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Psychology of Using Colors and Marketing

Psychology of Using Colors and Marketing

You may have never realized that there is a hidden message behind the colors used by brands. The truth is that behind each logo, there is a psychological meaning behind the color that impacts the decision-making process and can influence customers.

Behind each color, there is an entire language that is created through our eyes that can cause a series of emotions and sensations. Some examples of the feelings we can experience are pleasure, well-being, and security.

The logo of a company must serve to represent the entire corporate identity, that is, their philosophy and values. Therefore, you have to use a color that is consistent with the values you want to transmit to your audience. These messages will be subconsciously associated in the mind of the consumer when they see or listen to the name of your brand logo.

Each color is unique and goes far beyond an optical effect. There is a meaning behind each color that will generate an impact on our brains in an unconscious way. That is why it is so important to conduct a preliminary study to help with the creation of the visual image of your brand. Knowing how the consumer reacts to the different colors can increase your sales exponentially.

For example, it would not be a good idea to advertise perishable food products with a brown color because the consumer could associate it with rotting and generate a negative impact.

However, you do not have to forget that although the color is one of the basic elements in generating impact on consumers it is not the only one. You have to play around with other elements so that the meaning you want to convey as a whole is coherent. It would be useless, for example, to apply a pink color to a funeral company no matter how serious the name, slogan, and typography are.

Down below we have a list of colors and the meanings and applications in the world of marketing with some examples of recognized brands:

BLUE
Emotions:

Marketing:

RED
Emotions:

Marketing:

YELLOW
Emotions:

Marketing

GREEN

Emotions

Marketing

ORANGE
Emotions

Marketing

VIOLET
Emotions

Marketing

PINK
Emotions

Marketing

BLACK
Emotions

Marketing

WHITE
Emotions

Marketing

inphography colors and marketing

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