Did you know that an astounding 84.7% of consumers say that color is the primary reason they choose to buy a particular product? Crazy, right? So if this is true, why isn’t color a more widely talked about subject when it comes to branding and design? Totally valid question! And good news, there’s a totally valid answer!
As a matter of fact, research has found that consumer judgement's on color happen at a subconscious level of awareness, as opposed to a conscious level. With this, we rarely recognize even our personal assessment of color. This reason alone explains why the psychology behind color is scarcely talked about when it comes to branding and design! That being said, we’ve dedicated all of today’s content to talking about color.
Yellow: Yellow is super bright and therefore, communicates cheerfulness and creates a sense of warmth. With this, it’s probably not surprising that the color is known to represent optimism and youthfulness. Yellow is often used to grab attention and/or stimulate mental processes. Take the McDonald’s logo for example. Total attention grabber!
Orange: Often used to warn people to take caution, orange communicates a strong call to action (sign up now, buy now, etc). With this, it largely represents enthusiasm and confidence. The color is used, for example, in the Kayak logo. This is done in order to influence consumers to “take action now,” in terms of finding immediate information pertaining to travel plans (flights, hotels, rental cars).
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Blue: Blue is said to communicate a more masculine vibe because is has been found to be more preferred by men. The color is known to create a sense of security and trust in a brand, and has been proven to increase productivity. Note that social platforms Facebook, Twitter, and LinkedIn all use blue as the primary color in their logos. Thus, in order to succeed as a social platform, your brand must be strongly associated with security and trust.
Green: Considering green is strongly tied to nature, it is largely associated with growth, fertility, and health. With this, it is often used as a way to relax people in stores. Yet, as we all know, the color is also strongly tied to money, and often resembles wealth. Take the Whole Foods logo for example!
Purple: Purple is associated with success, wisdom, royalty, and creativity. It has also been said to be an extremely soothing color. For example, when we created the Kara May Custom Logo & Brand Kit we used purple in order to communicate a creative and wise brand.
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Pink: Pink is an extremely feminine color, and is often used to represent feminine brands! As you might expect, the color is often associated with compassion, sincerity, playfulness, and sophistication. Take, for example, Barbie. Their brand is clearly feminine, and thus, their logo is completely pink!
I hope you found this post helpful and I’ve been able to give you some insight on the influence of color in relation to consumers. When it comes down to it, the psychology of color is actually pretty simple! But, just to make your life a little easier, don’t forget to sign up for our free resource library and download the Psychology of Color Cheat Sheet! This list should come in handy when creating your next design 😊.
Until next time!
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