If you are a marketing student, you will find a detailed analysis of the perception of a particular color for advertising and marketing purposes for your essay examples below.

  • Blue is usually considered a manlike color. Here are some other associations:
  • Calmness
  • Stability
  • Duty
  • Rest
  • Sorrow

So, blue is a common color at banks. It conveys authority, stability and values. And a yoga room can use blue to emphasize a sense of calm.  A brand of protective equipment (helmets) may use blue to evoke an association of brand trust.

  • Various studies have shown that Green is the best for mature and calm brands. It also reduces heart rate and blood pressure. The following associations often go with green:
  • Finance
  • Health
  • Wealth
  • Harmony
  • Balance
  • Calmness
  • Purple is sensual and mysterious at the same time. Common associations with purple include:
  • Royalty
  • Luxury
  • Magic
  • Mystery
  • Imagination
  • Spirituality

Thus, a financial firm that works with clients to help them cope with their financial circumstances uses purple in its brochure to suggest luxury and wealth.

  • Red is a bright and hot color. It attracts attention. It is associated with:
  • Passion
  • High energy
  • Love
  • Heartiness
  • Fire
  • Anger
  • Danger
  • Confidence

So it will not be used to advertise a college or university. But it will be used for a dating service. Red is known to increase metabolism and blood pressure. It makes it the best for signs in restaurants to stimulate appetite. It is also an ideal color for a call to action.

  • Yellow is associated with accessibility and optimism. Although the associations with it are sometimes contradictory:
  • Energy
  • Happiness
  • Youth
  • Danger
  • Vigor

The association of danger with yellow may seem negative from the start.  Not often these associations are what a brand wants to deliver. For example, a power tool brand that uses yellow to say "be careful with this".

  • Using Pink can be unacceptable to men. It is often associated with:
  • Fun
  • Girls
  • Sweetness
  • Delicacy
  • Romance

When you attend a coloring class, you may hear that pink is a common hue for bakeshops. The last one is sweet, like the cakes they sell. 

  • Gray means practicality and professionalism. You may consider gray to be boring. But you may use a proper marketing strategy.Thus, it can be:
  • Professional
  • Effective
  • Corporate

Gray can show your brand has broken out of familiar tones. For example, a children's clothing brand. It wants to stand out from the area of pink and blue shades.

  • Black is bold and powerful. Here are the associations with it:
  • Luxury
  • Mystery
  • Power
  • Elegance
  • Sexuality
  • Control

Black also signifies strength, making it a good choice for a gym that challenges its members to be the strongest versions of themselves they can be.

  • White gathers the following associations:
  • Purity
  • Simplicity
  • Honor
  • Peace
  • Coldness

Be Careful in Different Cultural Environments

Whenever you choose a color scheme, consider the cultural background of your target audience. For example, take a yellow one. In Latin American cultures, it is the shade of death and mourning. In Japan, it is associated with masculinity. In Germany, you turn yellow with envy. And in the Middle East, yellow, not purple, is sacred and imperial.

As you can see, the psychology of color is not a simple thing. Numerous studies show that color can be used to encourage action, calm, and cause negativity or aggression. Therefore, it should be handled with care, using knowledge and understanding of the psychological aspects of its influence on the human subconscious. It can often be misused, especially if the goal is to convince the consumer to make a certain choice. 

Understanding the psychology of color is also necessary when creating a new brand. Despite the excellent qualities of your product or offer, a poorly chosen tone can make all your efforts go to waste. 

So, arm yourself with this article and other knowledge on this topic and use color and its shades expertly.




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