Color psychology for advertisers and marketeers


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Color psychology for advertisers and marketeers

  1. 1. Color psychology for advertisers and marketeers
  2. 2. Color psychology theory is very much related to persuasion , but most of today’s conventions on colors consist of hunches and anecdotal evidence.
  3. 3. Misconceptions: Personal preferences, experiences, cultural differences or contexts diminish the effects individual colors have on people. The theory that colors invoke specific emotions is as accurate as reading Tarot cards.
  4. 4. First, let’s start with some interesting facts about colors:
  5. 5. RED Motivates us to take action Means: passion, courage, energizing, pioneering spirit, leadership Opposite: angry, nervous Fun facts: • Red means “beautiful” in Russian. • Chinese brides often wear red wedding gowns for good luck. • It is King’s color – represents the highest ranks and positions of officials.
  6. 6. Orange Is the color of social communication and optimism. It relates to instinct reactions. It represents strong emotions, radiates warmth and energy Opposite meaning: pessimism and superficiality Fun facts: • During the Elizabethan era in English history, only nobility were allowed to wear orange clothing. • Frank Sinatra once said: “Orange is the happiest color.”
  7. 7. Yellow Is the color of the mind, intellect, acquired knowledge. Represents: optimism, cheerful, fun, uplifting Opposite: impatience, criticism, cowardice Fun facts: • In Japan yellow means courage • In Egypt it is used for mourning • Why were post-its originally yellow?
  8. 8. Green It means balance, growth, harmony, nature, youth. It is an emotional positive color which relates to counselor, the good listener, the worker. Opposite: possessiveand materialistic. Fun facts: • Green is often used as a symbol of sickness • Before 1950’s Santa’s suit was green • It was a sacred color in Ancient Egypt
  9. 9. Blue - trust, honesty, loyalty, peace and tranquility Color blue denotes reliability and responsibility. Opposite: inflexible and nostalgic Fun facts: • In Ancient Rome blue was worn by the servants • In India blue is thought to bring bad luck • Owls are the only birds who can see the color blue
  10. 10. Purple It is the color of imagination, spirituality and harmony. It represents the future, encourages creativity, inspiration and originality. Opposite: depression Fun facts: • February is the month associated with purple • Amethyst is the best known purple precious stone in the world • Purple denotes virtue and faith in Egypt
  11. 11. Now that we found out what is the meaning of every color, let’s see some insights on how they play a role in persuasion: 1. Color branding 2. Color preferences by gender
  12. 12. Color branding is one of the most important issues relating color perception.
  13. 13. ...but… The truth is that color preferences are mostly determined by experience. Which means that our experiences with objects determinate how we feel about the colors of the objects
  14. 14. Don’t worry! Messaging patterns revealed that colors play an important role in purchases and branding. 90% of snap judgments made about products are solely based on colors.
  15. 15. There are five core dimensions that have a role in a brand’s personality, that are vital to consider: Sincerity - domestic, honest, genuine, cheerful Excitement – daring, spirited, imaginative, up-to-date Competence – reliable, responsible, dependable, efficient Sophistication – glamorous, presentation, charming, romantic Ruggedness – tough, strong, outdoorsy, rugged
  16. 16. ……. Before starting the branding process you should ask yourself: does the color fit what you are selling?
  17. 17. Don’t forget that your brand’s colors have to support the personality you want to portray. Don’t try to align it with cliché color associations. Example: Green = calm …BUT… sometimes it is used to environmental issues or financial spaces.
  18. 18. Remember! The Isolation Effect An item that is unique and stands out it is more likely to be remembered, this is why consumers prefer palettes with contrasting accent colors.
  19. 19. Another helpful insight that you should consider in your branding process is color preferences by gender.
  20. 20. What colors men like: Blue Green Black Red Grey White What are their least favorite colors: Brown Purple Yellow Orange
  21. 21. What colors women like: Blue Purple Green Red Black White What are their least favorite colors: Orange Brown Yellow Grey
  22. 22. • men prefer bold colors  with a little black • women prefer soft colors, tints colors  with a little white
  23. 23. Now…take the canvass and start painting your brand!
  24. 24. Thank you for the images: