While recalling the essential marketing factors, one would not often come up with colour playing a significant role. Still, interestingly it is one of the most requisite ingredients in the recipe for effective marketing strategy.
As the name suggests, colour psychology refers to the complex psychology of colors; many times, color plays a significant function in determining our judgments, attitudes, moods, etc. Believe it or not but certain colours have specific emotions evoking characteristics.
The marketing and advertising industry is hopping on the bandwagon of utilizing color psychology to influence their customer’s decisions. Let us look at some of the ways the marketing industry uses colors to its advantages:
- Persuasion
There are a wide variety of goods/services of a similar category or even give out the same results, but how do companies make sure that their services are the ones customers opt for? Persuasion is the key while marketing, but how do companies constructively use color? Brands can put colors into use by knowing about the customers’ perceptions towards various colors, what they make them feel, how it makes them feel inclusive and appreciated.
- Distinctiveness
In the market, there are a billion companies that provide the same services and goods that your company provides; therefore, to stand out, you need to be creative and unique. While creating a brand and a logo, the colour palettes play a vital role, and these things set you apart from others.
For example, if you are a fast-food chain and want to establish your presence in the market, look for something that will indeed be unique and avoid colors like red since billion dollar companies like mc Donald’s and KFC have established themselves in the market very prominently, be distinctive from others so that if you are to expand your brand and open multiple branches, the customers should be able to walk past the several other companies and come straight to you.
- Aesthetic Intend
In marketing, the visual appeal and the aesthetic intend are majorly looked upon. If a brand logo and the interiors are visually pleasing, attracting new customers is highly likely. On the other hand, if customers apart from the already existing ones come across your brands, they are more likely to judge your brand by the aesthetic factor and make impulsive buys. The company’s packaging, website, logo, and other visual factors can determine the success or failure of the brands.
- Following the trend
Customers expect your brands to make their lives easy this is done by various marketing strategies; this is where the psychology of colors comes into play; for example, if a female customer enters a store to buy a razor, she will automatically be attracted towards the razor which is packaged in a pink/blue outer packaging. On the other hand, a male customer would be interested in buying a black razor with a black/red outer packaging. This marketing tactic makes the shoppers’ experience more pleasant and easy.
- Generates profit
Continuing with the above example, companies generate profit with the help of playing with colors; in this case, the profit is generated with the help of a tax called the pink tax; this tax generates extra profits by putting a costlier tag on feminine products; therefore, women must pay more as compared to men for the same product but with different packaging. Therefore, color helps brands in unimaginable ways.
- Catering to all
A handful of companies adopt specific strategies that boost their sales. For example, a company with a logo and website that caters to color blind people through the choice of their color palette would draw a wide range of customers. Consequently, there will be a boost in sales as the people not affected with the same condition can also consume the company’s services.
- Generating emotions
Certain colours are known to generate specific emotions, such as green which is associated with health, hope, nature, etc. therefore, many pharmaceuticals design their brand incorporating green. And other colours too have specific emotion-generating characteristics; therefore, color plays a crucial role in certain invigorating emotions.
- Communication with customers
Although a non-verbal way of communication, color conveys many messages; it builds a factor of trust between customers and your brand. For instance, insurance companies and banks usually opt for blue to convey a feeling of trust and understanding. On the other hand, other colors like red mean scrumptious fast food and mouthwatering, and color like white is prevalent among dairy companies like Amul, mother dairy, etc. Hence the colour you choose for your brand is descriptive of what your company does.
So, these were the few ways of many in which brands make use of colors to influence the decisions and choices of the customers in a psychological manner. We hope you found it relevant and informational, looking forward to your feedback!
