The Psychology Of Color In Marketing And Branding – One of the oldest fields within graphic design is the psychology of color. We use this psychological approach to understand how we interpret the shades of light we call color. In the same way, thanks to that, we know that each color has a meaning and an emotional charge that comes from our evolution. Thus, the use of color in marketing campaigns is a very powerful tool.
As a marketing tool, color psychology offers many possibilities in today’s market. In fact, everything we know about it, such as its features and tools.
The Psychology Of Color In Marketing And Branding
Likewise, this is a resource that, as a marketing agency, it understands very well. Therefore, our goal is to help you use color correctly in your marketing campaign. This will then allow you to give your brand the exposure it needs in the market. To understand this and other aspects. In this article, we will examine the importance of color from a psychological and advertising perspective.
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Everything about color psychology: definitions, basic concepts, and the most important technical concepts of color psychology
We know that this field analyzes and researches visual sciences such as color. Therefore, we can define it as a set of methods that study the effects of color on our behavior. Because of this, designers can get information about how users behave in front of them. Therefore, they can understand how the influence of color affects our buying behavior.
We must highlight that we can use this method in many ways. However, in recent decades, its use has become more important within the advertising industry.
This is due to the increase in social networks and the Internet as a means of selling. Similarly, competition between brands has also promoted this method.
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They, in their bet on the new market, have increased the demand for services related to the use of color in advertising. We have known the connection between color and our way of thinking since ancient times.
In those times, people associated each color with an element of nature that gave them their own meaning.
The Maya are a clear example of this. Here, they associated the colors yellow, black, and white with the four cardinal points.
In contrast, alchemy is another element that design historians link to the birth of racial psychology.
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The motivation to incorporate this theory into current structural science came from Sir Isaac Newton’s studies on light. His essay, “Optics” from 1704, marked the transition between what we knew about color and what we know today.
He did this by releasing his works on color theory. His work titled “Theory of Color” showed the importance of how we perceive color.
In it, he tried to take this research to new heights that, at that time, had never been seen before.
The works of psychologist Eva Heller also made a significant impact on the historical development of color theory. He was against the idea that the meaning of each color was the same everywhere.
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Thanks to his discoveries, we now know that the meaning of each color is not something we know from birth.
According to the Color Research Institute, we know that the use of images has a direct impact on consumer behavior when making a purchase. This is because, once the customer sees the product, it will take him 90 seconds to process all the information. Therefore, color collects all this information for the customer to see.
Many scholars estimate that this value has a critical range of around 69%. Nowadays, marketing experts have given a lot of credit to the use of color psychology. Because of this, the meaning of color is now a part of advertising design branches. Here, every interaction the public has with advertising support, is a lesson for professionals to study. Furthermore, the goal of advertising is to come up with a mix that separates the brand from others.
A brief analysis of the interpretation of shades according to the historical context, culture, and their level of position in the market.
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The colors we see are the result of the bending of light, which produces a range of seven colors.
These colors are between the 380 and 750-nanometer range. Therefore, this information is important because it allows graphic designers to create artificial colors.
They do this through the use of a computer capable of creating a color palette in RGB format.
Here the primary colors are red, green, and blue. This has enabled us to learn how the wavelength of light can affect the shade of a color. Similarly, this is an observation based on the psychology of color.
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Furthermore, this explains how each color can affect the context in which it is used. Because of this, color is considered part of the “visual language”.
Likewise, it can have many meanings and uses. Therefore, when we use it to advertise a product or brand, it is interpreted from this perspective.
On the other hand, due to the use of psychology studies, we were able to establish three factors that define each color. These are, “hue”, “lightness”, and “saturation”. These are well-known features that allow us to distinguish each of their characteristics.
This is a special case as it can have both positive and negative meanings. In short, this is a color that can mean happiness but also caution. For this reason, a marketing expert must know how to use these meanings to create effective advertisements.
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The positive aspect of this color is that, since it is very bright, it easily attracts attention. In fact, many companies use it to grab people’s attention for their brand or product. According to the psychology of color, different meanings of yellow can cause different feelings in people.
Likewise, because of its status as a primary color, its meaning can evoke strong emotions from people.
The psychology of color. What is the most frequent use of the color yellow in the world of advertising?
According to the psychology of color, the yellow tone can improve our mood because it has a lot of value and energy.
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This color is mostly used in products that cater to a very young audience, such as children. Similarly, it is also associated with fun activities.
One negative aspect of this color is that because we also associate it with caution, it can create feelings of anxiety.
In fact, in the case of traffic lights, the color yellow is very good. This is because it gives feelings of closeness, attention, and care. Therefore, we can use it to attract compulsive buyers.
According to studies of color meanings, blue is one of the most popular. In fact, almost everyone likes the color blue. This is a color that can mean confidence and stability.
The Psychology Of Color In Marketing And Branding
Besides, we can consider it a formal color without being too bad. For this reason, we often use this color in financial institutions like banks.
The reason for this is because, according to color psychology, it makes people feel safe. Similarly, when we use this color, we can also improve the loyalty of our users and customers.
On the other hand, it is good to show the results of studies carried out by the Journal of Business Research during 2003. Thanks to them, we know that stores with a blue color scheme see the return of customers more often. In contrast, retail companies based on red and yellow do not get this.
Besides, we know that, according to the psychology of color, the color blue can make the customer feel trusted by any brand.
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At the same time, in order to achieve the best possible results, we should consider the difference between cold and warm tones.
In fact, the meaning of the color blue and green is often combined, as it allows for that difference.
We can associate the color blue with words such as stability, authority, security, peace and trust. Likewise, since this is a water color, it can also mean a clean and calm state.
Conversely, this color can also make us feel cold, sad, sad, and distant. Similar to green, blue is known to calm and relax our bodies.
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In fact, this calming effect is the reason why hospitals or medical products use this color, as it can help patients feel better.
In addition, we use this color for the packaging of drinks and natural products as it is related to water. Similarly, traditional brands generally use blue and green colors in their products. This is because it makes us feel safe and that the product is reliable.
Due to its wide range of meanings, red is known as the color of energy and strength. Therefore, this is an element that you must use correctly for your business promotion. If you do this, it will work as a powerful wake-up call.
On the other hand, marketing experts assure that the meaning of the color red can be remembered as a stop sign.
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Therefore, red can be the signal that makes our users step on the brakes. This is because it is the color most commonly used as an alarm signal.
This color can be used to launch
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