Human psychology is deeply fabricated, and great visuals can provoke a lot of reaction, more than one can imagine. The vast world of advertisement and content marketing revolves around color psychology. The right color in the right moment can act as a successful cue to your audience for the desired reaction.
Consider this – every color has a distinct connotation for each of us. Red is a sign of danger but is also a color of passion. It is a high-frequency color that is more visible than the rest of the spectrum. Green is associated with the environment and also health and prosperity. Blue is connected with trust and peace. Non-colors like black and white are considered neutral; while black always has a darker connotation, white is a symbol of purity. One must also note the effect of different shades and tones of colors. A tinted color palette is more adventurous than a pastel color palette, which is more somber.
This color psychology has taken centuries and decades to develop from pre-historic times. Therefore, the power they have is quite potent to cause specific effects. In the competitive world of marketing, it is crucial to understand such traits of human psychology, which can make your ad campaigns more target-oriented and dedicated to your cause.
Using The Basic Color Palette
For starters, let’s take the most popular color in brand and ad making: RED.
Red is considered to be very bold and powerful. One can recall various successful brands and websites using it in their logos like Coca-Cola, Netflix, H&M, Levi’s, and Pinterest. It always strikes with its frequency and can have triggering connotations of power, passion, and excitement on one hand, and aggression and pain on the other. It is also a gender-neutral color, as any person from any background can like it. It can work best for companies that want to show a strong determination and passion in their vision.
Another very striking and appealing color: YELLOW.
Yellow is the color of the sun and denotes warmth, happiness, and optimism. Think about brands like McDonald’s, Nikon, IMDb, and Post-Its. It is an excellent sign for youth and fun. It is considered to work best in patterns and alongside darker colors to present a contrast. This is why highlighters and post-it notes work best in yellow rather than any other color. It must be used very smartly, though, as its effect can strongly vary with darker or lighter shades. Dirty yellow has a very different connotation than lemon yellow.
Next, we talk about the color of trust: BLUE.
Think about various blue logos you see around – PayPal, Intel, Visa, Nivea, and Facebook. All these companies work on the notion of trust and ensuring it ultimately. Blue is considered to have a very calming effect on its viewers. Therefore, it’s also a color of wisdom and persistence. It is present on the opposite side of the spectrum against red, and it presents coldness. But, Facebook is all about friendships, isn’t it? Blue still works for them because it is also a sign of deep loyalty and security. That’s why most banks and payment agencies use it. All money-related ads want the audience to trust them. They must show commitment to them, and blue is the safest color to do so.
Next is the color of nature: GREEN.
Green has a very relaxing and soothing connotation and is mostly used for things concerning the environment and nature. Consider all those brands you know working towards preserving and observing nature and animals like Animal Planet and Green Tech. It is a powerful representation of life and is commonly used to signify health and prosperity. It is also used to represent “growth” linked to anything like money, relationships, or power. Companies must use this color to denote openness, freshness, and hope.
Next is the renowned color of royalty: PURPLE.
Yes, several historical legends have shown purple to be deeply associated with royalty and luxury. If you want to denote superiority, opulence, and extravagance, this is the perfect color. It is also connected with spirituality, wisdom, and creativity. Think about Cadbury as a chocolate brand, that signifies the luxury of chocolate with creamy texture through its purple logo. Purple is also widely used with different shades and tints in various fields.
Talking about luxury, the “non-colors” like black, white, and greys are also used to denote extravagance, but again with different connotations. Black and white palettes mean sophistication, simplicity, and authority. They are mostly inclined towards fashion industries and brands selling clothing and accessories. White is a pristine color symbolizing cleanliness and innocence.
As we have observed, the ad-makers can benefit significantly from color psychology. But, different factors like design, font, and graphics play a significant role alongside. There is no doubt that with the right color, your plan can reach great heights and unlock your brand’s fantastic potential. However, if the color and design don’t fit together, one can have jarring effects. Visuals play a crucial role in present marketing campaigns, and colors have proved to be a significant clue to consumer psychology.