It would be nice if one could just pick the colors they like and ignore all of the hidden messages those colors communicate about their marketing, their company, their product and service.
Unfortunately, the world and the psychology of color is a bit more complicated then that.
Professionals trained in the arts and in graphics understand the nuisances of color.
They work with color all the time and they ‘get’ how color can change the mood, how a piece is received, and the role of color in purchases and branding.
Below is a great infograhic by bestpsychologydegrees.org that will give you a good beginning on the impact of color in your marketing efforts.
Color Research Studies
Here are additional resources from Helpscout.net should you decide you’d like to know more about color research or to rethink the colors you use in your marketing communications.
- In the Impact of Color in Marketing, researchers found that up to 90% of snap judgments made about products can be based on color alone (depending on the product).
- Studies such as The Interactive Effects of Colors show that the relationship between brands and color hinges on the perceived appropriateness of the color being used for the particular brand (in other words, does the color “fit” what is being sold).
- The color research study Exciting Red and Competent Blue also confirms that purchasing intent is greatly affected by colors due to the impact they have on how a brand is perceived.
- Additional color research studies have revealed that our brains prefer recognizable brands, which makes color incredibly important when creating a brand identity.
- Color Research & Application suggests that it is of paramount importance for new brands to specifically target logo colors that ensure differentiation from entrenched competitors (if the competition all uses blue, you’ll stand out by using purple).
- When it comes to picking the “right” color, research has found that predicting consumer reaction to color appropriateness to the product is far more important than the individual color itself.
Tell me if you found any of this information interesting and if you’re thinking about how you color your marketing in the comments section below.
In the meantime, color your world “happy”.