The psychology of color is the most interesting study, basically how different colors influence human behavior and decision-making. Colors have various meanings, connotations, and psychological effects that vary across cultures. Personal preference heavily influences color psychology, as do cultural differences. Color theory is used extensively in color psychology. It is the practice of mixing and matching different hues to investigate concepts such as color perception and the effect of color combinations.
What Is Color Psychology?
Scientists in the field of color psychology observe how different colors have different meanings, connotations, and psychological effects. Color's psychological effects vary across cultures. In the field of marketing and branding color is what makes your audience see what you want them to see, feel what you want them to feel, and act in the way you want them to act. The colors you choose can also affect your inability to and whether or not the content is readable. This is why understanding color psychology is critical to the success of your content. Poor color choice can also negatively change the impact of your message. Get it wrong, and your great content and your amazing call to action will be easily ignored.
Beginnings of Color Psychology
During the late seventeenth century, Sir Isaac Newton discovered the color spectrum and explored how each color is defined by a different wavelength of light. In 1810, German poet and artist Johann Wolfgang von Goethe published one of the first books on color psychology. He believed colors could elicit certain emotions and talked about the meanings of different hues throughout his book Theory of Colors. It strives to create a logical structure for using color, and it all begins with the oh-so-familiar color wheel. Thousands of years ago, the Egyptians studied the effect of different colors on mood. Color psychology theory is complicated. Academics have dedicated studies to the meanings of various colors and how they affect individuals based on demographic and social factors such as gender, location, education, and others. This brings us to the significance of color psychology in marketing.
Color wheel
The color wheel is a visually easy way to understand the relationships between colors. It is an abstract illustrative organization of color hues around a circle, which shows the relationships between primary colors, secondary colors, and tertiary colors The traditional color wheel, most often seen on the walls of high school art classes all over the world, offers 12 colors.
How Color Psychology Works in Marketing and Advertising
Color psychology marketing is an important component of brand identity and marketing strategy. It assists people in improving their businesses by creating a strong impression of that company among its customers. 90% of people make rash decisions about products based solely on their color. Colors have a strong connection to human psychology. Color has been shown by neuroscientists to affect human cognitive power. As a result, it is an important tool in business in terms of Color Psychology Marketing.
Different wavelengths of different colors transmit to our brain, which then indulges in a variety of neurological signals. They stimulate our hormonal system, which results in liking or disliking. According to digital marketing expert Neil Patel, "the color theory suggests you can develop an edge over your competition, allowing you to effectively convey your message, meet the needs of your target audience, and build your brand."
1) Colors Can Assist Advertisers in Creating a Strong and Trustworthy Brand
2) Colors can inspire people to take action and increase conversion rates.
3) Choosing the Right Color Scheme Can Influence Consumer Attitudes Towards Various Products
1) Red
The color red is associated with attraction. When you see red, you will experience feelings of excitement, passion, and danger. Many websites will design the order now button or sales advertisement in red in the hopes of attracting more visitors. Red, as an intense color, can elicit strong emotions. Red is the brand color of companies such as YouTube and Coca-Cola. It is best to use this color sparingly and in the appropriate context
2) Blue
Blue is associated with peace and calm in the field of Color Psychology Marketing. When you see blue, your instinct is to think of the ocean. As a result, blue maintains a peaceful, stable, and calm environment. Blue, on the other hand, can be associated with coldness and sadness. Some companies use blue in their logos and navigation bars. Blue is the official color of brands such as Facebook, Twitter, and Skype. This color promotes mental relaxation.
3) Green
Its meaning is primarily related to nature and money, but it also represents growth, fertility, health, and generosity. There are some negative associations with the color green, such as envy. Green is a common color choice for those who want to demonstrate a connection between their sustainable brand message and nature.
4) Yellow
Yellow represents happiness and sunshine. It elicits feelings of joy and optimism. Because of its ability to stand out and its association with positivity, advertisers may choose to use a bright yellow as the background for their web page, call-to-action buttons, content, or logo.
Some advertisers choose a bright yellow color for their web page's background or border to highlight content or create a strong logo.
Lipton Tea also uses yellow as a brand color and includes it in one of its product names, “Yellow Label”. The packaging design represents the sun to evoke feelings of happiness and invigoration that occur from its “sun-ripened” tea leaves.
5) Purple
Purple has a royal look. It indicates the nature of great wisdom in clients. It also signifies spirituality, nobility, and power. But this color can have some persuasive Nature too, so you should avoid using it too much. Using it too much may leave an impression of arrogance. Yahoo is one of the famous brands that use purple as their brand color. It is also a sound color choice for cosmetics, beauty products, and anti-aging products.
6) White
White color indicates the humble, spirituality, and innocence. Although the meaning of white is not constant across the globe, it still drives morality in the audience. White is used for endorsements by sports brands such as Adidas and Subway. In the background, Adidas uses a contrasting combination of white and black.
7) Brown
Brown might not be the most exciting color for brands, but it works great as an earthy, natural color. Iconic Australian brand R.M Williams uses a bold brown color throughout its online content. It represents the heritage of the brand while also signaling its leather products.