Did you know that colors affect how we think and behave? Believe it or not, the color guide our eyes to the place where we are and encourage us in a variety of activities – aggression, love or soothe us. But the colors depends on how we interpret something. You always give your loved one a red rose, a symbol of love, and the yellow color will be avoided because it means jealousy.
We will try now and find another example in which the color completely changed the context. Golden Star, for example,on the blue background is just a star. But if we put red star on a white background, it will make us remind of communism and socialism. Now you understand, right?
Colors putting content in context or completely change it. For all the above reasons, it is important that you, as head of the company or marketer understand their psychology. You have to understand how colors in marketing affect customers. It affects your sales. You know how difficult it is to stand out from the all marketing content around us. With colors you can cause a variety of emotions in your customers.
The colors will encourage your audience to feel what you want to and to do what you want them to do. Of course, to succeed in doing so, you first need to determine your target audience. Who is your target audience? Teenage girls, young mothers, bodybuilders or managers?
Learn how to choose colors that will get under the skin of your customers
Consider whether the logo and advertising materials of any well-known brand, you will see that they are constantly using the same colors. For example, T-Mobile uses intense pink, Milka purple, Starbucks green and so on… And these colors are not only pulled through the logo, but also through text, photos publishings and even TV commercials.
But the question that probably troubling you is – how to choose colors when creating a logo? For starters, take in hand a book with color printing. Choose two to four colors that will be used consistently throughout all your appearances in public.
Selected colors you should use:
- on your website,
- on the web shop,
- in everyday newsletter e-mails,
- when creating brochures, as well as
- for marketing on social networks.
The fact that you use the same colors over and over, will help consumers start to recognize your brand by a particular color. Of course, you will select the color that reflects the feeling that you want your customers have. Every color carries its own code under which the designers can identify it and so in your promotional materials you should use the same shade of the selected color.
For example, many IT companies such as Facebook, Twitter, Dell, IBM, HP, use blue because it symbolizes trust, intelligence and progress. While, for example, bright red color exudes confidence. The colors that you choose for your brand should reflect the “policy”. If you have a brand that you want to attract a young audience, you should use bright colors, as well as those that are on the outside of the color wheel. On the other hand, pastel colors are for the “softer” brands. To find out more about colors in marketing, check out infographic below which shows the the psychology of colors in marketing: