Sales don't happen by chance! Everything must be refined, well-thought-out, and well-tailored to the audience and the goal we want to achieve. Colors influence not only brand perception but also… the sales of the products and services it offers! Read on to learn how color psychology works in business. We've got a whole palette of colorful information on this topic!
We perceive 80% of information about our environment visually. This is the best proof that the saying "we buy with our eyes" is not a truism. Visual information is filtered through many different "filters," such as upbringing, individual experiences, cultural patterns, and personal preferences. Our psyche processes it at lightning speed and summarizes it with associations and information about our relationship to a given color.
Colors affect us and influence our moods. Skillfully used, they can be a manipulative tool, including in sales – their importance in advertising and marketing in general is immense. Interested in the psychology of color in business? Read on!
Color perception – what a company you have painted!
The psychology of color plays a crucial role in business. Colors, the layer of aesthetics that can influence customers' perception of a company or product. Put simply, they can encourage or discourage (oh my god!) them from making a purchase. If increasing sales figures is important to you, use different shades in your marketing carefully, based on color psychology. Otherwise… I don't see it as a bad idea! 🙂
(The rest of the article can be found below the form)
Colors in advertising – what can you achieve with them?
It's primarily about the power of influencing customers. A product in the right shade can more effectively attract attention and become an object of desire. Colors in advertising and sales set the tone and create a favorable environment for making a purchasing decision. At least in principle. They also influence how customers (acquired and potential) interpret a brand (usually at an unconscious level).
Packaging colors also have an incredible power to highlight the qualities of products, and when used correctly, they increase the clarity of the message. However, this works both ways – a poorly coordinated background with the text can cause the customer to lose track of what the author intended and which message should be the intended lead.
Good to know…
Sometimes small things make a BIG difference. Different colors will work well in different circumstances. When designing your design, remember that some colors are more visible from a distance, while others, when used as a background and combined with a specific shade of lettering, may make it difficult to read. When testing packaging in a given color, also consider how the color is affected by artificial lighting. You might end up with a completely different effect than you intended!
If you're "not good at colors," and, to stay true to the colorful vocabulary, you're completely clueless, it's time to catch up. START!
>> UX UI – what is it and what are the differences? <<
Color psychology in business – basic information
For over 65% of customers, color is the most important motivating factor when making a purchase. Their perception of color is influenced by personal preferences, experience, upbringing, cultural differences, and context.
Kiss Metrics experts link colors to specific consumer behaviors and types. They also suggest pairing colors with stocks and industries as follows:
Colors in advertising and physical reactions
We know that purchasing decisions are made in the heart. We buy emotionally, and then common sense takes over. And that's the moment when the perfect salesperson, "all in white," walks in! But today we're not talking about sales, so before we let them onto the red carpets (their color is no coincidence!), let's first take a look at the physical reactions associated with the perception of specific colors . We'll show you how colors influence what we add to our carts.
Red stimulates active traits and encourages action. Used in lighting, it can raise blood pressure and speed up purchasing decisions by up to 12%! This means the products offered would be perfect for display in nurseries 😉
We put the jokes aside and straighten our shirt collars. After all, we know that making a purchase decision can be very stressful for some people. Especially if it involves spending their entire life savings or taking out a loan for the same period. If you offer a good or service that truly costs a fortune, opt for cool tones in your logo and company design. Why? Because they have a calming effect. For a stressed-out customer – perfect!
Color in advertising – how, where, when?
The answer to the "how" question has already been provided. Before we delve deeper into the topic and describe specific colors in business, let's first take a look at the "where." The "when" is obvious.
In marketing communications, our goal is to persuade the recipient to take a specific action. A conversion might be downloading content, adding a product to the cart, taking advantage of a promotion, or navigating to another tab. To achieve this, we use CTA (Call To Action) buttons.
Their color matters! As Kajetan Maciak, Web Analytics & UX Specialist at Verseo, explains:
The color selection for a website depends on its overall design and the surrounding CTA. If a color is intended to encourage clicking, it should be highly visible. However, avoid flickering and maintain good contrast between the button text and its color. Shade is also important. Green is reserved for acceptance and progress. Yellow and orange urge and speed up action. When properly incorporated into the website design, these shades are noticeable and easy to find. This is important – the CTA should be visible, legible, and secure. Which color is most effective? It depends on the specific industry, website design, and many other elements. To choose the best option , create different variations and subject them to AB testing.
What about the rest of the company's visual identity? We're checking.
>> SXO – what is it? <
Color Psychology in Business – Learn Which Colors “Sell”
The division into warm and cool colors, presented in the form of a pie chart, was developed by Isaac Newton in 1666. The color wheel includes red, orange, and yellow in the first group (warm colors), while the second group (cool colors) includes blue, green, and purple.
What do colors mean in advertising?
What does color symbolize, and what does it mean for your business? Which colors do specific brands choose, and what effect do they want to achieve, depending on the base color? Is it better to reach for cool colors? Or, on the contrary, do cool shades negatively impact brand perception? Let's see what color theory experts have to say about color itself!
Black color – meaning
Black is a mysterious, elegant color, reserved for individualists. We associate it with luxury, prestige, elegance, high quality, and intelligence . Black is associated with professionalism, seriousness, and self-confidence. It is primarily used in business by brands from the fashion, jewelry, and technology industries, as well as those seeking to be perceived as premium. Examples? You don't have to look far – Chanel, Prada, Zara, Vistula, Calvin Klein, Adidas, Nike, Tous, Apple, and Empik are just a few examples.
