#3 Psychology in Marketing: 🌈 THE POWER OF COLOR 🌈

Have you ever thought about how colors can affect our everyday shopping? 

Not everyone is aware of the strong power a coloring has on our psyche. An important research at Winnipeg University in Canada has provoked a strong link between marketing and color psychology.
This research has shown that about 90% of purchases are made simply because the color of the packaging or the brand of the product is pleasing. We can therefore deduce that the use of a particular color can contribute to influencing, positively or negatively, the way in which the consumer relates to a particular product or brand.
Our mood and feelings are unstable. Colors play a predominant role in consumer buying choices and market players are making the most of these potentialities.

Each color has its own identity and meaning, which can be used to influence people in different ways. However, one must not underestimate the fact that colors tend to assume different meanings depending on culture and habits of a specif country. However, there are colors that have a universal meaning no matter where you are.
As this research underlines, 92.6% of purchasing decisions are influenced by visual factors.
66% of consumers, moreover, do not buy some products unless it is available in the color they prefer.

Color preferences change, however, by sex. Women tend to prefer colors such as blue, purple and green, while they hate colors like brown or gray. Men appreciate blue, green and black but do not appreciate purple, brown and orange.
Incredibly, the color tends to affect the budget that customers are willing to spend for a given product.

Lets go on and see where the most established firms have positioned themselves analyzing the meaning of each color in marketing:


credit: The Logo Company

ORANGE

Orange is a particularly bright color, used to indicate playfulness and social interaction. It is not suitable for serious brands, they may be perceived as frivolous. Orange expresses comfort and warmth. An example of brand that uses this color is Nickelodeon. 

YELLOW

This color represents happiness and warmth in almost all cultures. Yellow is the color that most of all attracts attention, often associated with creativity. Mc Donald's and Ikea both use yellow for their brands, with the aim of emanating sympathy and positivity.

BLUE

Blue gives a feeling of credibility and confidence, however, different shades of blue emanate different meanings.
If we use a wrong tone, our brand might be perceived as detached and unmanageable. Most banks use this color in their brand, as well as social networks such as Facebook, Twitter and Linkedin.

PURPLE

Purple embodies the balance of red’s stimulation and blue’s calm. This mix can cause unrest or uneasiness unless the undertone is clearly defined, at which point the purple takes on the characteristics of its undertone. With a sense of mystic and royal qualities, purple is a color often well liked by very creative or eccentric types and is the favorite color of adolescent girls.

RED

Red is the color of passion, but it also symbolizes power and excitement.
Coca-Cola is one of the best known brands that use this color in their logos.

GREEN

Green is the color of nature, health, universality, but also love. It is often used for ecological products. Garnier Fructis uses green just to draw the relationship of respect that the products of this line have towards nature.

Now you're a Color expert  😜 

Color in general is fascinating to study, from both a theory and psychological standpoint.
Many theories have been expressed throughout history. From Newton to Goethe, the effect color has on us and our behavior has been studied repeatedly by the most influential scientists.

I really enjoyed writing this post so let me know if you enjoyed reading as well.
If you think someone else could benefit from it, think about resteeming it  🚀 

Perhaps you might like the first two articles of the serie "Psychology in Marketing":
➤ in the first article we've dealt with Reciprocity
➤ in the second one I talked about Social Proof

Thanks for reading and supporting.
See ya! 

~ Steven