Color psychology has been debated for quite some time. Trying to pin point a color to one single emotion is just not possible. Have you ever looked at a design and been turned off to it solely for the color that it exhibited? How about an image that you absolutely loved which a friend felt quite differently about?
The fact of the matter is that one color cannot possibly invoke the same reaction from all of its viewers. Over the years there has been very little data gathered to support the theory of color psychology. Research shows that everyone will have a different and unique reaction to colors they encounter. Throughout our lives we have all had experiences which shape our opinions of the world around us. Whether we are aware of them or not, they will determine our emotion to certain colors.
Now that we know personal preference, upbringing and past experiences are the main factors in which your audience will find your design appealing, you are probably wondering how you could possibly determine the best color to use. Don’t stress there is still a factual solution to this so-called color psychology method.
For some time now we have listened to advertisers justify consumer behavior based on use of color. For example, warm colors such as yellow, orange, and red have given off a bold, confident and optimistic feeling while cool colors are trusting and calm emotional drivers.
Even though we cannot credit one color to converting lookers to buyers based on the “orange = hungry” idea, we can credit the use of colors as it pertains to the product. On average, the buying decision is made within the first 90 seconds and because color is the first thing perceived when looking at a product, it is still the most important factor in marketing whether it be a package design, logo, website or advertisement. The key here is that the colors you choose for your design are appropriate for the product in which it represents.
For example, a company that sells hunting gear should use colors and patterns which pertain to that rough dirty personality. You will not see any elegant themes in this setting, why? It just would not sell. On the flip side, a higher-end beauty product line will not use the same colors that a hunting or outdoorsy product would.
Research has shown us that on average, both men and women favor blue as their favorite color. However, the next best color for women is purple while no men stated purple as their favorite. Therefore, it would probably not be the wisest decision to create a purple ad targeted at men. In other findings, women prefer softer colors while men favor bold colors so when creating an ad or design targeted at either gender you can use a bolder or softer version of the color to grab the attention of your targeted audience.
Although everyone has a different opinion about which colors are the best, it is still possible that a product using an often disliked color will sell quite well. As stated above, the importance lies within the perception of appropriateness. Considering that many people would assign the color brown to not-so-appealing things it probably is not going to be the best selling color technique. Except in the case that the product you are selling is organic and natural. This color, if used appropriately, could actually draw the attention of a buyer looking for an organic, natural product.
Color psychology has told us that red will call us to an action whereas blue will give us a more relaxed approach. So in order to convert a looker to a buyer on a website, you must make your “buy now” button red. Well this is not necessarily the case. As studies have shown the only important factor here is that your button really should stand out from the rest of the page. With the average attention span being 8 seconds it is of utmost importance to grab their attention and lock them in as quickly as possible. For example, if your page has an over-all green tone to it, red may be the best color to use for a button as it is opposite the color green, but if your consistent color happens to be orange, blue may be the way to go.
As psychologists have suggested, color impression accounts for 60 percent of the acceptance or rejection of a product or service. When building your brand, website, or even an advertisement it is of paramount importance to do your research and choose the most appropriate color combinations to represent your brand’s personality. Remember who your target audience is and what research has shown before jumping to the old beliefs of color psychology. Green does not always indicate calm.
If you have any questions regarding color or if you would like help designing your company brand or website, call Frontier Marketing LLC Today. We are invested in helping our client’s get the best out of the marketing world and have made it our mission to provide the marketing solutions of tomorrow – today!
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