In branding and marketing, the psychology of color is focused on how colors impact people’s perception about a brand and whether or not it will persuade them to go for it. However, smart decisions are cogent on how to use the color spectrum to convey the right message with our marketing and branding.
It’s an important aspect to consider when creating marketing assets, building a new business, or rebranding an existing one. In a study titled “Impact of color on marketing,” researchers found that up to 90% of snap judgments made about products can be based on color alone. You can imagine. Research also shows that personal preferences, experiences, upbringings, cultural differences, influence our perceptions about colors. The key is to look for practical ways to make decisions about color.
How then do you make practical decisions about color in your marketing and branding? The context you’re working within is an essential consideration. The appropriate color to use depends on the feeling, mood, and image that you have around that brand or product.
Here are few things to consider when it comes to choosing color for your brand:
- The appropriate color speaks volume of your brand’s personality
Brand personality refers to set of human qualities attributed to a brand. Colors influence how customers view the “personality” of the brand in question. You need to know what you want your brand’s personality portray, and how you can use color to convey that personality.
2. The appropriate color appeals to your audience and persuades them to come for your brand
You need to ask yourself, does the color fit what’s being sold or the service being rendered? When it comes to picking the “right” color, research has found that predicting consumer reaction to color appropriateness is far more important than the individual color itself.
So when considering colors for your marketing and branding, ask yourself questions like, if I were to be a client or customer, would this color be appealing and impressive?. Notwithstanding, “Perceived appropriateness” shouldn’t be so rigid as to assume a brand or product can’t succeed because the colors don’t match the surveyed tastes.
3. The appropriate color brings uniqueness to your brand and makes it standout
Hardly will you start a new business without an existing competitor. Your creativity is what will bring out that uniqueness in your brand, which makes color an important element when creating a brand identity. Therefore, it’s important for new brands to pick colors that ensure differentiation from entrenched competitors.