The behavioral effects and idea that colors trigger specific emotional responses is an interesting and highly controversial debate, especially in seeing how it is reflected in marketing. Most evidence and persuasive techniques rely on anecdotes and advertisers perceptions of the market. Despite this, an overwhelming amount of research has been conducted into the psychology of color.
Common Misconceptions
Research indicates that factors such as cultural variation, personal preference, context, and experience create inconclusive results about the effects individual colors have on each person. The truth is that the personal triggers are too dependent on personal preferences and experiences so there is no universal translation for a specific emotion. What is clear from all the research is that 90% of consumers’ snap judgments are based upon color usage. The only definitive conclusion that can be drawn from scientific research is that the perceived appropriateness of the color being used is the most important factor. Color influences the perceived “personality” of the product or brand. Although there are no universal generalizations that can be made about color, you can find trends if you narrow the market within a single culture.
Warm Colors
Warm color tones including red, orange, and yellow evoke very strong emotional responses and are often used to stimulate hunger. They offer trigger emotions related to happiness, energy, joy, enthusiasm, warmth, and comfort. Many restaurants and fast food chains such as McDonald’s, KFC, and Pizza Hut use warm colors to stimulate hunger to increase sales. These colors are also highly visible and create visual contrast which stimulates customers to make decisions more quickly. The tones you choose can vary the emotional response, so you should be careful before selecting a specific shade to avoid a negative response. Red can be a very intense color and can trigger a wide array of extremely positive or negative emotions, so it is important you choose a tone that complements the other colors in your logo.
Cool Colors
Cooler color tones such as green, blue, and purple are most frequently associated with tranquility, creativity, health, and trust. Blue is the most popular color preference between both genders and commonly used for many different types of products. Lighter shades of blue are more closely associated with tranquility while darker tones create feelings of trust and dependability. Brands such as Wal-Mart, IBM, and Facebook use blue tones to increase customer trust and convey reliability. It is also important to understand your target market so you can customize your logo to appeal to a certain demographic; for example, purple is extremely popular among women but is among the least favorite colors among men. Shades of green and blue are often associated with nature and conjure feelings of peace and tranquility. If you use these colors in your logo, you want to ensure you are conveying an appropriate brand image.
Black and White
These two colors can be some of the best color choices because they create a strong visual contrast, especially when paired together. In most cultures, white represents purity, cleanliness, and perfection while black signifies elegance and power. For companies such as Apple, using the color white is a smart marketing choice because it conveys the image of efficiency and creativity. When these colors are paired with silver and gold, it often projects sophistication and luxury which is why they are utilized for such brands as Prada and Chanel.
Choosing the right colors for your brand, logo, and custom company posters is an important decision which is why some companies hire graphic designers for their expertise. However, many companies either cannot afford an in house designer or prefer to outsource to professionals in the field. It is also wise to review the research and market data to narrow in on the emotional triggers and image you want to convey to your customer. You can also conduct your own market research or polls to choose the best colors that trigger the desired response.
Tamila Brown is a full-time mother and part-time blogger. She enjoys writing on marketing and advertising, as well as DIY and parenting blogs.
