Numerous studies carried out over the years, including this year, affirm that up to 90% of consumers take decisions regarding a product and/or service based solely on brand colors.
In this sense, color psychology studies everything related to persuasion, or in other words, the influence of color, being one of the most essential, interesting and controversial aspects of marketing that every brand must evaluate.
What is color psychology?
Color psychology is a study carried out by the field of psychology, basically about how colors influence both the mind and behavior of people.
It is then understood why colors are so important when we talk about brand marketing in general.
The influence of color is a reality, and if you know how to take advantage of it in marketing, decoration and even clothing, a large number of benefits can be achieved. Said another way with:
Color generates a psychic vibration. Colors hide a still unknown but real power, which acts in every part of the human body. – Wassily Kandinsky.
Color meanings according to psychology
From the psychology of color we can know what emotions colors transmit, which are fundamentally used in advertising and marketing:
Blue
Blue is seen in natural environments such as the sky and the sea, which is why it has a calming effect in almost all its shades.
Emotional psychology of the color of blue
- Positive emotions: trust, loyalty, logic, serenity, security, tranquility.
- Negative emotions: coldness, lack of emotions, unappetizing, unfriendly.
Use of blue in advertising and marketing
Because it provides a feeling of security and reliability, it is used by brands that manage a lot of personal and sensitive information.
American Express, Facebook and LinkedIn are brands in which the color blue dominates, in addition to other brands such as Samsung, HP and Ford.
Yellow
Yellow mainly represents the sun, and as a consequence, also the light, being quite striking.
Emotional psychology of the color of yellow
- Positive emotions: warmth, optimism, joy, happiness, creativity, intellect.
- Negative emotions: fear, caution, anxiety, frustration, cowardice, irrationality.
Use of yellow in advertising and marketing
Yellow is often used along with other contrasting colors such as red and is commonly seen in road signs and emojis.
Nikon, DHL and BIC are some of the big brand logos that use this psychologically appealing color.
Red
In any tone, red is a color with great power and strength, therefore, it is linked to fire and flames, which does not go unnoticed.
Emotional psychology of the color of red
- Positive emotions: power, passion, enthusiasm, energy, bravery.
- Negative emotions: aggression, hostility, hostility, anger, danger, pain.
Use of red in advertising and marketing
On the one hand, it creates a sense of urgency, which is why it is seen in sirens, stop signs and sales clearance, on the other hand, it is also associated with heart rate and blood pressure.
However, one of its great uses has to do with food, as it is capable of stimulating appetite and is therefore frequently used by fast food brands such as McDonald’s, Burger and KFC.
Green
The presence of green is extensive when we talk about nature, which is why it is closely linked to the environment and ecology.
Emotional psychology of the color of green
- Positive emotions: hope, health, nature, growth, prosperity, balance, harmony.
- Negative emotions: boredom, envy, possessiveness, materialism.
Use of green in advertising and marketing
Green is seen as a pleasant color, which symbolizes life and the natural world, being strongly linked to wealth and power as it is present in the military and the economy.
Still, it is used for health brands and environmentally focused companies such as Whole Foods, Greenpeace, John Deere and Animal Planet, and several others such as Spotify, Tica Tac and Lacoste.
Orange
One of the most stimulating colors is undoubtedly orange, which is the result of yellow and red, which emits warmth due to its vibrant tone.
Emotional psychology of the color orange
- Positive emotions: kindness, joy, confidence, vitality, courage, warmth, energy.
- Negative emotions: frustration, ignorance, immaturity, laziness.
Use of orange in advertising and marketing
Mascots of sports teams, such as the Miami Dolphins, use this color, as it radiates motivation and energy, at the same time, it is seen on TV channels, such as Nickelodeon.
Likewise, it is found partially or sometimes completely in other brands that want to stand out such as FedEx, Harley-Davidson, Fanta, Amazon and Gulf.
Purple
The combination of blue and red results in purple, a color that symbolizes mystery above all and has to do with royalty.
Emotional psychology of the color of purple
- Positive emotions: wealth, mysticism, imagination, wisdom, sophistication, spirituality.
- Negative emotions: aggression, hostility, hostility, anger, danger, pain.
Use of purple in advertising and marketing
It is usually used in luxury and royalty brands to position themselves as prestigious and unique, equally associated with excess, extravagance and decadence.
It is observed in logos and advertisements of confectionery brands such as Cadbury and Milka, as well as in several others, such as Gandhi and Yahoo!
Pink
This color alone conveys many aspects related to the feminine, and is also a charming tone.
Emotional psychology of the color of pink
- Positive emotions: passion, innovation, creativity, rarity, love, femininity.
- Negative emotions: impulsivity, extravagance, rebellion, impudence, childishness.
Use of pink in advertising and marketing
It is the most used color of all to represent femininity and youth. Associated with hope and comfort.
Famous brands that commonly use magenta include Barbie, Cosmopolitan magazine, and Victoria’s Secret.
Brown
Brown is a color that has a presence both outdoors, through natural means, and indoors, through furniture, which is noted as comforting.
Emotional psychology of the color of brown
- Positive emotions: strength, reliability, security, protection, sophistication.
- Negative emotions: loneliness, sadness, isolation.
Use of brown in advertising and marketing
Being represented as an earthy, natural color, it is often found on packaging to indicate that the food is organic, natural or ecological.
Brands such as UPS, Hershey’s and JP Morgan Chase frequently use the psychology of the color brown in advertisements, uniforms and logos.
Black
The color black is part of the so-called achromatic colors, which is characterized by not having clarity, but rather maximum darkness.
Emotional psychology of the color of black
- Positive emotions: power, security, elegance, authority, substance, sophistication.
- Negative emotions: coldness, heaviness, grief, oppression, depression.
Use of black in advertising and marketing
It is a powerful and contrasting color that is used to sell elegant and exclusive products, which we see in The New York Times, Nike, Nespresso and L’Oréal, as they are brands that use this timeless color to represent authority, strength and luxury. .
White
White is one of the achromatic colors that is described as having maximum clarity, since it does not have any darkness in its composition.
Emotional psychology of the color of white
- Positive emotions: innocence, purity, cleanliness, simplicity.
- Negative emotions: emptiness, simplicity, caution, distance, coldness.
Use of white in advertising and marketing
White is the preferred color to represent contemporaneity and simplicity, seeing examples in successful brands such as Zara, Apple, Tesla and Sony, which are known for their white logos.