How does it affect? Colors in marketing are the same promotional tool as an advertising slogan, a unique selling proposition or a logo. Different shades have a unique effect on people, causing a variety of feelings.
What to pay attention to? Colors are used not only in branding or advertising, but also in the design of websites and applications, as well as their elements - buttons, forms. Harmonious combinations have a positive effect on potential customers, and violations of accepted norms can give an unexpected effect.
The article explains:
The Role of Color in Marketing
The Purpose of Color in Marketing
Characteristics of flowers
The Importance of Color in Marketing
Criteria for choosing colors in marketing
National Peculiarities of Using Color in Marketing
Color Combinations and Gradients in Marketing
Methods and tools for color selection in marketing
Limitations of Using Color in Marketing
Frequently Asked Questions About Using Color in Marketing
5 Scenarios for Using Neural Networks to Increase Website Conversion by 40%
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The Role of Color in Marketing
Studying the psychology of color the benefits of using our teacher database reveals the impact of different shades on a person's perception, behavior, and emotional state. Some colors can cause anxiety, while others can cause irritation. There are shades that stimulate action, as well as those that promote relaxation.
Research published in 2019 highlights that colours can influence the perception of pain. Scientists conducted an experiment in which participants were presented with different colours before being given small electric shocks. The results showed that viewing red increased the unpleasant sensation, while blue, green and white had a softening effect.
Despite the lack of strict conclusions in color psychology, this discipline is of great importance in marketing.
Colors in Marketing
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Using certain colors can influence decision making, for example in the context of purchasing products. In 1994, Weinberg, Campbell, and Brody proposed a color product matrix, classifying products by cost and the needs they satisfy – both vital and emotional. This resulted in four product groups:
Vital needs Emotional needs
High and medium cost White goods Red goods
Low cost Blue goods Yellow goods
White goods are functional products (cars, computers, refrigerators and televisions) that often require significant financial investment.
Red goods included sports cars, jewelry, and branded clothing. These products were high-priced, emphasized a person’s status, and contributed to self-esteem.
Blue goods, in turn, did not require significant investments and included such items as detergents and building materials.
Yellow goods are small pleasures of life that can be quickly purchased and consumed. These included desserts, cigarettes and alcoholic drinks.
This matrix does not imply that there are no other colors in the specified product categories. A striking example is the packaging of cleaning products, which may include not only blue, but also white, yellow, green and orange.
There are many studies that describe the influence of color on human behavior. Their results vary, indicating that color perception is subjective and depends on many factors, such as experience, individual preferences, cultural characteristics, upbringing, and context (for example, brightly colored product packaging can irritate a person if he or she is in a bad mood).
However, it is possible to identify a certain system in the choice of buyers. For example, 85% of people make a purchase decision based only on the color of the product, more than 90% evaluate the visual design, including the logo, website design and the aesthetics of the advertising. At the same time, 80% of buyers choose a product due to the recognizable design of the brand.