Consider Color Carefully
When starting a new business venture, the colors used in your marketing and product(s) should be considered carefully. Different cultures have different psychological perceptions of colors. For instance in the US red is used to signify danger or warning but in China red is often used to symbolize good luck or happiness. If you plan on marketing your product or service outside the US, it is highly advisable to research the psychology of color in the countries of interest.
The following information pertains to the general population of the United States. In a study “Impact of Color on Marketing“, researchers discovered that “people make up their minds within 90 seconds of their initial interations with either people or products. About 62-92 percent of the assessment is based on colors alone.” For this reason the color choices used in marketing your product or service could be the difference between success and failure.
Brand Personality
Psychologist and Stanford professor Jennifer Aaker has conducted studies on this very topic, and her paper titled “Dimensions of Brand Personality” points out five core dimensions that play a role in a brand’s personality.
Brands can sometimes cross between two traits, but they are mostly dominated by one.
Color Psychology
Color psychology’ is the study of hues as a determinant of human behavior. Color influences perceptions that are not obvious, such as the taste of food. Have you ever tasted something that the color didn’t match your perception of the flavor? Kool Aid offers drink mixes that are colored differently than their flavor. Colors can also enhance the effectiveness of placebos. For example, red or orange pills are generally used as stimulants.
Color psychology is when used as a marketing tool can entice buyers to react favorably towards a product. The color of product packaging can entice a person to purchase one over another. The use of color in logos can give a brand a higher perceived value than another.
Color perception, however is not universal. The meaning of colors is dependent on social and cultural backgrounds.
Why Color is Important to Marketers
Color makes us feel things. It makes us react one way or another. Marketers can use these feelings and reactions to persuade buyers to purchase their products and services.
Choosing the right colors requires a lot of research to ensure that your brand makes the correct statement. By using colors strategically for your marketing efforts, you can get buyers to see, feel and react the way you want them to. Choosing the correct color can enhance brand perception, but choosing the wrong color can have the complete opposite. effect. For this reason, it is important to consider the psychology of color when developing your brand.
Color Meanings
The following information is based on the general population of the United States. It will vary by culture and geographical locations.
RED
Excitement, energy, passion, love, desire, speed, strength, power, heat, aggression, danger, fire, blood, war, violence. Red evokes strong emotions and marketers use it as a call to action. Brands that use red are Coca Cola (happiness), Target (reinforce brand), You Tube (excitement),
PINK
Pink symbolizes love and romance, caring, tenderness, acceptance and calm. Victoria’s Secret and Barbie are heavily invested in the color pink. Victoria’s Secret even has a brand called “Pink”. They target girls and women.
BEIGE
Beige and ivory symbolize unification. Ivory symbolizes quiet and pleasantness. Beige symbolizes calm and simplicity.
YELLOW
Yellow signifies joy, happiness, betrayal, optimism, idealism, imagination, hope, sunshine, summer, gold, philosophy, dishonesty, cowardice, jealousy, covetousness, deceit, illness, hazard and friendship. Brands like Farrari and Ikea are used to evoke happiness.
DARK BLUE
Dark Blue Symbolizes integrity, knowledge, power, and seriousness.
BLUE
Blue symbolizes peace, tranquility, cold, calm, stability, harmony, unity, trust, truth, confidence, conservatism, security, cleanliness, order, loyalty, sky, water, technology, depression, appetite suppressant. Blue is a favorite color in the tech industry. Facebook, Twitter and Skype all use blue. Retail giant Walmart uses blue to position themselves as being trust worthy.
TURQUOISE
Turquoise symbolizes calm. Teal symbolizes sophistication. Aquamarine symbolizes water. Lighter turquoise has a feminine appeal.
PURPLE
Purple can be used to depict Royalty, nobility, spirituality, ceremony, mysterious, transformation, wisdom, enlightenment, cruelty, honor, arrogance, mourning, temperance. Hallmark and Yahoo use purple.
LAVENDER
Lavender symbolizes femininity, grace and elegance.
ORANGE
Orange is for Energy, balance, enthusiasm, warmth, vibrant, expansive, flamboyant, demanding of attention. Nickelodeon targets children and orange represents creativity. Home Depot also plays on the creativity of orange as it markets to DIYer’s.
GREEN
Green symbolizes nature, environment, healthy, good luck, renewal, youth, spring, generosity, fertility, jealousy, service, inexperience, envy, misfortune, vigor. John Deere’s entire brand revolves around nature, so no surprise that they use green to promote this.
BROWN
Brown is earth, stability, hearth, home, outdoors, reliability, comfort, endurance, simplicity, and comfort. UPS is a great example of how a brand capitalizes on color. The logo, trucks and uniforms are all brown. UPS wants you to comfort in the knowledge that they will deliver.
GRAY
Gray symbolizes security, reliability, intelligence, staid, modesty, dignity, maturity, solid, conservative, practical, old age, sadness, boring. Silver symbolizes calm. Apple is probably the best known brand using gray.
WHITE
White is used to show purity, reverence, birth, simplicity, cleanliness, peace, humility, precision, innocence, youth, winter, snow, good, sterility, marriage (Western cultures), death (Eastern cultures), cold, clinical. Brands like Adidas and ASOS use white.
BLACK
Black can be seen as power, sexuality, sophistication, formality, elegance, wealth, mystery, fear, evil, unhappiness, depth, style, sadness, remorse, anger, anonymity, underground, good technical color, mourning, death (Western cultures), austerity, detachment. Black is used in Chanel and Nike branding.
Conclusion
While there are general rules and conceptions of color, brands can still be effective by strategically using colors that don’t fit the norms. Careful research along with focus groups can provide you with an “out of the box” color that will allow your brand to stand out from the crowd.
If you would like more information on how to strategically brand your next business venture, or grow a current one, please click the link below.
