The role of colors in marketing
Color psychology is an important aspect of marketing in the modern world. Learning about the influence of colors on human behavior is becoming more and more popular among professionals dealing with advertising. Colors can both encourage the purchase of goods and completely deter potential customers.
It takes so much time for a potential customer to make an informed decision about buying a specific product. According to the „How Colors affect conversion Rate” report, as many as 85% of buyers make this decision based on color, while 26% of buyers better recognize colored content than black and white.
Red is an emotionally charged color. Texts and images in this color are the first to be seen by the customer. It emphasizes the emotions of desire, love of passion as well as danger, strength or war. Perfect for ads encouraging quick decision making and short and distinct advertising slogans, eg “buy now”, “opportunity”, “only with us”.
Examples of using red in the ad:
It is a color that is associated with the sun for each of us, which is why it is closely connected with joy, energy, happiness or mental acuity. By using a yellow color, we create in the client a feeling of warmth, joy and pleasure. Perfect for example when promoting products for children and in offers for a pleasant holiday. It has a positive effect on conducting all types of trade negotiations or exams. It makes it easier for us to get along with other people.
Orange combines the energy flowing from red and the joy and freshness of yellow. As it is a citrus color that stimulates the appetite, it is perfect for the promotion of catering facilities or food products. The joy and determination that characterize the orange color make it especially loved by young people.
The color of nature, whose symbolism refers to growth, fertility, balance or freshness. It calms and unlike the red color gives a sense of security (example traffic lights). In advertising, it is ideal for promoting products of natural origin, harmless products, and medical and medicinal products.
A colorful symbol of stability and certainty. The color of the sky and the sea, that’s why it is perfect for promoting products related to water and cleanliness, as well as sky and air. Examples include products such as airlines, cleaning products and water filters, as well as all kinds of products related to nature. The use of blue when advertising food mostly concerns products of marine origin, eg fish. It is worth knowing that the symbol of blue color is loyalty, wisdom, faith and truth, which is why it is so often used in advertising IT and business services.
Purple – our color
For in the old days, it was associated with nobility, wealth or luxury. This was due to the fact that obtaining a violet color was an extremely expensive undertaking. Purple is also a combination of passion and power of red with the depth of blue. It is something between desire and stability and rationality. In advertising, it is used to promote companies dealing in interior design, in the art industry as well as all kinds of marketing campaigns dedicated to young people and children.
It is a composition of red with admixtures of white or blue. This “sweet” color is associated most of us with dolls of little princesses and the magical world of good fairies. It is extremely subtle and delicate. It brings to mind feelings of tenderness and sensitivity. In marketing it will be perfect for promoting products for girls, toys and beauty services. However, there are large companies that also used pink in their identification. These are WIZZ and T-MOBILE brands.
Black is associated with elegance, power and mystery. Nevertheless, it also has a dark side, which evokes a somewhat more fun atmosphere in us, hence it is often used in promoting funeral services. Most women probably feel in the proverbial “little black”. First, it adds chic and elegance, and secondly optically slimmer. Black is also a high standard, hence so often luxury cars are sold in this color.