A Guide to the Usage of Colors in Marketing

Marketing is an adept association of various things coexisting in perfect measurements. One of its facts is the use of colors which has been interesting and controversial at the same time. Colors add up to the psychological decision-making procedure and thus there is an in-depth analysis of the color theory.

 

The importance of colors in branding

Branding is one of the most important areas where there are several issues raised when it comes to the choice of colors. The issues revolve around color perceptions and the idea to relate the branding with that concept.

The experts have made efforts to distinguish consumer behavior by connecting it to the response they provide to different colors.

Here are some colors and the emotion guide along with their proposed definition by experts.

•    Yellow the color of optimism: For clarity and warmth

•    Orange the color of friendliness: Cheerful and confidence

•    Red the color of excitement: Youthful and Bold

•    Purple for Creative: Imaginative and Wise

•    Blue for Trust: Dependable and Strength

•    Green for Peaceful: Growth and Health

•    Grey for Balance: Neutral and Calm

Experts also mention that these are general concepts which are prior to change as per personal experiences. Impact of color on marketing is a study made by researchers and in that it was found out that 90% of one shot judgments are done on the basis of color and the type of product. There are several studies that showed brand and the color appropriateness depends on the product or service that is being offered. The results found out that colors are essential to build up the personality of the brand. The look is important to create an impact on the buyers where color is one of the most important factors.

 

Differentiate from competition

As per some experts, it is important to use colors to make your brand recognizable and fixing a brand identity. For e.g. Zomato and Swiggy are both food related brand but the mono-color of the logo helps people to identify and create a distinct difference between the two competitor brands.

Psychologist and Stanford professor Jennifer Aaker in her paper “Dimensions of Brand Personality” pointed out five core dimensions that play a role in building a brand’s personality.

Source: www.helpscout.net

Here experts mention that it might happen that a particular brand has two different kind of traits and the colors are by that way different. Here the focus must be on the dominant trait. The color must support the personality that you want to portray and for that, if it is necessary, you have to move out of the stereotypical color associations.

 

The color brown

Experts say that this color has always invited controversies when it comes to analyzing the likeness of the color. In many studies, it has been found out that the color is generally disfavored by people. Brown can use a rugged appeal to a brand or a warm and inviting feeling. Brown, whereas is the color of toughness on one hand and on the other hand brown, is also the color for tantalizing yummy chocolates.

 

The likeness of colors on the basis of gender

In several studies, it has been found out that the color blue has a popularity in both the genders. Purple has got the greatest disparity. In a study, it has been found out that blue and green are the leading favorable colors and are followed by black which was predicted to have a higher likeness among men.

Extra research in studies focused on color perception and color inclinations that demonstrate that with regards to shades, tints, and tones, men, for the most part, lean toward intense hues while ladies favor milder hues. Additionally, men will probably choose shades of hues as their top choices (hues with dark colors like black included), though ladies are more open to tints of (hues with white included).

Despite the fact that this is a fervently discussed issue in color hypothesis, some marketers do not find any real reason for it. Brands can, without much of a stretch, work outside of sex generalizations and many have been compensated for doing in light of the fact that they break such stereotypes.

 

Color coordination

There is a psychological principle which is known as the Isolation Effect that states that an object which stands out is more likely to create an impact and stay on the mind of the viewers. A research clearly showed that people are able to identify and remember an item very easily when it is different from the surrounding. Be it in the form of text or image the results have remained the same.

When it comes to color coordination, it is very important to create a visual structure. This structure of color coordination should have a base of analogous colors. The contrast should be done with complementary colors which can also be tertiary colors. The responsibility is high on the choice of colors of the designer working. The specialist should know the hierarchy of colors and as per the knowledge set the background, base and the accent color.

Sometimes a change in the color of the button can increase the conversion rates. In an instance when the color of a particular button was changed to red there was an increase in conversion of 21%. Here the note should be taken that the rest of the page was green and the call to action in the contrasting color was separated and assured that it does not blend with the base color.

 

Experts say that there are several other additional factors other than the analysis made by experts. Personal preferences, user experiences, the upbringing of the individual, difference in cultural assets, and the context of the color shares a considerable amount of contribution when it comes to making choice of colors. So experts say that the idea that colors like purple and yellow are able to activate some kind of super exciting emotions is about as accurate as your standard palm reading. But the experts also do not deny the fact that there is a lot to learn about colors and analysis is only possible when the basic idea is there.