The use of color in marketing is very important as colors always have a profound impact upon the minds of the audiences. That said, marketers should choose it very carefully. The behaviorism of color, when it is related to promotion of the brands and the company, is the most interesting and controversial part of marketing, both online and offline. Discussions regarding colors and persuasions is quite common today. If you are interested in knowing more about the importance of color in branding, keep reading.
Importance of color in marketing
Colors play a great role in bringing about certain responses from consumers. Each color elicits an emotional response. Colors, therefore send different messages to consumers and can encourage them to make purchases or to follow a certain company.
According to a study on the impact of color in marketing, researchers found that customers are inclined to favour specific colors which make a total of 90% sales of both the online and offline products. The interactive effects of colors, another study, points out the usage of color in branding. It tells us mainly about the relation between color and brand is contingent upon which colors are used. Therefore, a color should fit a product perfectly.
Exciting Red and Competent Blue is another study which reveals that human brains always go for brands which are recognized, thus making the use of color is very essential while creating the identity of the brand. The same thing is also suggested in Color Research and Application where it was clearly stated that the business owners both small and large should pay great attention in choosing the color in designing their logos so as to stand out in this competitive world of business. If all of your competitors use blue in their logo, you can differentiate yourself by using purple.
Long story short, -it confirms that purchasing intent is greatly affected by colors due to their effect on how a brand is perceived; colors influence how customers view the “personality” of the brand in question. Who, for example, would want to buy a Harley Davidson if they didn’t get the feeling that Harleys were rugged and cool?
These studies show that colors also provide a window to the personality of the owner as well as the products.
Preferences of color by male
Joe Hallock’s “ColorAssignments” shows that men prefer colors like white, black, grey, and silver for cars.
It is very important to note that one’s cultural perceptions play a great role in determining the appropriateness of color for gender, which ultimately influences the choices of the individuals. A coverage by Smithsonian magazine gave a detailed description of how boys became more inclined towards blue color leaving the pink color for the girls. While 57% men preferred blue color, 35% of women like that color. Quite interesting, right? Actually, there is a long list by Joe Hallock which highlights both the most favourite and the least favourite color of men and women.
Additional researches related to the psychology of color show that when it comes to tints, shades and hues, men prefer bold colors while most of the women prefer soft colors. Moreover, men generally opt for a shaded color with a little mix of black. And women find themselves more inclined towards tinted colors with shades of white.
Relation between color co-ordination and conversion
For conversion points on some websites, debunking the “best” color has been a very popular topic. It is because there is no definite single color which is ready for conversion. According to the principle of psychology known as Isolation Effect, people remember something more when it completely sticks out from its surroundings. This principle is effective in the case of marketing too.
Relax your mind, think straight and choose your logo and branding color effectively to stay in the minds of your customers forever.
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No matter what type of personal brand, business or organization you are running, having a great first impression means everything. One of the best ways to deliver a lasting impression is through the use of a high-quality logo and professional images and designs throughout all of your products and branding.
There’s still no cheat sheet for choosing the perfect color in sight. In fact, we may have raised more questions than answers.
We know, your mind is peppered with lots of ‘maybes’ and ‘sort ofs’. But that doesn’t stop us from imagining critically about it. We challenge preconceived notions and to raise better designs with the most apt colors.
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