Article from Heritage Bank of Nevada's Business News ()
December 17, 2018
Marketing Psychology: The Importance of Color
Choosing the right color to suit your brand’s personality

The colors your company uses for advertising and marketing materials affects consumers more than you might think. According to the Institute for Color Research, a consumer takes just 90 seconds to make a subconscious judgment about a product, environment or person — and 62 to 90 percent of this judgment is based solely on color. In addition, 84.7 percent of people admit that color is a primary reason they purchase a certain product. Color can also impact how consumers perceive your brand’s personality, marketing strategist Gregory Ciotti shared with Entrepreneur.

By applying some basic principles of color psychology, you can increase the effectiveness of your company’s marketing efforts.

Warm colors

Yellow is associated with the heat of fire and the sun. Color theorists consider it a high-arousal color, which means that it stimulates the mind and nervous system while energizing viewers and catching their gaze. Brands that incorporate yellow into their logo and advertisements are associated with a youthful, optimistic personality. Some brands that use yellow include Sun Chips, IKEA, IMDb and National Geographic. Yellow is a great color for marketing a company in the heating repair or travel industries.

Orange brings to mind energy, balance and warmth, though it can also convey aggression, caution or a call to action. Some entities that use orange in their branding include Harley-Davidson, Firefox, Nickelodeon and Amazon. If your business is in the construction or farming industry, orange can be a great choice.

Red can create strong emotions, aggression and feelings of power. It can also stimulate appetite and increase heart rate, as well as encourage people to take risks. Target, CNN, CVS, Exxon and H&M are all examples of using red for a marketing edge. Red is a great color for your brand if your corporation is in the fitness or retail industries.

Cool colors

Blue brings to mind the sky and sea and stimulates feelings of security, cleanliness, order and stability. Fast Company contributor Rachel Gillett explains that corporate businesses choose blue because it is non-invasive and conveys a sense of productivity. Lowe’s, Walmart, Ford, Facebook, General Electric and Dell are just some of the companies that leverage blue to their advantage. If your business is in the finance, real estate or corporate industry, blue can enhance your brand.

Green is associated with nature and healing. It can also symbolize good luck, tranquility and growth. Starbucks, Animal Planet, Land Rover and Whole Foods Market use this shade to great effect. Green can enhance your marketing if your business is in the education, environment or agriculture industry.

Purple is a low-arousal color that conotates a sense of calm, spirituality, mystery and royalty. It’s also associated with creativity and success. Syfy, Hallmark, Yahoo and Wonka use this shade in their branding. It’s also a common color for anti-aging products.

Neutral colors

White, black, gray and brown fall outside of the two major categories of “warm” and “cool.” White suggests purity, simplicity and cleanliness, while black represents luxury, style and formality. For example, Prada, Chanel, Apple and Disney all use black.

Gray is associated with balance, impartiality and neutrality. Many legal and counseling entities use gray in their branding. Brown has a masculine, rugged and durable connotation. Companies that use brown in their marketing include UPS, Cotton and Cracker Barrel.

By applying the principles of color psychology, you can enhance the message of your brand and boost the impact of your marketing.



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