In the world of digital marketing, the most used and neglected tool is colors. Color plays a vital role in understanding the psychology of human behavior. Not only this, color impacts consumers’ behavior and helps them shape their decisions. Different colors depict different emotions and are associated with distinctive things. They also help marketers acknowledge the psychology of consumers which impacts businesses to grow.
The Psyche of Color
Psychology is directly related to the state of mind. It directly impacts the mind by conveying so many emotions and messages through itself. Color has the power to attract consumers, communicate with them, and can affect their psychology.
Colors & their Depiction
Each color depicts a strong emotion directly related to the consumer’s behaviors. This concept is widely used by marketers to influence consumers. Brands use specific colors to advertise and promote their products and services. The widely known and used color categories are warm, cool, and neutral color.
Warm Colors depict Warmth
Warm colors including red, yellow, and orange portray strong emotion. Red color draws many emotions, it depicts anger, love, strength, and fire, and it is associated with romance and danger at the same time. Orange depicts confidence, success, and bravery, whereas yellow depicts sunshine, warmth, and creativity.
The colors that illustrate food and hunger are red and yellow. McD is a good example of this combination. Such colors help in making quick decisions.
Cool Colors depict Calmness
Cool colors such as blue, green, and purple portray calmness. Blue color draws trust, loyalty, and skill. Green represents freshness, nature, health, and healing, whereas purple portrays royalty and luxury.
The blue color is an ideal choice for technology industries, a good example of this is Facebook and HP, whereas green is an ideal choice for the health sector and environmental societies.
Neutral Color depicts Neutrality
Neutral colors include white, black, and grey. White color portrays pureness and clarity. Black depicts power, and luxury, whereas grey depicts balance.
Colors Influence Business
Every color has something to say and conveys a strong emotional message. Each brand uses color marketing to create a psychological impact on customers. For Instance,
COCA-COLA – Iconic Red
The red color of Coca-Cola is the proof of power they put into the brand. Red is the central theme of Coca-Cola which represents happiness and strength. The constant use of red made Coca-Cola identifiable worldwide.
Bright Yellow of McDonald’s
McDonald’s logo comprises two colors red and yellow. Red emphasizes appetite whereas yellow emphasizes happiness and friendliness. Yellow is the main color of the logo. It visually looks appealing and attracts consumers.
The Orange of Swiggy
The orange color revives the minds and makes people feel hungry instantly, which in turn helps Swiggy to draw the attention of the customers. The unique design of Swiggy makes it easily noticeable to customers.
The Calm Blue of Facebook
Facebook uses Blue in its logo to picture calmness and connectivity. It builds togetherness and loyalty among the users. According to Mark Zuckerberg – “Blue is the richest color for him, as he can see all shades of Blue.”
The Calmness of Purplle
Purple color represents luxury and the brand Purplle knows how purple impacts the psychology of women. Women love every shade of purple.
The Positivity of Green in Spotify
Green color focuses on freshness and Spotify does this through the playlists it has. The green color of its logo speaks about harmony and makes people comfortable through its songs.
Color – A Guide to Decision
Colors play an important role in decision-making, you might be wondering how. While buying something a person should notice the color, if the color suits them, it is according to the taste of the consumer then only the person made a purchase otherwise not. That is why every brand focuses on color to make a larger impact on the audience.
Hue to Attract Minds of Men & Women
Some colors are made to attract a particular gender and are denoted to them with lots of love and respect.
Have you ever noticed why every beauty brand has pink, purple, and red in its logo? Because these colors and their shades attract women a lot.
Whereas grooming brands use blue and black in their logo as these colors attract men.
Conclusion of Color Marketing
Besides psychological things color is used as a strategic tool to attract the minds. Color plays an important role in marketing and branding in the field of digital marketing. Marketing focuses on colors for quick decisions, driving emotions and success.
