The use of color in marketing helps a brand to stand out. The proper use of color ensures that clients feel what a brand is all about. It is therefore imperative to understand color psychology as it will go a long way to guarantee the success of the content being marketed. The use of color portrays a certain message which implies that poor use of color may negatively change the impact of a message. According to research carried out by a study called the Impact of Color in Marketing, 90 percent of spur-of-the-moment judgment made about a product is based on color alone depending on the product being sold. If one decides to use color to brand their product, it is important to ensure that the color used fits appropriately with the adjacent product. This can give an upper hand when it comes to marketing the product and brand as they affect how people perceive them.
Using Color to Bring Out the Personality of a Brand
Research has shown that there is no ‘right’ color in the market, but rather certain colors when used properly arouse the desired reaction. This is because the color relationship with the product is more important than the individual color itself. This gives a real connection between the customer’s perception of a product and the use of color in branding. People stereotypically think that colors are associated with certain traits such as green is associated with calmness, this is not the case when it comes to branding. In branding, a specific color is supposed to support and complement your brand personality, for example, if the brand personality is Sophistication, one selects a color that will communicate glamour and charm. If the brand name is Mint Inc., they can use a color such as green to complement the name. Before choosing a color, one should put into consideration the personality, the company name, brand, and what products are being sold, this should be a guide on the color to use.
Using the Right Colors for the Right Customer Base
Looking at the target audience for a certain brand is very important when it comes to choosing a color. This is because different groups of people have different presences when it comes to color. It is, however, important to note that cultural background and environment plays a major role in color preference and appropriateness. It is ignorant to simply say “blue is a color for boys” studies have shown that blue is the leading favorite color for both genders. Studies have also shown that when it comes to tints, hues, and shades, women prefer softer colors (colors with white added) while men like bold colors (colors with black added). This will help you to choose the right colors to use for the targeted customer base.
Consumers’ perception of a brand is greatly inspired by the colors used and how well they are used. It has been proven that most people will go for brands they are familiar with. Therefore, most people use the colors already existing in the market in their specific industry. When everyone in the industry is using pink, new brands have a chance to stand out and simply use blue.
Color psychology is the association of colors with the emotional and mental reactions arouse on people with sight. There are many proven and accepted elements of color on the effects of people’s psychology. However, some interpretations, meaning, and perceptions may vary due to the difference in cultures and environment. Color psychology is usually affected by the two color categories; warm and cool colors. Warm colors, which are mostly bright, are used to bring a warm and comfortable feeling. These can also evoke negative emotions such as anger and hostility. They include yellow, red and orange. Cool colors evoke certain emotions ranging from calmness, serenity peace and sadness. They include green and purple.
Emotions Evoked by Different Colors
Colors such as purple are used to bring peace to a surrounding thus encouraging activity. Red color gives a powerful presence; it gets the attention of someone very fast. It should be used sparingly to avoid awakening negative emotions that may occur when it’s too much. Orange color gives an enthusiasm and high energy. It provides a visual feel of fun and freedom. The yellow color is mostly known as the epitome of happiness, cheerfulness, and joy. This is a color to be used if the website is about lifting someone’s spirit; it attracts a lot of responsiveness.
Green color has a much more positive reaction compared to other colors. It gives one a sense of rest and tranquility. It reflects mostly on the peaceful aspect of life. It is scientifically proven that the eye retina primarily focuses on the green color and it is less straining to the muscle of the eye. The blue color which is widely used in marketing, branding, and websites, gives a sense of trust distress and calm. It evokes a more psychological reaction than physical. It is best used in marketing as it evokes a feeling of trust and building of relationships.
Purple which is mostly known as the color of imagination evokes a soothing mysterious feeling. It can also be very distracting if used too much. Black is a color of sophistication, control, and seriousness. If used too much it can cause negative emotions such as depression. This is because it is associated with evil, death, and darkness.
The Application of Psychology of Color in Marketing and Branding
A color is an essential tool in marketing and branding as it has an impact on thought and behavior of people. Color adds to the visual of a brand, and it directs the eye where to look. It is also known to add context to content. Everyone has a different reaction to color based on past experiences and environment. Research has shown that bright colors evoke physical responses and activities while calm, softer, and deeper colors elicit a more mental and visual response. People tend to judge a brand the first 90 seconds they come into visual contact with it. Up to 90 percent of that judgment is purely based on the color used. When it gets to the business of getting people to sign up or click a button to a website, contrast of the colors used on the website is very important.
Creating an engaging and compelling online presence is not an easy task but keeping an excellent online user experience is the hardest of them all. Different companies use different approaches to track user research and testing. Some strategies that work for one company might not necessarily work for another company. It is, therefore, important to research and find out which research best works for what company. As online companies go global, it is important to use UX global. This will help them learn how to create user experiences that live up or exceed expectations.
Planning of Goals and Objectives
Taking a look at the project’s goals and what objective the client wants to meet, allows for the identification of where to focus their efforts as far as the project is concerned. Take a look at how the research is going to affect the development of the product and business as well the target market. Putting into consideration what decision-making process to use when studying the findings will help in deciding which research category to utilize between these two; Physician heal thyself and explanatory research.
The explanatory research focuses on building content from enquiring, conducting interviews and qualitative analysis of the target market. This is made easy through observing and understanding the basics of user behavior. Physician heal thyself method is a more complex form of international research, this is due to the workforce and experience required to carry out this method of research. However with the use of local companies like UX and ethnographic research company, this work can be broken down and made easier. Different countries have different cultures therefore affecting the way people behave. Locals of such countries will be well suited to carry out such research.
Putting Everything in Order
Putting all the financial and legal issues in order will help protect the company against legal suits and financial constraints. Conducting research especially international research can be a very expensive process. International research is conducted in local language and by a local citizen it is impossible financially to conduct research in the whole world. Companies therefore need to look at what financial capabilities they have and prioritize which areas to conduct research.
Getting the legal issues sorted out in advance will ensure a smooth research operation. Some countries have strict rules when it comes to data collection while others are pretty considerate. Companies should reach out to embassies and local law enforcement agencies for assistance on the case. This may take time, money and a lawyer to process but it is always worth it in the end. Reach out to local companies working in the same field as this might give companies free information about the local users.
Research is important to companies. While not all research will result in billions of dollars for companies conducting little research is better than not conducting any at all. Each market is different, research helps identify these differences and find out what product and service best suits what market behavior.