Psychology of Color in Marketing: How Colors Sold

Why is the red of Coca-Cola is as iconic or the blue Facebook so recognizable? The answer lies in the psychology of color, a powerful tool that brands use to emotionally connect with consumers and build brand awareness.

Color as a Universal Language

The color is a universal language that transcends cultural barriers. The colors evoke emotions, and specific associations that may influence the perception of a product or service. To understand this relationship, marketers can design strategies branding more effective.

Color psychology in Action: Practical Examples

• Red: Stimulates the appetite, creates urgency and calls attention. It is ideal for products related to fast food or the limited-time offers.
• Blue: Conveys confidence, peace of mind and reliability. It is common in technology brands, banks and airlines.
• Green: Associated with nature, health, and growth. It is used by brands of organic and non-profit organizations.
• Yellow: Wake up to the joy, happiness and care. It is used to highlight important elements in a design.
• Black: It represents elegance, sophistication, and power. It's popular in luxury brands and premium products.

How to Apply the Psychology of Color in your Marketing Strategy

1. Define your brand: What emotions you want to evoke? What is your target audience? The colors need to be aligned with the personality of your brand and values you want to convey.
2. Creates a palette of colors consistent: Uses a color palette that complements your logo and extend to all your marketing materials.
3. Considers culture: The meanings of the colors may vary between cultures. Investigates the connotations of the colors in your target markets.
4. Performed A/B testing: Experiment with different color combinations in order to determine what works best with your audience.
5. Adapt the colors to your target audience: The colors that appeal to a younger audience may not be the same that attract a more mature crowd.

Success cases

• Tiffany & Co: The iconic color of Tiffany blue has long been associated with luxury and elegance for decades.
• Coca-Cola: The red of Coca-Cola is synonymous with happiness and celebration all around the world.
• Facebook: The blue Facebook conveys confidence and connection.

Conclusion

Color psychology is an invaluable tool for marketers. By understanding how the colors affect the emotions and decisions of buying, you can create marketing campaigns more effective, and build strongest brands.