All marketers have to consider the broad psychological impact that colors have on their prospects and clients. Choosing the right colors for signs, logos and marketing materials always undergoes a lot of debate. That said, many studies have been conducted into the subject of how colors persuade people. There’s one big caveat that applies to color when it comes to marketing; Despite what studies show in general about a color, personal preferences end up playing a huge role in the impact that color has on brands and marketing.
Using Color Psychology to Create Custom Business Signs, Logos and Marketing Materials
When Choosing Colors, Focus on Feelings to Increase Persuasive Reactions
- Color is a significant factor in swaying customers to make a “snap decision” to purchase. Check out this Virgina Tech article on the impact of colors on consumer purchase decisions.
- Customers make decisions about a brand based on whether certain colors “fit” the product or not.
- Research has demonstrated that people’s reaction to a color is even more important than their innate feelings about that color. If they feel it’s appropriate for that product or brand, they react favorably. This is one reason that general color choices that are optimized for the brand are possible.
- Colors need to support the brand’s “personality” more than exhibit individual traits.
- Image, mood, and feeling are the key drivers of a brand’s persuasive capabilities.
Testing Helps Reveal the Best Color Choices
Color is yet another element that requires testing and optimization. There’s no way to be exactly sure of what impact a color choice will have on people without extensive testing. Context and cultural considerations must always be taken into account. Not every culture or person will view color in exactly the same manner. It’s worth trying to get the most impact possible, though, because color has been shown to be a branding element that inspires product loyalty while helping to increase sales.
You’ll probably want to test the impact of your color choices on gender and age, as well. There appear to be distinct differences between perception of colors that are largely dependent on key demographic factors. Once you have your ideal customer marketing avatar created you’ll be able to make your brand and marketing color selections with a high degree of confidence. Dialing in age, gender, economic data, and key psychological preferences will allow your team to create branding that is dynamic and highly profitable. Color remains an incredibly powerful tool in any marketer’s arsenal.