Color psychology in your business

Published 06/30/2022 by Ingenuity & Solutions in Design

Color psychology in your business

Did you know that color can influence from 60% to 80% of the decision to buy a product at the point of sale? That's right. Choosing the right colors for your brand and your products is crucial for the success of your business.


Why is color important for businesses?


The psychology of color is one of the most studied and critical issues in a company's corporate identity. Every day, thousands of brands unconsciously impact us with their logos and colors, usually selected for some compelling reason (or so it should be). Colors influence us more than we think.


Each of us could be defined by a small range of colors. From an early age, we begin to discover the world through colors. And as they say, everything enters first through the eyes. Even before tasting food, we already have sensations about it without even tasting it.


A study conducted by Smallbiztrends magazine indicated that 93% of consumers make their purchasing decisions based on visual appearance. This is a compelling reason to raise awareness of the proper use of color psychology in different business areas.


Color can trigger emotional responses in people. Colors directly affect our behavior and make us perceive our surroundings differently depending on their colors. Our attitude is not the same in front of yellow elements as in front of purple features.


Colors such as yellow are related to emotions such as optimism, joy, and energy; blue with confidence, security, and formality; green with growth, health, and nature; red with passion, strength, desire, and impulsiveness; pink with delicacy, delicacy, love, and so an endless range of ranges directly related to endless emotions.


Colors and marketing


According to multiple studies, it has been proven that color significantly influences the purchase decision and the increase in sales. This is why making the right choice of colors for products, advertising, websites, and points of sale, among others, is essential.


In these studies, it has been identified that impulsive buyers react better to colors such as red, orange, black, and blue. Contrary, when we have those more rational buyers, we are talking about buyers who plan their purchases; they respond better to colors such as light pink, light blue, and navy blue.


Some facts that may surprise you and that should be taken into account are:


  • Visual appearance and color of a new product are much more important than texture, sound, or smell consumers in a new product: 93% of consumers consider visual appearance and color more important, 6% of consumers consider texture more important, 1% of consumers consider a sound or smell more important.

  • 85% of buyers consider color the main reason for buying a product.

  • Color increases brand recognition by 80%.


Psychological influence of colors in web marketing


Consciously or unconsciously, the colors around us affect our perception of things, mood, and daily behavior.


Marketing is no exception. In every aspect of design, from logo to website design, every color influences the consumer's perception of a brand and the values it represents.


Color can convey a specific message and generate different feelings when used correctly. Color even has the power to improve conversions by attracting attention and eliciting the right emotions.


The power of color psychology in marketing


Understanding color psychology in marketing means mastering a tool that can be used to optimize your brand's visual identity, capture customers' attention and enhance the user experience.


It is vital to remember that the way people respond to colors is not easy because there are many different elements to consider. The psychology of color in marketing is not always an exact science, as color meanings are the result of many factors:


  • Personal experiences

  • Gender

  • Political tendencies

  • Social context

  • Cultural differences


In this sense, the first question to ask yourself when choosing a color is: who is my target audience?


If you are targeting an international audience, you must resort to "universal" color schemes. What one culture perceives as positive may appear harmful to another. Therefore, the meaning of a color can change drastically depending on the country or part of the world you are in.


It is also essential to consider the gender of your target audience. You can use different studies to choose some colors over others, depending on whether you are targeting women or men.


For example, women are more interested in soft colors and are receptive to shades. They prefer blue, purple, and green and dislike gray, brown, and orange colors.


Men, on the other hand, appreciate bright colors more and are receptive to nuances. They prefer blue, green, and black but are less fond of brown, orange, or purple.


Color Psychology


Color psychology is a field of study whose purpose is to analyze the effect of color on human perception and behavior, that is, how colors can influence our perceptions and behaviors.


In its broadest sense, the study of color perception is essential in disciplines such as design, architecture, fashion, signage, advertising, and art.


In the business world, the psychology of color allows us to define the perfect colors to use in logos, product packaging, commercial establishments, promotional material, and many other elements that are part of a company's corporate image.


Some people perhaps exaggerate when they say that colors can manipulate us to the point of leading us to perform a specific action as if we were zombies. Just because you see a yellow wall does not necessarily make you hungry; however, colors subtly influence our perceptions, behaviors, and purchasing decisions.


If you are already hungry and must choose between Product A or Product B, the corporate colors representing each product will be decisive in your decision to satisfy your need.

At Ingenuity and Solutions, we will help you with your company's digital presence in Connecticut. We provide the best software solutions for your business. If you want to know more about this service, contact us. If you are interested in more content, do not forget to visit our blog.

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