The Truth About Color Psychology in Advertising

Color influences a person's subconscious opinion about individuals, environments, or products within seconds or minutes. Marketers and advertisers are well aware of that. 

The savvy marketer knows that certain hues, shades, and tints evoke specific emotions, and motivate consumers to make a purchase. 

Consumers tend to make snap judgments about a product based solely on its color -- 90 percent of the time, according to research.

It's more complicated than you think

The basics of color psychology include the notion that red symbolizes passion and white implies cleanliness. Yet that is just one example of the many complicated ways color may influence a buyer’s perception of a product.

Even though color psychology is important in marketing and advertising, the key is to use this knowledge to connect with your target audience. 

It's still about meeting customer expectations

Beyond simply evoking certain emotions, color psychology in marketing involves using colors to meet consumers’ expectations for products and brands. 

The truth is: color can not be universally connected with any particular feeling since individual experience matters greatly. 

There are numerous factors that muddy the effects of individual colors. Such factors include cultural traits, experiences, upbringing, and context.

The bottom line is there really isn’t one best color for marketing. Everything depends on what you want to communicate regarding your brand.

Photo credits: Pixabay


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