What looks appealing and professional may provoke different emotional responses from consumers and influence buying decisions. This is where color psychology comes into consideration. Because the colors of a product influence the first perceptions of shoppers, the importance of understanding color psychology and its impact on branding cannot be overstressed. White for weddings, black for funerals, red for anger, and so on: color is an undeniable and fundamental aspect of the human experience and how we communicate. By influencing one’s emotions, desires, reactions, and more, colors can be manipulated to portray a stronger brand image.
For example, marketers often employ red to signal traits like courage, boldness, action, and passion or evoke a sense of urgency and call to action. On the other hand, orange is typically used for hazard signs and can create anxiety; it can also symbolize traits like creativity, adventure, and friendliness. Most people associate yellow with feelings of happiness or optimism, and it can also stimulate hunger, making it a popular color in the food industry. Green may provoke feelings of growth and health as it arouses a connection to nature. Blue may make customers feel more trust or tranquility, for many brands that feature blue are long standing with loyal customers. Lastly, purple has a long history of being associated with royalty and luxury.
As one can see, marketers can tap into color psychology to portray a cohesive and engaging message.