Color Psychology And its Role in Marketing

What colors have you chosen for your marketing materials? What were your reasons for choosing that particular color? Was it because you liked those particular colors, or did you have a particular marketing message in your mind

While visual appeal is an important consideration, your color choices could be sending a specific message to the people who view them. Are you sure you know what that message is?

All of the above questions must be taken into consideration before launching your marketing campaign. You'd be wise to consider the psychology of color when designing your marketing materials. Be it business card, brochure, web site, posters or any other material, you'll be making color choices. Colors not only enhance the appearance of the item; they also influence our behavior. You will do well to consider the impact that the colors you use will have on your target audience.

Let me give you an example, have you noticed that most fast food restaurants are decorated with vivid reds and oranges? It's no accident that these colors show up so frequently. Studies have shown that reds and oranges encourage diners to eat quickly and leave and that's exactly what fast food outlets want you to do.

Ever noticed that toys, books and children's web sites usually contain large blocks of bright, primary colors? Young children prefer these colors and respond more positively than they do to pastels or muted blends. Market researchers have had a field day identifying the colors and the likely effect they have upon us.

However, the effects of color differ among different cultures, so the attitudes and preferences of your target audience should be a consideration when you plan your design of any promotional materials.

White, for instance, is the color of death in Chinese culture, but purple represents death in Brazil. Yellow is sacred to the Chinese, but signified sadness in Greece and jealousy in France. In North America, green is typically associated with jealousy. People from tropical countries respond most favorably to warm colors; people from northern climates prefer the cooler colors.

In North American mainstream culture, the following colors are associated with certain qualities or emotions; I encourage you to make a more extensive research if you're marketing outside North America:

1) Red: Excitement, strength, sex, passion, speed, danger.
2) Blue: (listed as the most popular color) trust, reliability, belonging, coolness.
3) Yellow: warmth, sunshine, cheer, happiness.
4) Orange: playfulness, warmth, vibrant.
5) Green: nature, fresh, cool, growth, abundance.
6) Purple: royal, spirituality, dignity.
7) Pink: soft, sweet, nurture, security.
8) White: pure, virginal, clean, youthful, mild.
9) Black: sophistication, elegant, seductive, mystery.
10) Gold: prestige, expensive.
11) Silver: prestige, cold, scientific.

Market researchers have also determined that color affects shopping habits. Impulse shoppers respond best to red-orange, black and royal blue. Shoppers who plan and stick to budgets respond best to pink, teal, light blue and navy. Traditionalists respond to pastels – pink, rose, sky blue.

Want to test some of this out? Check out web sites belonging to companies with marketing budgets that allow for extensive research into what sells best. Jaguar – A luxury car with a luxury web site. There's a predominance of black (sophistication) and silver (prestige). Jaguar markets to people with high incomes who view themselves as sophisticated and look for a prestigious vehicle.

Knowing all these facts, how can you put this information to use?

First, think about your target market. Let's say that you are selling books for young children, but you are marketing to grandparents. You'd probably design the books in bright, primary colors (reds, blues and yellows) to appeal to the children who will use them. However, the marketing materials (web site, brochures, etc.) would be designed with grandparents in mind. You might decide to go with blues (trust, reliability), pinks (nurture, sweet, security) and yellow (happy, playful).

Of course, you would test your ads and colors on a small market segment before rolling out a large scale campaign. Give some thoughts to the message you want to send and to the psychology of the recipient. Then choose your colors accordingly.