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.