Red, Blue, Yellow, Green, colors may just be part of the basics but for businesses– they stand a crucial role.
Color is very important in branding and marketing because it is where first impressions of customers are based. Also, color is the secret in producing a good identity for a company. Colors are more than just a visual aid because colors convey emotions, feelings and experiences. There are meanings behind various colors and for companies, it will help if they are abreast with this because choosing a color scheme can affect their business – it may either make or break them.
Why is color important?
A branch of psychology called “color psychology” is the study that deals about colors and its effect to human behavior.
Color psychology emerged years ago when Egyptians studied the effect of colors on mood and used them for holistic development. Before, red symbolizes increase in circulation, yellow is for purifying the body, blue is to sooth pain, purple is for skin problems, orange is used to increase energy and black stands for life and rebirth.
In modern psychology, Carl Jung, a Swiss psychiatrist, believed that colors and humans have a special connection, “humans have universal, bodily response to color stimulus,” he said. He also stated that “colors are the mother tongue of the subconscious.”
Such studies years ago, paved way for the rise of color being associated with marketing, branding and architectural design.
Overall, Color Psychology showed that color can affect human behavior, influence human perception and enhance effectiveness.
In a study called “Impact of color in marketing” it showed that 90% of customers’ product judgments are based on color alone.
Another study titled “Exciting red and competent blue”also revealed that the purchasing intent of customers is greatly affected by the brand color because the color speaks for the brand’s identity and personality.
Other studies also revealed that the human brain prefer brands that are recognizable, which makes the brand color all the more important.
These studies proved that there is really a significant relationship between brand color and customer reaction therefore it is a must for business owners, advertisers, designers and office leaders to be aware about this because choosing the right colors could lead to a more successful business venture.
Colors have universal perceived meanings, here is a quick run:
BLUE – Blue is seen to be very positive color. It may invoke trust, security and responsibility. It is also associated with creation and serenity. Blue instills trust and security that’s why there are many institutions that count on this color.
RED – Red is a powerful color. It is also very energetic, aggressive and provocative. Red can be used to incorporate passion and energy to your product.
GREEN – This color symbolizes health and nature. It also has a calming feeling especially for lighter shades of green.
YELLOW – Yellow is the color for vibrancy and optimism. It can also be motivating and captivating that’s why some tag prices are in this color because it helps get the attention of customers.
PURPLE – This color offers sophistication, nostalgia, exclusivity and royalty making it perfect for some of those selling expensive jewelry.
PINK – Dark shades of pink are very energetic and instills excitement while lighter shades shows a romantic feel.
ORANGE – This color can be effective for children because of its cheerful, friendly and fun feels.
BROWN- This shade elicits simplicity and stability. It also looks very down to earth.
Black – Black promotes a serious or classic campaign. There is also sophistication and exclusivity in this color which works well with expensive products.
White – This color looks very plain but when used, it shows purity, cleanliness and is very enticing to the human eye.
Every color has an equivalent meaning behind it and conveys a certain feeling which makes them all the more vital, that’s why it pays if business owners have a little background before choosing a color scheme.
Factors to consider in choosing a color scheme:
Aside from the meaning of different colors, business owners should also be aware of the other factors that they should consider in choosing a color scheme, here are some:
Business owners should know what message they want to convey to the public given the kind of business they have, in that case, the message could be matched to an appropriate color shade.
It is also important for business owners to know their target market and to whom they offer their services or products so that the color will also be appropriate to the kind of encouragement needed for the target customers.
Consistency in the color scheme of a brand strengthens its identity in the market. It also helps the brand to stand out and rise against the tight competition in the industry. Further, consistency also gains the trust, loyalty and familiarity of customers.
Color should not be underestimated because studies have already proved that this element has a connection to human behavior and in the long run this color will represent the company in the coming years.
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