- Posted by Trevor Weitzel
- On January 3, 2017
- call to action, color, Website Design
Many people don’t realize the profound influence that colors can have on people’s perception of your brand. We associate colors with a variety of emotions and, while some of them may be obvious, others are more subtle.
Our modern understanding of advertising psychology allows us to highlight the ways that colors influence brand recognition and purchasing decisions.
The Psychology of Color
Before delving into any study of color it is important to recognize different people have different experiences, and those experiences change the feelings we associate with specific colors. There is no simple way to map feelings onto a color wheel with precision. However, it is possible to make generalizations using what we have found to be successful in the past.
For instance, red is a bold, exciting color that grabs the attention. The color red is used for things like stop signs and other signage precisely for this reason. Marketers use the color red to disrupt people casually browsing and give them a point of focus. Clearance signs and other big events are often marketed using red.
Studies on the effects of color psychology in marketing show that people generally make decisions about purchases not based on color alone, but rather on whether the color accurately reflects the type of product that is being sold. In other words, the colors give the product a personality that must align with the product’s purpose.
For instance, it is not uncommon to see health food products packaged with green and orange as these two colors are seen as clean, optimistic, fresh and forward-thinking. On the other hand, many home technology products use white and blue hues to insinuate trustworthiness, relaxation and security.
Consumers rarely even notice the way colors play into marketing unless something appears out of the ordinary.
Colors in Web Design
When it comes to using colors effectively in your web design you should consider the type of personality you want your brand to have. You can create this personality by carefully building a color scheme on your web page. From the background color to the font, users will associate your brand with the shades you use.
However, it’s important not to overdo it. Too many colors splashed together can overwhelm the reader and strain the eyes. Too drab colors will fail to hold their interest. You must balance the two by breaking up text with images and carefully considering how those images appear on the background.
V Digital Services
There are dozens of ways to use color to create a positive brand image with consumers. A quick study of common color associates will determine which colors are most important to your brand.
V Digital Services can help you build a high quality website, print ad or landing page which makes the most of color for your marketing campaign, and draw customers into your sales funnel. Please contact us for more information.