As a consumer we often don’t think about the influences of color. Color affects us unconsciously and it can mean the difference between buying a particular product or not.
Different colors suggest different things and many trigger emotions, impulses and many have attributed associations. Choosing the right color for a particular product or business logo can have dramatic effects.
After cost, appearance, design including color is the next biggest influencing factor when it comes to someone buying a product.
Colors can instantly and unconsciously give the consumer information about a particular product or brand. For example health food shops normally include green in their branding, logo and overall shop color scheme because green is associated with health, freshness and nature or natural ingredients.
The affect that color has on the human brain is still a relatively under-exploited science. However the scientists that do study the effects of color believe the influences of color can be profound. This knowledge provides an obvious advantage to those that understand the impact of color in marketing and branding.
Research suggests that people make judgements about products, websites and brands very quickly, somewhere between one and two minutes for most people. It’s believed that more than 80 percent of that judgement is determined by color and overall visual appearance. Texture, sound and smell make up the rest of the deciding factors.
The right color choice for a product can improve consumer comprehension about a product or service, gain attention, improve readability and even encourage and influence a consumer in a particular way.
Influences of Color
Warm colors such as red, yellow and orange can increase appetites while cooler colors like blue and green can encourage suppression of appetites.
Bright colors can obviously be used to gain attention, make something stand out or make a certain area more prominent.
The color blue is often associated with trust, reliability and security and it can have calming and relaxing influences.
Fresh, Healthy & Natural
Green and brown has connections to freshness, natural, nature and health. People also associate these colors to the great out doors, farming and the wilderness.
Red can increase blood pressure, heart rate and increase our physical energy. Yellow and orange can also have similar affects and are often associated with high energy and the sport and fitness industry.
Professional & Organized
The color black encourages and suggests professionalism, seriousness and organization.
White is clinical and gives the impression of cleanliness and perfection and also implies simplicity.
Wealth & Extravagance
Colors purple and gold are often associated with wealth, high status, luxury and royalty.
Experience & Wisdom
Silver and gray are associated with experience and knowledge, they’re also associated with modern living and the future.
Colors purple and black are often associated with the unknown, mystery, magic. Purple has connections with spiritualism and intuition.
Things to Consider
Different people can have different associations with certain colors, this can be due to personal experiences and also cultural differences.
There are also negative associations with certain colors for example Green – Jealousy. However the stronger association will be the dominant one for the majority of people, so it’s not something that should affect a branding decision.