Colors and Marketing – What really works
Colors evoke feelings. What feeling does the color yellow evoke in you? Warmth? Maybe tranquillity? When deciding how to market your product, don’t forget that something as simple as choosing one color over another can absolutely have an effect on potential consumers choosing your product over the competitors. There’s a whole psychology behind why certain brands choose the colors they do and we’re going to briefly review these points.
Remember the saying, knowledge is power – the more you know, the more powerful you become, so use this knowledge to your companies advantage. The truth is, different colors help project particular feelings and emotions. For example, the color red can represent action, excitement and passion. A product marketed in red creates a psychological message in the mind of the consumer that “this product is exciting!”
While it may seem trivial, the specific color palette you choose can have an immeasurable impact on the appeal and success of your product. In fact, a recent study conducted by Kissmetrics showed that the color of a package was the first thing 85% of customers noticed when interpreting the value and message associated with a product. Here are some points to consider about the various strengths each color possesses.
White. The absence of color – it’s simple and sleek, denoting serenity, purity and cleanliness. It creates a sense of peace and a sense of ease in the customers mind. It’s an optimal color choice for modern health and wellness companies, spas, even alternative medicine. One of the world’s largest tech companies Apple utilizes this color to promote their ultra-sleek and clean looking tech products, which helps distinguish them from their not so modern looking competitors.
Black creates the opposite sensation of white in a customer’s mind – it’s creates a bold, confident and formal statement. A product marketed in black can be seen as important, appealing to a certain target audiences looking for sophistication, power and elegance. The auto maker Jaguar utilizes the color black quite effectively in their marketing campaigns, using its sophistication to target a higher income persons such as executives and business professionals in order to maximize sales of their luxury auto-mobiles.
Red. This color is one of the more diverse choices when it comes to evoking a specific feeling in the mind of the consumer. It’s a “loud” attention grabbing color, signifying action, excitement and passion. Red is universally considered to be the sale trigger – it’s the color that promotes a CALL TO ACTION! CLICK HERE! BUY THIS! I’M A HOT ITEM! Perhaps it’s the subliminal link it has with the color of fire has something to do with it, but red certainly creates a sense of urgency in the mind of the consumer – and urgency help convert potential buyers into paid customers. When Coco-Cola launched 1944 with its new and exciting carbonated soft drink, the company used the color red to promote this sense of excitement. Unlike the competing bverages at the time, theirs wasn’t dull like the rest, theirs had a pop to it, it was refreshing to the taste buds and well – the bubbles just made it seem more of a thriller to drink.
Blue. Alright – EVERYONE PUT ON THEIR TECH-GEEK AND INVESTMENT HATS! Blue is one of the most popular colors in the field of marketing for a simple reason – it’s reassuring as it promotes feelings of confidence, stability, intelligence and security. This smooth, appealing neutral color invites a consumer to feel secure and confident in their purchasing decision. Blue is a safe color – and a product marketed in blue is a considered to be safe buy. It’s no wonder it’s a tech and communications company favorite. You want stable service? COME ON OVER TO THE SIDE OF BLUE!
Orange is a fun and enthusiastic, energetic color – not quite as urgent as red, it represents a brand that’s creative and off-the-beaten-path. The absence of too many brands using this color will ensure an orange product gets noticed. One cheerful company that successfully utilizes the color orange to promote its cheer is the children’s TV network Nickelodeon – good marketing strategies has enabled it to become viewable in over 98 million households, mainly in the US and Canada.
Yellow. This is one of the warmest colors you could choose, after all it’s the color of the sun! It represents feelings of youth, energy and positivity. Any brand that seeks to form a positive, energetic connection with the consumer would do well to inject some yellow into their marketing. It’s no wonder that the corporate giants over at McDonalds decided to make those bright gold arches that every child salivates at the sight of – however healthy or unhealthy their product may be, those yellow arches sure seem warm and welcoming to kids from all over the world.
Green. Two things typically will come to mind money or nature depending on your views in life. The word itself – “green” – has become synonymous with money, and the color green is therefore often associated with growth and prosperity – a great choice for a financial firm trying to sell the notion of future wealth. However, in keeping to the natural side of green and its association with nature, it’s effective in promoting a sense of health and well-being – perfect for companies advertising eco-friendly and health brand products. Starbucks uses green to let their clients know they care about serving premium organic based foods and beverages – a healthier choice over its not so health oriented competitors.