Advertisers can cleverly manipulate you with color. What’s great is that you are probably not aware that a trick has been pulled right before your eyes.
In auctions, red items are the likeliest to be purchased, while blue stands out when the buying situation involves haggling. That’s according to the findings of the study by researchers from the University of Virginia.
So, why not exploit color psychology to build your brand? A strong brand encourages customer loyalty, among other things.
Start with the following colors and understand what consumers perceive when confronted by them.
Red incites aggression, so if you want your product to be viewed as passionate and commanding, then add red elements to your marketing campaign. The trick to branding with red is to use the color strategically. To go overboard elicits the color’s natural association with danger.
Note the logos of big companies such as Richard Branson’s Virgin Group, 3M, Canon, and Coca-Cola. And remember how Christian Louboutin legally fought Yves Saint Laurent for the exclusive right to slap on eye-popping red soles on Louboutin shoes?
Fun, optimistic, and friendly brands are represented by yellow.
Note the iconic golden arches of McDonald’s. Other powerful branding schemes that incorporate yellow in their marketing dynamics include Best Buy, IKEA, and Yellow Pages.
Orange radiates physical comfort, playfulness, and frivolity. Thus, toys normally sport this warm tone. Be careful when using this color because your brand can come off as something that must not be taken seriously.
What’s special about orange is its flamboyance. That is the reason calls to action in online marketing employ orange in “buy” buttons.
The distinctive use of orange in marketing is evident in Nickelodeon, the television network aimed at a young viewership. Amazon and Blogger also make use of orange on their logos.
Utilize green to signify youth, nature, peace, and earth-friendliness. This is the color of choice when marketing beauty products or when enforcing the idea of your product as something that’s environmentally sustainable. Dark green is the color of money, but note that this shade only indicates your wealth and not the viewer’s.
Starbucks, Heineken, and Garnier Fructis are three stunning examples of green as a branding strategy.
Blue indicates integrity, calm, and logic. Using the wrong blue tone makes your product look cold and standoffish, so be careful when deciding to incorporate this color into your marketing campaign.
Take a look at the use of blue in branding by companies like HP, Intel, Samsung, Tiffany & Co, and Visa. Social networking sites like Facebook, LinkedIn, and Twitter also use varying shades and tints of blue.
Purple is a dramatic color, spelling out luxury and decadence. You have to match purple with the product you are selling and the message you are trying to impart to your consumers. Purple can look tacky when not used properly.
Examples of how purple is used effectively in branding are seen on Yahoo! and Cadbury.
Pink is decidedly feminine, exuding feelings of love and nurturing. Note how cleverly it is used by breast cancer charities.
Bright pink connotes sex appeal, so you see it being used by companies like Victoria’s Secret.
Sophistication, glamour, and exclusivity are exuded by black. Like purple, black also projects an air of luxury and power. Thus, it is best used subtly in marketing.
Brands that bank on the color psychology of black include Chanel, Lexus, and Yves Saint Laurent.
Agelessness and practicality are projected by grey. However, do not overuse this color because it results in making your branding seem visually bland.
The sheen of silver, in particular, emanates a luxurious edge. The chrome shade of Apple’s logo is a classic example of powerful monochromatic branding that use grey tones.
Reliability, safety, and down-to-earth warmth are feelings conveyed by brown.
The strong UPS branding has this color. Also, note the familiar brown packaging of original M&Ms and Kettle Brand potato chips.
Deciding on the color to use is vital in branding. So, take time to research and plan. And don’t forget that you can always reinforce the individual impact of a particular color by complementing it with another shade. For example, the branding of the financial institution ING balances the cold, logical air of blue with the playfulness of orange.