When someone says Coca-Cola what comes to your mind? Maybe it’s the red color cover, or its curvy font, or its taste. Or what comes to your mind when we talk about Google, might be its four primary color combinations logo (red, green, blue, and yellow).
The things one can connect with a brand are colors, fonts, products, packaging, taste, feel, etc. And today we will talk about colors.
Colors are an important part of the identity of a brand. Can you imagine a purple Coca-Cola instead of its red classy color? Of course, it would look weird and you can’t connect with the brand.
You might be wondering why don’t that magic happen when you imagine the same brand in different colors. Here is where the psychology of colors comes into play in the world of marketing and branding.
What Is The Psychology Of Colors?
Color is something that appeals to our visual sense for a long time and often is a marketing tool. Color psychology is investigating how different colors determine the behavior of people. Color psychology is used to evoke emotional reactions in publicity and marketing.
Let us see how color affects the behavior of people:
- Often used by fast-food chain
- Creates an urgency feeling
- Red represents passion, enthusiasm, and wrath
Signify importance and command attention
- Preferred by men
- Light blue stands for trust, openness, and innocence
- Dark blue represents professionalism, safety, and formality
- Most commonly used by office and corporate bran
- Associated with royalty, wisdom, creativity, luxury, and respect
- Also used for skin products and anti-aging products
Orange & Yellow
- Associated with fun, friendliness, and optimism
- Evokes happiness and also appears to capture the attention
- Used to draw in impulsive buyers and window shoppers
- Associated with health, nature, money, and wealthy people or bran
- Evokes stability, prosperity, and growth
- Frequently used for promoting environmental issues
- Associated with power, authority, and strength
- Evokes a powerful, sophisticated, luxurious, and modern feeling.
- Often is a symbol of intelligence
- Associated with feelings of purity, cleanliness, simplicity, and safety
- Spark the sense of creativity as it acts as a clean state
- Stands for femininity, youth, and innocence
- It ranges from modern to luxurious
Colors And Brands
When buying a product, 94% of buyers make a decision on its visual appearance. 85% of buyers claim that the primary draw card is color. As we have seen above, different colors affect consumers psychologically – the red stimulates appetite, the blue creates a sense of safety, the green stimulates harmony, orange stimulates enthusiasts, the purple combines royalty, etc.
Let’s see how some brands are playing with colors to attract consumers:
Colors used in the Burger King’s logo are red, orange, and light cream.
Red is used to increase appetite, thereby they are getting consumers to order in a hurry and faster.
Orange is the color of happiness and optimism, and Burger King cleverly uses orange for their burger in a logo that represents their expertise in burgers.
The light cream background of the image also makes a framing for the emblem, making it look warmer and friendlier.
Colors used in the Zoom logo are blue and white. Its bold simplicity reflects its culture and product.
Blue is associated with professionalism, as zoom is an app for professionals, so the use of blue color simply associates their brand with professionals and also makes the environment formal.
White is associated with simplicity which is reflecting the culture of the product. The white video symbol is giving the message that it is a video conferencing app..
The colors used in the Rolex logo are green and gold.
The green color in Rolex is promoting a sense of prosperity and wealth. Rolex is a status symbol and its green color represents that.
The gold crown on the top symbolizes the brand’s excellence in watchmaking. The gold color is also associated with wealth and luxury. It also goes along with the idea of love, wisdom, and magic.
Now we’ve come so far to say that color usage in commercial and commercial activities can be tailored to your needs. Although colors may have different cultural associations, smart product branding will take this into account and use the known psychological effects of color to attract their customers.
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