We all know that color can affect our mood and the way we see things. When it’s bright and sunny outside, we get excited and feel energetic. But when it’s cloudy and grey, we feel sad and the day always seems to drag.
But what does all this mean in regards to marketing? Can the colors we use in advertisements and logos affect the perceptions and purchasing habits of customers as effective as the weather when it’s gloomy outside?
The answer is yes. There’s an entire science behind the colors that companies choose to represent them, and we can learn a lot from that science.
The psychology of color is something that graphic designers have studied for decades and it has come into practice now, in the golden age of marketing, more than ever. The colors you choose to use for your advertising can adversely affect your target audience.
For example, have you ever noticed that most food chains use red in their logos?
Research shows that red is perceived as a bold color that evokes powerful emotions such as anger, love and excitement. It catches your attention and draws you in—the reason why so many brands use it.
But at the same time, you do not want your brand to fall in line with everyone else’s, which is why some companies choose to go in the opposite creative direction from their competitors.
One of the best examples is how Taco Bell uses purple and yellow in their logo as opposed to most of their competitors—such as McDonald’s and Wendy’s—whose logos are predominantly red.
At one point, it was even said that choosing the correct color for your website would increase your conversion rates, though it was later discovered that what actually helps is something called the isolation effect.
The isolation effect is where an item on the website stands out significantly from the rest of the page so that users can spot it more easily and recall it better.
This effect is why when designing a website or PPC ad you should use a contrasting or accent color for the Call to Action button so that potential clients can find it easier. It should also be noted that colors alone will not bring in clients and customers; they are merely tools to consider when you start your branding and advertising journey.
Once you have chosen your colors for your branding, you should make sure your designs back it up. If your company wants to focus on fun and excitement, then having red in the logo only goes so far. You need to make sure your designs match the feel and style you have in mind.
To create a fun and exciting brand style to go along with the red you have chosen in your color palette, you should try using modern and abstract designs that catch the eye and draw the customer in. While choosing a color for your marketing materials might seem like it’s the easiest decision you could make, it should not be taken lightly.
With your colors alone you can stand out, be original, and cater to your audience all at the same time. That’s why it’s so important to make sure you choose carefully!
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