Designers and artists use colors every day to create retail displays that are visually appealing. Marketers can also apply color theory in marketing in order to attract more consumers for their products or services. But using color theory correctly is one of the most important parts.
Start using a color palette more effectively.
There are associations with colors that marketers can use depending on the personality of their target audience. Consumers respond better when certain colors are used according to studies about what appeals to people.
It is important for marketers to understand these associations about color in order to influence consumer behavior.
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Why Use Color Psychology?
Colors influence the mood and feelings of people. They can make consumers feel happy or sad depending on what feelings are associated with each color. For marketers, it is important to use colors that will bring positive emotions for them to achieve their sales and marketing goals.
By having a better understanding of the psychological effects of colors, it will be easier for them to apply this knowledge in creating effective marketing campaigns that target specific consumer groups.
The Color Red
In marketing, the color red is associated with 'passion'. It is a very intense and energetic color that can draw attention from consumers. The color red also represents love and romance, which means it may be a great choice for branding for products or services related to this concept.
On the other hand, the color red evokes negative connotations of danger and blood. Marketers have to take these aspects of the color red into consideration before applying it in their marketing strategies.
The Color Yellow
The color yellow is usually associated with happiness and positivity due to its bright tone. It also stimulates hunger, which makes it perfect as a marketing tool for fast food chains or restaurants serving breakfast foods . If used in small amounts, the color yellow has a very refreshing feeling.
However, when it is overused in design, the color yellow can create feelings of frustration and anxiety. This association with the color yellow can be used positively by marketers for products that want to convey energy and happiness such as sports cars or power tools.
The Color Blue
People usually describe the color blue as cold but also tranquil and calming. It has a soothing effect on people because it represents trust and security. This is why most hospitals and financial institutions use blue in their logos.
Marketers must take note, however, that this color may not appeal to some groups of consumers who are more confident with bright colors compared to softer ones. The best way to use blue in marketing strategies is for products aimed at putting people's minds at ease such as pharmaceuticals and spa services.
The Color Green
In color psychology , the color green represents growth. It is also a symbol of nature, which makes it perfect for companies that have products related to eco-friendly living or using renewable energy sources.
Marketers should use this color carefully since it may convey a sense of jealousy and envy among certain age groups. When used in too much abundance, the color green will appear dull and lifeless so marketers should only apply it in small amounts whenever possible.
The Color Orange
Orange evokes feelings of happiness and joy due to its bright tone. Marketers can apply orange when creating marketing campaigns for products that they want associated with leisure time such as vacation packages or cruise ships.
However, the color orange is related to risk-taking and impulsiveness so marketers have to be careful in using it for their products.
Pro Tip: Just using a POP can help increase sales! Be sure to design it with the right color.
The Color Purple
Purple represents royalty, which means it can be used by marketers of high-end products such as jewelry or luxury cars. However, it might not appeal to younger consumers since purple is associated with wealth and sophistication.
Marketers may also use this color for soothing skin care products or professional hair dyes.
Market Research on Color Psychology
Since people are often influenced by colors without them even knowing it, marketers will find market research about color psychology extremely useful when creating effective marketing campaigns.
It will help them better understand what associations different demographics groups make with certain colors and how they can use this knowledge to convey the image they want for their products.
It should be noted that color psychology is not an exact science and it does depend on individual associations with colors. Marketers also have to keep in mind that people are usually attracted to bright colors more compared to pastel tones.
So marketers who are aiming for a youthful but sophisticated market will find bright colors like orange or red effective. While those looking for an older audience may want to use blue or green instead.
Regardless of the product , marketers can take advantage of the vast body of research about color psychology by using these tips when designing marketing campaigns.
Create A New POP Display Today!
Now that you know a little bit more about how color psychology can be used in marketing, why don't you try it out for yourself? Maybe your company is planning on launching a new product and want to make sure they're using the right colors.
Or maybe your company needs help creating materials to promote an upcoming event. Color is everywhere so understanding its significance can make all the difference between effective and ineffective marketing campaigns.
