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How to Use the Psychology of Colors in Marketing



How to Use the Psychology of Colors in Marketing

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Have you ever wondered why you feel so serene and peaceful under the blue sky or in lush green fields and parks? Ever thought about why your senses are alarmed and alert while staring at a red light? There are many other examples where you can associate certain feelings with certain colors and hues. This is known as the psychology of color.

Color acts as an emotional cue for humans and this is not a secret. Marketers use this technique in helping their products and services stand out and resonate with the audience. I too realized it when I was browsing the Spectrum Internet plans. Those are marketed in a combination of blue and white. Blue color indicates reliability whereas, white depicts safety. That is why Charter Spectrum ranks among the top internet service providers in the US. It is undeniable that the psychology of color plays a vital role in the world of business.

Marketing and the Influence of Color

The meaning and psychology of color are powerful tools that influence people’s decision making and buying behavior. Humans are prone to manipulation and marketers use colors to stimulate our minds. We subconsciously make judgments and decisions within a few seconds about people, places, and products based on the initial appearances and impressions.

Colors can have a powerful yet very subtle effect on our psychology. Businesses build their entire brands based on certain color psychologies because they are well aware that sometimes simply a color can move someone to buy their products.

1. Blue

The blue color is mostly associated with men’s products but it actually portrays tranquility, peace, and reliability. It also helps boost productivity and induces a sense of security. That is why it is mostly used by brands that are trying to establish trust between customers and their products. The blue color is commonly used by social media platforms as it was tried and tested as the color of communication, trust, and intelligence.

2. Green

Green is always associated with nature, power, health, and tranquility. That is why it is most commonly used by companies related to healthy and organic products as well as the organizations that highlight environmental issues. Green color evokes harmony and balance in us. It helps with decision making too.

3. Red

Red is always associated with alarm, danger, and urgency. It also stimulates our appetite. That is why many fast-food restaurants use this color in their logos and to highlight their products. A famous example is McDonald’s. This color also evokes passion and excitement which is why you will also see this color in many sales and clearance related advertisements. This color helps you get excited to buy a product.

4. Black

Although the black color isn’t really a color and more like the absence of one, this hue is thought to be powerful. It portrays authority, confidence, stability, strength, and (of course) power. It is also considered as a color of intelligence. That is why Chanel and Nike have used black and white colors to symbolize their brands. They offer sophistication, elegance, and timelessness in their products and people love them.

5. White

The color white arouses feelings of neutrality, purity, cleanliness, and safety. White space is like a blank canvas, sparking creativity, and is very effective in inducing a blank slate effect in people. A good example of a brilliant use of this color is Subway. This brand uses a combination of green and white to symbolize that they offer organic and healthy food that people can customize as they like.

Influence of Colors on Our Mood

It is undisputed that colors affect our moods. Where blue makes you feel calm, it can also make you feel sad or depressed. It is the way colors are portrayed. It is important to determine what shade of a certain color is appropriate for the kind of product or service you are offering.

That is why Spectrum’s products such as TV packages are advertised in a combination of blue and white colors. This invokes a sense of trust in customers and makes them feel that its services are reliable.

So, basically, it entirely depends on the situation and the context in which a color is being used for any marketing campaign to be successful.

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