Marketing or advertising covers a host of topics that have benefits in the success of a business, including those related to psychology and its relationship with consumers. That is why this time we will talk about what is the theory, psychology and meaning of colors in marketing or advertising?
What is color psychology theory?
The theory or psychology of color is defined as a field of study where the perception and impact that a certain color can cause in people is deciphered and analyzed.
On the other hand, in the field of advertising, this theory is used to analyze the impact that different color ranges can have on potential clients or target audiences, which includes their sensations and emotions.
This happens because, consciously or unconsciously, people let their criteria be guided by colors, because colors always produce emotions and feelings in people and also lead them to make certain decisions.
What is it for and how to use the psychology of color in marketing
What our eyes perceive can generate strong sensations and vibrant emotions, which is why it is important that everything that people see through digital or traditional marketing naturally generates these emotions.
This is possible using colors and taking into account that the perception of colors will depend on the demographic characteristics of consumers.
When deciding what you want to project in your brand, what you want the physical establishment of your business to look like, the values you want your company to project, etc., color can play a crucial role in all these aspects in a positive way.
The psychology of color takes on a special role in marketing when creating and designing a modern logo for your business, since the colors you choose for it will represent and identify your brand before the public and will motivate them to buy according to the emotions caused , so the choice of color range must be very accurate and precise to be successful.
What is the meaning of colors in marketing or advertising?
Red
Red is one of the best options to use in marketing because it represents passion, power, strength and is a very visual color that stands out, so it immediately attracts attention. As it stands out among other colors, it is widely used in the food sectors, but when used it must be in a minimalist way, since a lot of red can be too much.
Some famous companies that use red in their logo are Netflix, Toyota, Coca-Cola, McDonald’s and YouTube, and haven’t they made an unprecedented impact?
Green
Green is a color that transmits peace, balance, freshness and that usually represents nature, which is why many brands with organic products or products intended for organic practices use this color.
Yellow
Yellow means energy, happiness, positivity, brightness and youth, and although it is very good to be used because it is striking, it must be used in the right measure because in too many quantities it can be overwhelming.
Blue
Another of the colors extremely used in marketing, which means calm, loyalty, confidence, stability, security and trust, and can be used in any type of business. Big brands like Oral B, Twitter, Walmart, Ford, HP, Nivea, Samsung and Facebook use blue in different shades in their logo.
Black
Black evokes power, elegance, sophistication and in marketing it is used to contrast, also due to its elegance it is used in its logos by brands such as Dior, Nike, Chanel, Prada, Jeep and Zara.
Orange
This is a color that transmits energy, enthusiasm, confidence, creativity, warmth and quality, which is why it is also widely used in marketing; brands like Hooters, Nickelodeon, Orange and Amazon have it in their logo.
Purple
It is a color that means wisdom, royalty, spirituality and wealth, which is why it is usually used in feminine beauty products; Yahoo!, Milka, Taco Bell are some examples of successful propaganda and advertising using the color purple in the logo.
