The proper use of color psychology in design marketing is one of the oldest tricks in the book from branding to content.
The proper use of color psychology in design marketing is one of the oldest tricks in the book. In the realm of marketing, branding, and content creation. The idea of color psychology refers to how specific colors (and their combinations) can affect the impressions of consumers towards a brand. The theory also suggests that the right use of colors can persuade the audience. This is to do a specific action, which, more often than not, is to buy from the brand.
The science of colors in branding and brand strategy
Understanding the pillars of color psychology can help you create a more meaningful impression on your customers. In this section, we will talk about the most common colors used in graphic design and visual content and the emotions that they evoke.
Blue is perceived to be a calming color that translates to peace, stability, productivity, and trust. Some of its shades also have different connotations such as dark blue which can mean tradition and intelligence. Light blue can be connected to feelings of security and freedom. Blue is commonly used as a primary color for eCommerce sites and brands. These brands are usually in the realm of finance, insurance, and medicine. Probably the best example in the market right now are some of the biggest hospitals in the country like St. Luke’s Medical Center. Which has some distinct blue elements on its logo.
According to the color psychology wheel, red evokes excitement, action, energy, passion, and adventure. The hue is popular for creating feelings of urgency. Which is why it is also known to evoke hunger and fun. For this reason, red is commonly used by many food brands such as Coca-Cola, KFC, McDonald’s, and our very own Jollibee. Moreover, red is also a very effective color for impulse actions. This is why it is commonly used in call-to-action buttons like Add to Cart or Buy Now in e-commerce.
Black is probably the most versatile in color psychology in design and marketing. It can be easily combined with other colors or can be used on its own if properly executed. In branding and brand strategy, black is commonly associated with dominance, strength, power, and luxury. Moreover, it is also a hue that can send a message of confidence, which is why it is perfect for e-commerce use.
Black is commonly used in household appliances and luxury brands that denote quality. A good example is the luxury home kitchen brand Breville. In the world of cars, Rolls-Royce which is known for its proud black text set against a white background.
Green, as expected, is often connected to nature, good luck, health, and safety. The color is inviting and is also very versatile for many brands because of its many connotations. For example, it is a good color of choice for nature-focused products but it can also be used for services relating to money because of its connections to wealth and prosperity. Most commonly though, green is famous for environmentally-focused organizations as seen in the branding of Greenpeace. According to some pros, green is also the next most effective color to be used on e-commerce action buttons next to red.
Yellow is usually connected to cheerfulness, playfulness, joy, and curiosity, which is why it is such a popular color for child-focused and pet stores. The thing with yellow, however, is that as much as it can be eye-catching, it can also easily scare away consumers because of how bright it is. As a tip, it is better to always combine yellow with other colors to make it friendlier to the eyes. A good example is IKEA which balances the hue with a more calming blue and LEGO which mostly uses it as a highlight color together with white and red.
Steps in using color psychology in design marketing
Proper planning and brainstorming are necessary for color psychology in design marketing to be effective. Here are the essential steps to follow to make sure that you are on the right track when applying it.
Start with the emotion first
Choosing colors can be overwhelming, especially given that each person has a different way of analyzing one outside of what color psychology suggests. To make the process easier, go back to your brand and decide what kind of emotion makes the most sense for your product and service. From there, you can come up with your preferred tones for your foundation.
Create a stylescape
It’s always a better idea to always come up with a color palette and a stylescape that you can use as a reference when expanding your brand. More than just colors, stylescapes also include other important visual elements such as typography and icons. From here, you can expand this into a full branding guideline, one that is essential for any business.
Consider the culture
Color psychology suggests umbrella emotions connected to each color, but do not forget that a market’s perception of a particular hue will still depend on the culture. Sometimes, color can mean one thing to a certain market and imply an entirely different meaning to another. If you are planning to go international with your branding and marketing, then this is a very important thing to consider.
Explore color psychology with Eight Media
Color psychology in branding and marketing is something that we actively use in our services here at Eight Media. As a pro in Digital Marketing, we make sure to consider every aspect of marketing. Match it with the needs of our clients. We have a tried and tested process to make sure that we deliver results. Starting from planning, creation, activation, and analysis. If you need help with your drip marketing or e-commerce needs, we will be happy to help you when you contact us here.
Did you find this article interesting? You can sign up for our newsletter to stay up-to-date on more stories like this.