Applying color psychology to your company’s marketing is a great way to stimulate feelings in people.
In fact, it’s even more than that. The colors you and I see can influence our moods.
They influence our organism and make us, from there, make decisions based on the experience we had.
So imagine now the psychology of color applied to marketing.
Capitalizing on this action and reaction is something that is certainly interesting for businesses in any segment.
Provided, of course, you use the right color for what you want.
This article for today will talk about what color psychology is and why it is important.
But, let’s go further. We will explain the meaning of each color and how it can be applied in various marketing situations.
By the end of the content, we hope you have understood a little more about its concept and also how to use it.
Let’s check it out?
What is color psychology and when did this term come about?
Have you ever thought of a study that said how colors affect our emotions and senses?
That’s what color psychology does. Discover what information colors convey to us and what actions and reactions are based on it.
But if we want to understand this a little better, we need to go back in time. Go back a lot in time.
In 1666 Isaac Newton discovered primary colors. This happened when he saw that white light, passing through a prism, split into several other colors.
And, the mixture of these primaries – several combinations between them, in fact – generated the secondary ones.
This discovery influenced a German scientist by the name of Johann Wolfgang Von Goethe. He is the author of the book Theory of Colors, written in 1810.
The publication brings that the visualization of color does not depend only on the environment and light. It is necessary to take into account the perception that each person has about the object individually.
From new studies, the term “color psychology” came up. It is the analysis of how a color is perceived by human beings.
How the brain processes the information the eyes pick up on seeing it.
And this is totally associated with the emotions that we all feel. There is a direct influence on the physical and mental state of any individual.
Who contributed decisively to this was the German sociologist Eva Heller. His research – still current – directly influences who works with color.
That’s because she was able to identify some patterns that are engraved in the memory of all of us. And everything is recorded in your book.
And the sources that supply it are numerous. A lot of information we have comes from the context in which we are inserted at each moment.
Others, however, come from cultural and even social constructions.
Which, over time, tends to vary – especially due to the changes that occur in all of our lives.
Importance and meaning of colors for marketing
But why is understanding color psychology important to marketing?
As we have seen, they are directly linked to our vision, right? More than that, they stimulate our brain and provoke it to react. Whichever way it is.
Every color, every shade, leads people to have a perception, however subtle it may be.
From that, opens up a huge range of possibilities for marketing to explore.
Also because, according to Quick Sprout, 85% of consumers take into account the color when buying a product.
And this is present in advertising photos, advertisements, and packaging, among others.
There will be a reaction to them, positive or negative. And, in the case of the first, it will bring the sale much closer to taking place.
But, before we go out and open the color palette and put a rainbow everywhere, let’s know the meaning of each color?
This is a color that conveys the idea of welcoming, optimism and also hope. It’s also used to get people’s attention, making them focus on something immediately.
That’s why it is common for some CTAs (Call to Action) and also websites to have elements in this color. They give a sense of security about a company’s business.
Yellow is usually associated with hunger. Brands use it to stimulate appetite. No wonder well-known brands like Burger King and McDonald’s use them constantly.
There are different shades of blues. The darkest is related to confidence, power, and autonomy.
It is widely used in the corporate environment so that this safety message is quickly passed.
The light blue, on the other hand, gives an idea of success and greater productivity. As a representation of the color of water, it also conveys freshness.
White is a neutral color and symbolizes peace in every corner of the world. So it brings a feeling of tranquility and harmony.
It alone doesn’t have as much effect on marketing. But when combined with some other shades, it makes for an interesting contrast.
No wonder it is usually background of blogs, emails, among others, with a CTA of another color that stands out.
This is another neutral color, which has a similar utility to white – even because it is a combination of black and white.
Its meaning meets professionalism, responsibility.
It’s common for technology companies to combine it with other colors. This helps to convey an image of modernity and innovation.
Orange is a color that inspires dynamism, movement.
It is widely used in sports for having elements such as balls, courts and tracks in this color.
The vibration of that color passes energy. In addition to helping to captivate customers, especially for the confidence and energy it transmits.
Brown, on the other hand, follows a more serious, even sophisticated line. It is a more elegant color and also linked to a more rustic concept.
It is common to be used by interior design companies, for example.
Thus, they manage to convey a sense of organization and engagement.
Another neutral color, black conveys an immediate feeling of elegance and strength. This is something that is directly associated with power.
The combination of it with other colors has several meanings – not just in marketing.
It is commonly used in typography and its combination with the white background is, without a doubt, something quite common to see.
Pink brings a delicacy and an innocence in its lightest tone.
It is, more commonly, applied to brands that have children as the ideal customer profile. Whether to sell clothes or even food like candy.
Dark pink, in turn, is associated with modernity. It awakens the desire to consume innovations in products and services.
Purple conveys a sense of nobility and wisdom. Its meaning brings emotions associated with tranquility and peace of mind.
Its application is common in health clinics, beauty products…
In short, everything that brings well-being to physical and mental health.
The relationship between green and nature is inevitable and immediate. But it also reminds us of health and harmony.
It also brings an idea of freshness, again because it is linked to nature. No wonder some brands exploit this in their hygiene products.
If we think about the corporate scope, companies that use green convey an idea of coherence. Especially regarding customer service and the relationship with it.
It’s a color that arouses urgency and never goes unnoticed – that’s why it is often used in promotions.
It stands out in any environment and, because it gives an urgent feeling, it is also used as a symbol of hunger by food companies.
In addition, there are other messages she sends such as: danger, blood, anger, heat, power, excitement, among many others.
The psychology of colors applied to marketing and sales
Now that you know a little bit about the meaning of each color, let’s understand how you can use them to your advantage.
As a matter of fact, you need to have a very well structured initial work for your business.
The first step is, from branding onwards, to think about all your communication using color psychology in the right way.
But to do this, answer a few questions: what message does your business want to send? Or better: what message does your business persona need to receive?
You see, it is necessary to analyze all the points. Make a correct market segmentation.
Analyze the competition: how does it communicate?
You cannot go unnoticed by your customers. The characteristics of your business need to be clear without a word being said.
Stir your consumers’ emotions. Open the color palette and apply them correctly in advertising materials, presentations, campaigns, website, blog…
Use some marketing tips to get the best results.
To help you, we’ve set out some ways to apply color psychology. Thus, your company will be able to generate more leads and, of course, sell.
Want to see?
Colors for decision making – positive or negative
One of the main reasons for using color psychology when selling is to influence the customer’s decision making.
If we think about ecommerce, colors play a central role in who is in doubt about buying or not.
Some numbers brought in the survey developed by Quick sprout say that:
- colors influence consumers’ perception of price;
- 80% of consumers, just by color, are already able to recognize brands;
- Color ad effectiveness is 26% higher compared to black, white and/or gray versions.
In addition, there are some interesting data on gender:
- Women have more resistance to colors like orange, brown and gray; however, they prefer blue, purple and green;
- Men have more resistance to colors like brown, orange and purple; however, they prefer blue, black and green.
On top of that, it brings some colors “to be avoided”:
- light pink, for referring to a specific gender and conveying the idea of weakness many times;
- gray, for being a neutral color and representing loneliness and sadness;
- black, for being associated with exclusivity, but also referring to death and fear;
- blue, for having calming, non-stimulating effects;
- Brown, for being used alone bring a feeling of boredom.
Colors to build trust and sell more
Here, we’ll talk more about campaigns and emails you send to your customers, especially on outbound marketing strategies.
But, first, we need to say that it is essential that you structure your website, blog and social networks within the colors of your business.
That they convey what you want to convey to customers and that they make sense within the company’s mission, vision and values.
That said, color psychology helps a lot in your lead generation strategy.
Let’s skip the part where we said “it depends, because not all people are the same”.
After investing in good content (which is essential), think about tinkering with the colors of some elements such as banners and mainly CTAs.
That said, if you are…
- announcing a very important promotion, invest in red tones;
- talking about advantages of your product or service, bet on shades of dark blue or dark green;
- communicating with base customers, use lighter shades of blue;
- telling you something new or showing you a new product, both orange and blue make sense;
- Wanting to attract people’s attention, a more yellowish aesthetic can work very well.
There are several color possibilities for you to generate leads.
Combined with a good inbound marketing strategy, the use of the correct colors can awaken the right feeling in the potential customer. And that makes you confident to give your data, for example.
Thus, you will have a person much more predisposed to buy. After all, she will have already had a positive feeling when contacting the brand.
Be a positive influencer
Use the colors to your advantage without being afraid to combine them. Hardly a single color will be able to convey the message that your company needs to give to customers and the market.
That is why:
- Use colors that match each other but also contrast with the website background and CTA button;
- Choose solid colors, among so many options, to arouse stronger reactions in consumers;
- Opt for a cleaner look, without so many elements, so that the colors can communicate;
- The text color needs to dialogue with the CTA, banner and also website or email marketing colors.
Also, be aware of some important things when capturing customers especially.
Do A/B tests, change the placement of elements. But above all, always deliver value to whoever you are prospecting.
After all, without doing this, there is no color palette in the world that will give you the results you need to achieve the goals and objectives you need.
So, how can we help you?
Enjoy and read two articles that will help you in your day-to-day business.
The first one talks about how to attract customers to companies every day.
The second talks about growth hacking and how it helps your business to be better every day.