Color psychology is not always a conscious marketing consideration for small businesses, but it is a very important factor. Certain colors enact specific feelings from people, and can connect to a particular aesthetic. These colors may change with generations, but the basics remain the same. This type of psychology has been utilized by businesses of all sizes throughout marketing history. Corporations often hire marketing teams that have knowledge of advertising related psychology, but some small businesses do not have this education. Unknowingly, the smallest business will apply color psychology to their brand.
The average consumer can typically view a storefront or website and immediately tell if the aesthetic does not apply to the product. Emotions are instinctive, and people do not always understand their own behavior. Consumers can apply a specific color to a certain food, experience, or relationship. Their cultural perception may alter this application, meaning that each culture experiences different colors in different ways. Companies must remember this factor when deciding whether or not to go global, and figuring out their global marketing strategies. Color will be a significant factor in the marketing success of an agency.
If a business is selling throughout a specific geographic region, then cultural perception will most likely not require research. The executives and marketing professionals of the company will already be familiar with how their peers and customer base engage with local culture. But in order to find the right aesthetic for any culture, marketers must understand the basics of color psychology. The basic colors and their psychological breakdowns are listed below.
Blue is connected to productivity, calmness, sadness, and overall stability. If a business is creating a specific remedy for a problem, then blue may be a great consideration. The lighter the shade, the more calming of an impact it will have.
Purple is typically associated with royalty and wealth. People view purple as “boujie”, so this color is not very accepting to all social classes. It will create a mysterious and imaginative effect on customers.
Green usually makes people think of nature and safety, which is why most outdoor brands utilize green in their color palette. It can also make people think of certain cultures or the emotion of envy.
Brown can be connected to nature, security, and strength. Similarly to green, it is a part of earth’s natural palette and can be associated with strength and simplicity. Outdoor brands will also take advantage of the color brown.
Orange is associated with high energy, younger generations, happiness, and enthusiasm. Darker shades of orange are usually connected to nature, so brands should be conscious of what shades of orange they are using.
Yellow is considered warm, bright, energetic, and happy. Brands trying to make consumers feel happy will incorporate yellow into their business.
Pink usually makes people think of romance, kindness, calmness, and love. This color is frequently seen in more feminine brands, which is why it is not as popular.
Red is associated with passion, anger, and power. People can also think of romance and love when viewing red, but typically brands typically incorporate the color to showcase power and eliteness.
Black creates mystery, uniqueness, and power. It is a simple choice, but immediately tells the consumer that this brand is bold. Black is also a clean look, and easy to incorporate into marketing efforts.
White is connected to peace, cleanliness, innocence, and even emptiness. It can be associated with innocent individuals, including children and young women. White also creates a feeling of calmness to people, since it is a simple choice.
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