The power of color psychology in marketing

Color has quickly become one of the most important factors considered by modern shoppers when purchasing a product or service. In fact, color represents between 62% and 90% of the purchasing decision. The psychology of the power of color in marketing is overwhelming and can be used to evoke a number of emotional and physical responses in humans. In some cases, the use of color can alter appetite, improve mood, increase memory, or increase attention span. Additionally, colors can calm customers down, reduce the perception of wait times, and even encourage sales and conversions.

The impact of color on your brain

Color has a direct effect on the human brain and the responses it stimulates in the body. For example, red increases the pulse rate by 0.356 points and increases systolic blood pressure. Orange stimulates circulation, increases oxygen to the brain and increases productivity. Yolk increases metabolism and can actually trigger a hunger response in humans. Walking in a green environment can lower your heart rate by 11 points compared to red or white environments. Blue is encouraged for bedrooms, as studies show that 60% of people who sleep in bedrooms painted blue wake up happy. Purple is a color for children, with 75% preferring it to any other color. White has the power to make rooms appear larger than they are by reflecting sunlight, and the color pink reduces juvenile aggression by 45%.

It is because of these responses in humans that color is an important factor in many different settings and industries. Real estate, for example, can be heavily influenced by color when it comes to home design. The best performing colors in a home are light blue, gray and black. These colors are popular and comfortable, considered neutral and clean, and can even denote a sense of luxury or high value. On the other hand, underperforming colors like brown, red, and creamy yellow sell for less, are associated with unfavorable emotions, and are not popular colors among the general population.

The Irish poet and playwright Oscar Wilde once said “Mere color, untouched by meaning and unalloyed to definite form, can speak to the soul in a thousand different ways.” It was from this idea that color theory and color in marketing were born. Experts were able to grasp which colors maximize marketing value and put those facts into motion.

Trademarks and their use of color

Brands like Target, Ikea, Sesame Street, Roku, Prada and The Home Depot use the most popular marketing colors to elevate their business. Specifically, Target’s red generates more conversions and sales than any other color. Ikea’s yellow and blue combination is the most readable to the public and soothes feelings of buyer’s remorse. The iconic Sesame Street green makes wearers and recipients more creative and encourages action. Roku’s purple denotes power and luxury, and is one of the colors that appeals most to women. Prada black is a favorite among men and denotes strength and sophistication. Finally, Home Depot Orange is an extremely rare brand color that stands out from other competitors and speaks for itself.

Bring it all together

The use of color in marketing is the new era of business. Those who learn to harness this power will experience exponential success in their endeavors, winning both the hearts and minds of their loyal customers.


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