Color influences 93% of consumer purchasing decisions, making it the most impactful factor in consumer decisions after price. Understanding the power of color psychology can help brands launch themselves into greater success and recognition.
Colors interact with the brain and have direct impacts on our emotions and desires. When used correctly, this powerful influence can forge strong connections between brands and customers, increasing loyalty. Colors are also adept at conveying subtle messages, allowing brand marketing to pack a stronger punch in a concise manner.
Before implementing color theory, it is important to understand the meaning behind different colors. Brands can use red to draw attention to a product or sale and instill a sense of urgency. Blue calms customers and generates feelings of trust. Green is often used to connote eco-friendliness, nature, and a sense of calm. Other popular colors in branding include purple, black, and orange.
Other considerations in using color marketing include an understanding of the target audience, as different audiences respond differently to certain colors. It is also important to remember that colors have different meanings across cultures. Depending on the target country, a brand may consider changing its marketing strategies.
Color psychology is an important tool in effective marketing and can significantly increase sales if used properly. 85% of customers make purchasing decisions based on color, so harnessing the power of color is critical to a brand’s success.