As a marketer or designer, a powerful tool you have in your brand bible is the use of color to reflect personality and influence consumer behavior.
We are visual creatures and color plays a huge role in influencing what we purchase – more so than we think. It’s for this reason why experiments should be undertaken on buy now buttons and on
Often through experimentation, you’ll find that color alone can increase the conversation rate for your target audience. For example, older people like blue, purple, and green, while younger people are more into yellow, red, and orange. As we age, our preferences tend towards the darker and cooler colors of shorter wavelength over the excitatory, long wavelength colors.
Break out your brand guidelines and learn how to evoke emotion in your marketing:
Marketing and color psychology
White is neutral. As a rule, it serves as a background against which any information is perceived easily. It almost never causes negative associations and is associated with purity, youth, and light. Using white as a predominant brand
Great brand examples: Apple, Adidas, Lancome, Michelin, Vans, Nike.
Black has always been fashionable; it evokes feelings of solidity and high quality. It’s linked with night, mystery, and sadness, but also security, authority, power
Great brand examples: Louis Vuitton, Gucci, Prada, WWF, The New York Times, Cartier, Zara.
Purple contributes to the adopting of creative solutions. It is a color of abstraction and inner concentration, popular among creative people. Purple conveys wisdom, artistry, inspiration, nobility, and mystery. It’s perfect for advertising with an accent on creativity. Purple crops up in brands that push for prestige and extravagance. Purple is still a large favourite for females.
Great brand examples: Hallmark, Cadbury, FedEx, LA Lakers, New York University (NYU)
Blue calms, adjusts the user to rational decision-making, does not excite the mind or cause negative emotions. At the same time, it’s one of the best colors to attract attention. There are no natural blue foods in nature which is why it suppresses appetite and is not commonly associated with large food brands, however, it can help you stand out in your space. Brands such as Nivia, American Express, Facebook, Visa
Great brand examples: Facebook, Dell, PayPal, Intel, Skype, Volkswagen, Unilever, IBM.
Green can provide healing and relaxing effects by its neutrality – and it’s preferred equally by men and women which is why it’s so often used in advertising of medicines, clinics and health centers. It’s associated with life, nature, harmony, naturalness, and kindness. Health-driven brands, pharmaceuticals
Great brand examples: Starbucks, TicTac, Wholefoods, Perrier, LandRover, AnimalPlanet, Spotify, Subway.
Yellow is welcoming, can make the advertised product “intelligent” and help to absorb new ideas. Yellow works best in advertising of children’s goods and reflects feelings of warmth, holiday, joy and freedom. Shades of yellow can look dirty and be a challenge on eyesight, but designers can work magic with inspiring feelings of youthfulness, intellect
Great brand examples: The golden arches of McDonald’s, PostIt, Yellow Pages, Bic, Snapchat, Warner Bros, National Geographic.
Orange causes a surge of vital energy and protects customer against the negative impact of external factors. Orange can make the consumer more active suggesting movement, sociability, cheerfulness
Great brand examples: Nickelodeon, FedEx, The Home Depot, TNT, EasyJet, Jet Star.
Red stimulates the consumer to take immediate decisions and commit to rash actions, so it’s effective with sales and thus typical for advertising. The semantics of red raise feelings of passion, life, will, activity, loudness
Great brand examples: KFC, Burger King, McDonald’s, Virgin, Ferrari, Coca-Cola, Netflix, CNN, Bugatti, Alfa Romeo, Tesla.
Great brand examples: Hello Kitty, T Mobile, Roxy, Barbie.
Ultimately it comes down to appropriateness and fit
The truth is, if you have a crappy product, you’re not going to fix it by slapping a blue logo on it. But if you’re responsible for marketing the brand, play to its color advantage and associate matching imagery and wording to reinforce the feelings to influence your audience.