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The science behind making a color choice in branding; color psychology

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In business, everything you create involves color. Whether it’s your logo, marketing material, or website, you need colors to convey your message. While the texts deliver the information, color is the emotional cue. Customers react in a certain way when they see your color. If you know why people do what they do, you can make the right color decision. It all starts with finding out customers’ response to colors. In marketing jargon, it’s called ‘color psychology.

You may have a brand color, but how did you get there? The world is filled with colors, and one has more than one favorite color. It gets even more challenging when two people interpret the same color differently?

In such a situation, how do you choose a color to fill your palette? Is it okay to evolve? All these questions count when you’re thinking of branding yourself. Regardless of your brand type, the color should matter to you.

Color can convey a lot of meaning. Its interpretation is contextual. It depends on where and when you are using it. For example, the choice of t-shirt color says a lot about your personality. While designing, you need to understand the science behind color.

Colors speak a million words

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The effect of color is that it forms perception and behavior. At the surface of it, the response to color is related to perception. Color piques the interest of the customer. Whether it persuades them to purchase or not depends on their perception.

In a nutshell, if customers are connected to the color, they will have a reasonable opinion of the product. Nothing can stop them from the next step – placing an order. You can’t change the preferences of the people, but you can control their perceptions.

What customers think about you matters?

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What is customers’ perception, and how do you control it using color? Customer perception is how your prospects view your brand image. It’s the perception about you that attracts or distracts.

What do customers think about you? Well, customers can remember you for two reasons: The color is too good to ignore, or it’s the one that makes them puke. People know you for both the good and the bad. It’s all about the experience you provide with your color.

How can you change the perception using color?

First thing first, your logo is a significant part of your brand. It’s the face of your brand. Customers recognize you by your logo. The color of your logo sets you apart from the rest. Here are some color and how the customers perceive it:

Infographic:

Green: Eco-friendly, durable, and sustainable color.

Orange:  Friendly, creative, and youthful.

Purple: Royalty, wisdom, and creativity

Blue: Loyal color.

Pink: Feminine color.

While branding, you have to evaluate the meaning of colors. The ability of colors to tell stories and infer emotions makes interpretation even more critical. Each color has a story. Choose the color that increases your brand’s reputation by 80 percent.

Your color should be the reflection of your personality. The color palette for your marketing materials should depict your identity. Incorporate the right ones to make your visuals worth a million words.

Why is it essential to know color psychology?

Here’s why you should know color psychology:

  1. Speed up the search
  2. Give yourself an identity
  3. Convey a brand new meaning
  4. Get organized
  5. Represent symbolism
color psychology ATD
  • Speed up the search: In color-coding, you mark different colors to discover them quickly. It helps in faster communication. For example, if you have designed a map or infographic, color coding will direct the viewers.
  • Give yourself an identity: Color helps you to establish your identity. It improves your recognition in the market. Your choice of color can make the product pop out. Often brands dealing with kids choose an eye-catchy color. As parents, you can’t resist when your kids insist. Brands understand that color is the language of emotions. Hence, they opt for colors that connect with their audience.
  • Convey a brand new meaning: The world is searching for meaning and purpose. As a brand, you can give your customers a new meaning. Whether it makes you pop out or differentiate yourself, you’re spreading a message. Choose colors that don’t mess with your message.
  • Get organized: Color helps you structure yourself. If you’re preparing a book, color helps you differentiate the chapters. Color also organizes the content of the page.

You can use colors in your book, designing to make it stand out. Use vivid colors in tables, infographics, blurbs, and other elements. When readers see your book, it will be visually appealing.

  • Represent symbolism: If the nature of the content is historic, use color to represent it. While colors are vibrant, they embed the elements of culture and psychology. When you use it as a symbol, the context plays an important role.

It means that one color can have both positive or negative meaning to it. For example, the meaning of blue can differ from one culture to another. While one may perceive it as a strength, it’s the opposite for the other.

Your choice of color can change the decision of your customer. You can’t do anything about their preference because it’s subjective. Here’s the thing, colors are universal, and they create emotions, trigger memories, and cause a sensation.

The way customers react depends on their upbringing, gender, place, values, and other factors. Colors are mood setters. If you restrict yourself to one color for a long time, it becomes a part of the personality.

How can color change the behavior of the customers?

color psychology ATD

Color influences the mood and emotions of the buyers. It affects their behavior in more than one way. From an impulse, click to spending money, color induces you to take action. For your business, it’s a great way to make a profit.

Color psychology goes beyond just selling products. Through branding, you can have a strong rapport with your prospects. Branding ensures that it’s not a one-time relationship.

You can also stay ahead of the packs with your colors. Retail data shows that customers are visual creatures. Human brains are wired to recognize colors. According to the customer engagement tool KISSmetrics, 85% of buyers cite color as the main reason for purchasing.

Well, that explains why you should take colors seriously. It’s time to fill your palette with colors that will quickly replicate your brand’s image.


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