We all know that humans are visual creatures. We are all influenced by what we find visually appealing, stimulating, and thought-provoking, whether we realize it or not. So much so, in fact, that there is an entire field of study dedicated to examining how color impacts our behavior and decision-making skills.
Color psychology is one of the most interesting tools in the marketer’s kit. Although incredibly subtle, color plays a crucial role in marketing. Certain colors evoke certain emotions in the consumer and can even be used to create a sense of urgency and drive them to an action. Which is why experienced marketers always take color into consideration whenever they craft their marketing plan. Don’t believe me? See for yourself.
Color Impacts Your Marketing Plan
Colors and Emotion
Certain colors evoke different emotions. According to many color psychologists, we can assign a number of meanings to different colors. For example, red can be associated with love, life, warmth and energy. Green is heavily associated with growth, health, tranquility, and fertility. When crafting your marketing plan, think about the kind of emotions that you want your audience to associate with your product.
For example: If you are producing bath bombs, perhaps green and white will help you invoke the clean, lively and refreshed feeling you are going for. If you run a fashion boutique specializing in office wear, you may stick to more traditional colors like blue and red.
Cool, right? We think so! Check out other colors and their associations here to help you get started.
Light v Dark
Similar to how different colors have different meanings, the shades of color you use will also have an impact on how your consumers perceive your brand’s visual image. Think of it this way: you wouldn’t wear neon green camouflage, would you? Of course not--because neon green is not the same as army green; one will let the whole world know exactly where you are, and the other will keep you hidden.
Trying to create a memorable brand? Find out all there is to it with this blog post about the importance of brand image.
Darker shades tend to communicate more power and authority, which is why many luxury brands rely on black in their visual branding. Lighter shades, meanwhile, can communicate liveliness or cleanliness. As you’re assembling your marketing plan, it’s important to carefully consider how the shades you choose can impact the message you send. For a more detailed look at color in branding, we love this infographic from HubSpot.