The Power of Colors in Marketing

From a young age, I have always loved psychology. Nothing is more interesting to me than the way the brain reacts. But when I start studying marketing, the idea that colors can create emotions is fascinating. 

Colors are powerful tools of communication and are used to signal actions, influence moods, and even affect a physiological reaction. 

Though color psychology is the subject of many conversations, yet there is not enough research to back it up. It is because of the impact of colors in our brain is associated with a variety of elements — personal preference, cultural differences, upbringing, etc.  

While the scientific study on the matter is limited, non-scientific methods are proven to work. 

Companies test colors on advertisements and call-to-action (CTA) buttons. Data shows that a red CTA button outperformed a green button. 

The conversion rate can be increased without changing anything except the color of the button. 

What is color psychology?

Color psychology is the study of how color can affect perceptions and behaviors. Marketing and branding focus on how colors impact the impression of the brand and how it will persuade consumers to make a purchase.

A study shows that people will make their minds up within 90 seconds of the initial interaction with another person or product. Between 62-90 percent of the assessment is based on color alone. Thus color is a powerful tool in many different aspects. 

It is a known fact that colors are tools that can increase or decrease hunger, enhance moods, reduce the perception of waiting time, and much more. However, there is a flaw in this psychology. 

Flaws of Color Psychology

The impact of color in a person is related to personal experiences, upbringing, cultural background, etc. Thus, it isn’t very easy to accurately describe the effect that color has on each specific person. 

Take the color red, for instance, it is often described as powerful, arousing, or exciting. However, one study shows that seeing the color red before taking an exam can hurt performance. At the same time, other studies show that the impact of the color red is inconclusive. 

To be safe, I guess you should avoid looking at the color red before taking a test. If you have a red car, you should find a ride. 

Colors and Consumer Purchase

Color psychology conveys that different color shades distinctly affect the brain in many ways. Effects range from mood-boosting to causing anxiety. 

Experienced marketers understand that product colors are of the main contributors to the consumer’s choice. 

White: Gives a feeling of pure, fresh, and clean. When using this color for branding requires restraint in design. If poorly executed, it can look lazy and lack personality. 

Black: It often described as sexy, powerful, and mysterious. At times it is linked with luxury while adds energy and sophistication. It is excellent for the fashion industry, but not as much for others. Well, known brands are renowned for their simplistic black and white palettes. 

Silver: It is the third most popular color for vehicles, and it is usually linked to innovation and modernity. High tech products are generally silver. 

Red: It is bold, attention-getting color; it can trigger powerful emotions positive or negative. It creates a sense of urgency; hence effectively used in sales. Red is often linked to encouraging appetite. That’s why so many fast-food companies use it. 

Blue: It has a calming effect on our minds — a color of wisdom, strength, and trust. It is a color of stability and safety. Because there are no naturally blue foods, it tends to suppress appetite. Blue is usually a safe option to stand out in your space. 

Yellow: Happy and generally indicates you are more willing to take risks. It represents youthfulness, fun, and sunshine. It can be powerful when used as a seasoning color alongside a darker color. 

Green: It is crisp and represents nature and the natural world — often represents good luck, tranquility, and health. It is prevalent in healthy foods. In the US, it is also an indication of wealth. 

Purple: It is a symbol of royalty or superiority. Because it does not occur in nature, it appears to exotic or artificial. Some shades can be moody, while lighter tints can be used for femininity. 

Color Psychology as Therapy

Ancient cultures, including Egyptians and Chinese, practiced chromotherapy. 

Chromotherapy is a method of treatment that uses colors of electromagnetic radiation to cure diseases. It is composed of reds, greens, blues, and their combined derivatives. Allegedly, colors generate electrical impulses and magnetic currents or fields of energy that are essential to activators of the biochemical and hormonal process in the human body. 

Until I started writing this article, I did not realize that chromotherapy still being used today. A few days after my oldest son was born, he was diagnosed with neonatal jaundice. If he was not able to kick it, he would have to be treated under blue lights. 

I say all this to express how influential colors are to the human body. Thus, marketers must choose them with care. 

The Isolation Effect

As I mentioned before, companies will test different colors for conversion, and colors work better than others. That is a psychological principle known as the isolation effect. 

In a 1933 study, German pediatrician and psychiatrist Hedwig von Restorff found that participants would remember a distinctive item. For instance, in the picture shown, a basket filled with green tomatoes, the subject would always remember the red one better.

Thus, a red button in a predominantly green website would definitely catch the attention of the visitor. 

But according to the isolation effect theory, the color of red is not what triggers the brain. It is because the color stands out. 

For instance, in a site with the color orange predominantly, and all the buttons red, a blue button would stand out more so than the others. 

Color is a crucial element in many aspects of your business. You should proceed with care when choosing the colors for your product, logo, website, storefront, signs, etc. 

Choosing creative names (sky blue instead of light blue) is also an important part of your market endeavors. Selecting the right combination can directly impact your visits and conversions.