In the world of marketing and brand building, colors play a very important role. However, it is not just a matter of aesthetics, but also has an impact on consumers’ psychology. Many marketers and advertisers have used color psychology to increase the effectiveness of advertising campaigns and brand building. In this article, we will explore the applications of color psychology in marketing and brand building.
The concept and role of color psychology in marketing
Color psychology is the study of how colors influence perception, attitude, behavior, and decision-making processes in humans. In the field of marketing, a study has shown that color psychology can increase brand recognition by up to 80% and affect 85% of customers’ purchasing decisions. That’s why it is considered an effective marketing tool, influencing how buyers perceive different brands and products.
Factors affecting the choice of brand colors
The process of choosing brand colors is not only a design decision but also depends on many different factors. Below are some factors that can influence the choice of brand colors
1. Gender
According to a study published by Kissmetric, blue is the favorite color among most male customers and over 1/3 of female customers. According to the same study, the color that is most clearly differentiated between genders is purple, with 23% of females and 0% of males liking the color. Therefore, purple is an excellent choice if a brand’s products and services are aimed at a female target audience.
2. Age
Younger customer groups are often attracted to colors with high contrast with clear bright or dark tones. Basic colors like blue, yellow, and red also tend to elicit stronger reactions from this group of customers. In contrast, as people get older, they tend to shift their preferences towards softer and less contrasting color tones.
3. Culture
Some colors have different meanings in different countries. Therefore, choosing colors based on cultural characteristics is an extremely important factor that brands need to consider when approaching their target customers. For example, Americans and Britons see blue as a positive color that evokes patriotism and a sense of tranquility. However, the meaning of this color changes completely in Iran, where blue is associated with mourning.
4. Purchase behavior
Kissmetrics data also shows that color affects the psychology and buying behavior of customers. People with strong personalities and impulsive buying behavior are often attracted to red, orange, black, and royal blue. People who tend to shop frugally often prefer navy blue and teal. Meanwhile, lighter shades such as pink and sky blue will appeal to traditional shoppers.
Applying color psychology in building a brand website
1. Blue
As the most common color, it’s no surprise that blue represents a wide range of benefits. The shades of blue often symbolize protection, loyalty, and responsibility. This may be why financial organizations such as PayPal, Visa, and Bank of America incorporate blue into their brand identity and website design. Although it is a popular and widely used color, some studies have shown that blue represents a natural appetite suppressant. Therefore, it is often less used in the food industry.
2. Yellow color
Yellow color is commonly used in traffic signs. In addition, according to The Logo Factory, it is also associated with sunlight, promoting feelings of optimism and cheerfulness. This is why it is often used to attract the attention of customers. However, this color also has a major drawback related to its ability to be read when standing alone. Therefore, the advice for brands to effectively apply yellow color in website design is to use it as a background color for the CTA button, while the text content inside has a different color.
3. Red color
According to WebFX, red color strongly impacts the emotions of shoppers. In marketing, red color is often used to increase pressure, create a sense of urgency, and evoke passion. It is also proven to be effective in stimulating appetite. Therefore, many food brands have chosen red color to attract customers, including Coca-Cola and KFC. Brands should leverage this color by adding red alongside or together with urgent notifications or creating high-pressure situations for purchasing decisions.
4. Black color
Although black is sometimes associated with negative imagery, it is a color often used by luxury brands. In addition to its mystery, black also evokes elegance, sophistication, and refinement. In color psychology, black represents authority and power. This explains why luxury brands like Prada, Rolls Royce, and Chanel all use black in their logos.
5. White Color
White Color White symbolizes cleanliness and minimalism, which also brings a sense of luxury to a brand. To use white color effectively, add plenty of white space to the landing page and use it as the main color for the CTA button in cases where the brand’s website background color is dark to create contrast.
In summary, in the field of marketing, a study has shown that color psychology can increase brand recognition by up to 80% and influence 85% of customers’ purchasing decisions. Color psychology is highly valued as an effective marketing tool, which affects the perception of the brand and the product by the customers.
Leave a Reply