In a study called, Impact of Color in Marketing, researchers found that up to 90% of snap judgments made about products are based solely on color. Though the reasons people make purchases based on color are up for debate, the fact remains that color in advertising and branding has an important role. Colors can create responses in people by power of association – most often, what sort of personality a certain color is associated with.
The five basic personalities are: Sincerity, Excitement, Competence, Sophistication, and Ruggedness. But which colors can evoke these emotions?
Red, Yellow, Orange – Excitement
You may notice that food companies will often successfully utilize these warm colors in their store signage and décor because it encourages appetite and enhances metabolism. Consequently, we suggest using red on advertisements to attract attention to important or exciting messages.
Green – Sincerity
Commonly used to represent nature, green also symbolizes growth, harmony, and freshness. Green invokes feelings of security and health as well as thoughts of financial security and monetary success. Organic food brands, fitness centers and financial companies find green to be one of the most effective marketing colors.
Blue -Sincerity/Competence
Blue is often associated with trust, confidence, and intelligence. It produces calm feelings and even slows down metabolism. This should be taken into account when promoting food because the color blue is actually an appetite suppressant. However, social media outlets often use this color quite successfully to help promote a friendly environment. (Nor does it hurt that blue is the most common favorite color).
White – Competence
White is clean, simple, and clear. Apple uses this color quite professionally to promote their ideals of simplicity and efficiency with their products.
Violet, Silver – Sophistication
These regal colors are often associated with royalty and riches, inspiring feelings of sophistication. Often, these colors will be used to promote beauty products, or expensive perfumes and lotions.
Brown, Black – Ruggedness
These earthy tones are reminiscent of earth, dirt, and nature. However, also consider the benefits of warm browns and deep blacks for inspiring feelings of sophistication. Think of expensive chocolates, for example.
Need help identifying great colors to help personalize your advertising? Give us a call. We’ll help you design something that’s right for your business.
