It turns out there’s a lot more to colors than simply their visual appeal. In fact, the colors you choose for your marketing campaigns or branding may actually impact your success — yes really. According to this article from Help Scout:

“90% of snap judgments made about products can be based on color alone (depending on the product.)”

While the impact of color psychology may be impacted by an individual’s perceived appropriateness of a color, research has shown that the use of color can affect a consumer’s perception of a brand.

Here’s a look at how colors may subconsciously affect consumer behavior.

Red: Red is an ideal color if you are promoting sales because it creates a sense of urgency. The color red is also associated with excitement, passion and movement.

Blue: Blue is known to represent cooling emotions such as peace and tranquility. It is also well known for giving off the feeling of trust in a brand’s products. Generally men and women prefer blue to other colors so it is a common color for branding.

Yellow: Yellow is another color used to evoke excitement. It is an attention-seeking color that can be successful at increasing impulsive buyers or window shoppers.

Green: The color green is associated with tranquility, power and nature. Green can help give a consumer the sense of harmony, which can encourage decisiveness.

Purple: Purple can stimulate the sense of problem solving and creativity. It has also been associated with royalty and respect.

Orange: The color orange alludes the feeling of caution. Which makes sense why construction signs and materials are often orange.

Grey: It is often suggested that the color grey should be used minimally in marketing materials. That is because the color evokes feelings of old age and practicality. Too much of the color can remove an emotional reaction to a product or lead to feelings of depression, which isn’t ideal if you are trying to promote your product.

Black: Black is a color of power, stability and strength. It can also be used as a symbol of intelligence. Similar to grey, it’s not advised to use too much of the color in your marketing to avoid feelings of being overwhelmed.

White: White is commonly associated with purity, cleanliness and safety. Using white space can promote the feeling of something being clean or spark creativity.

Something else to consider when it comes to the psychology of color is the difference of preference amongst the sexes. Here’s a look at the variations in favorites according to Help Scout:

Men’s Favorites:

  • Blue 57%
  • Green 14%
  • Black 9%

Women’s Favorites:

  • Blue 35%
  • Purple 23%
  • Red 9%

As you can see there is some variation between the two that may be important to consider if you are targeting a specific sex with your marketing.

Interested in learning more on how the colors you’ve chosen could impact your brand? The Avocado Digital team is here to help. Contact us today and find out how the Avocado Digital team can help you with your marketing and graphic design needs.