Colors influence our moods, our appetites, our energy levels and our purchasing decisions. And they exert a great deal more influence than a great many marketers and brand managers realize.
Certain colors have "equivalencies," either in terms of emotions, perceptions and drives. Before designing corporate stationery or a corporate logo -- or even a website design -- these should be taken into account. Keeping away from U.S. politics, and remembering that the context in which any color is displayed will affect its meaning or message, here's a beginner's list:
RED - Associated with aggression; blood and cardiology; Valentines and love; challenges and conflicts; and anger, although that last one is declining in associative value;
BLUE - Associated with water; peace and tranquility; air travel; and diplomacy;
PURPLE - Rage and royalty;
ORANGE - Foods and hunger; children (as a non-food item); caution, although this is becoming less and less the case;
YELLOW - Foods and hunger; sunlight; wealth; intelligence and creativity;
PINK - Femininity; cancer (increasingly so, especially in terms of breast cancer); bandages (although this last one is becoming archaic);
GRAY - Technology; robotics; steel, militancy; serious business; intellect;
TEAL and TURQUOISE - Cruises and Vacations; tropical waters; relaxation; creativity;
GREEN - Conservation; the Earth; plants; fertility; springtime; refreshment; wealth and money;
A study follows (which appears courtesy of KISSmetrics) which more specifically addresses the effect of color choices on consumerism. The information, provided in simple form, happens to be accurate and comprehensive.
Colors influence our emotions, our energy levels our actions, and ultimately, our purchasing decisions. You'd be wise, oh readers of the Mad Marketing Tactics Blog, to study the content above in its entirety before coming up with logos, letterheads, packaging, labels, buttons (on websites, blogs and newsletters), presentations (visuals, such as slideshows and PowerPoint displays) and clothing choices.
Color me clever.
Douglas E. Castle for The Mad Marketing Tactics Blog and The Daily Dose Of Brilliance Blog.
#MadMarketing
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