Fun fact…
Apple has repeatedly changed the colors used in its visual identity. In 1977, the logo featured all the colors of the rainbow! Ultimately, a team of experts decided that the brand might be perceived as frivolous and too playful, and the riot of colors was abandoned.
The brand's visual identity is kept in white
White is perfect for the modern technology, green trends, and health industries. Logos in this color subconsciously evoke a sense of security and purity. The exception is China, where white is associated with death. This is important to know to avoid killing your business in this market.
Companies that do not stop being creative when using white in their visual communication include HP, Adidas, BMW, and Apple.
Brown color in advertising
Like orange, it doesn't have a good reputation and isn't the first choice of industry professionals. Subconsciously, however, we associate the color of wood with stability and reliability, so it's worth leveraging the power of this color. Especially if our industry is connected to nature and organics. Additionally, brown is associated with food, specifically sweets. So, if you're building your empire on chocolate, you know which direction to head!
Who goes hand in hand with you? Among them are M&M's, UPS, Snickers, Tatuum (before rebranding), CatFly, and Bison.
Blue color - meaning
This coldest color is perceived as neutral because it doesn't evoke strong emotions. Experts point out that blue increases trust and is associated with knowledge and security. It evokes images of freshness and purity. Interestingly, blue suppresses appetite, as we often subconsciously interpret it as poison.
Nivea, Danone, Volkswagen, Facebook, PZU, Samsung, Ford, GAP, Skype, Twitter, Nokia, Philips, Volvo, LOT, Unilever, Oral-B, Sandler Training, and Ikea, among others, have chosen to use it (tasty!) in advertising. These companies love blue!
>> Nonverbal Communication: Show Me What You're Not Telling Me – Read the interview with the CEO of Sandler Training Polska <<
The color green and psychology
Dark green and its lighter variations are primarily associated with hope and freshness. Its darker shade also symbolizes happiness! However, these are not the only meanings this color conveys, whether consciously or not. In advertising, green can have direct connotations of nature, harmony, health, and life (also in the context of… fertility).
It's worth knowing that the color green reduces stress, calms people, and creates a positive atmosphere in conversations. For this reason, it's especially beneficial to use it when a purchasing decision related to our product could result in high levels of tension among a potential customer.
Brands that have chosen green in their visual communication include Tymbark, Getin Bank, Żabka, BP, Starbucks, Android, Tic Tac, Ziaja, and Acer.
Red color - meaning
Blood red, and its other shades, are primarily associated with love and passionate affection. They are also perceived as a symbol of strength (sometimes impure and devilish!), energy, and passion. Shades of red symbolize vitality, beauty, and the smile of fortune. These are positive feelings and emotions… and the other side of the coin?
This color is considered a warning—it heralds danger and is intended to evoke a reflex of increased caution. It's also a direct invitation to take action—to make a move. Which brands have shouted "Action" and embraced red in their visual communication?
These include Coca-Cola, H&M, Media Markt, Levi's, Mitsubishi Motors, Orlen, Lego, Wilson, Nescafé, Red Bull, McDonald's, KFC, Makita, Canon, Kellogg's, Audi, Pepsi, Colgate, Pizza Hut, and Adobe. Their logos feature the color red, which stimulates emotions, feelings, and… appetite!
Meaning of the color orange
Orange in advertising is less stimulating than red and yellow, but it's hard to ignore. It's associated with youth, fun, and a surge of positive energy. However, color psychology suggests it can also be perceived as danger or a warning sign.
This color (just like brown) should be approached with caution - it is not in the TOP3 favorite colors of customers, but Orange and Allegro have a different opinion on this matter.
What other brands embrace orange boldly and defy established guidelines? Color psychology doesn't discourage companies like CCC, Fanta, Stihl, Timerland, Cinema City, Nickelodeon, Sound Cloud, Pyszne.pl, and Burger King from using orange.
As the success story of the above-mentioned has shown, orange is rightly not scary for them!
Meaning of the color yellow
Yellow is full of energy! In advertising, it attracts attention faster than any other color. It also fuels our creativity. However, its power must be used skillfully – yellow can evoke anxiety and seem aggressive. It's also the color of sunshine (indirectly influencing a good mood), warmth, fun, and optimism, which stimulates the appetite. Just like red. The perfect shade for McDonald's, right?!
It is used in the visual identification of, among others, Biedronka, IKEA, Media Expert, Shell, Nikon, Inpost, Netto, CAT, RMF, Onet, Snap Chat, DHL, BIC, Renault, Ferrari, Lipton, SubWay, and Chupa Chups.
The color purple in advertising
Purple is unconventional and reliable. It's a color associated with magic and mystery. It evokes associations with luxury, nobility, and spirituality. Its power is utilized by brands such as Milka, Play, Whiskas, Yahoo!, T-Mobile, Claire's, FedEx, and Instagram, among others.
The color pink in marketing
It's the color of the most beautiful emotions—love, friendship, tenderness, and sensitivity. Depending on its saturation, pink can be either warning or calming (when lighter). It's often used by brands offering toys (especially for girls) or beauty services.
Pink is used in advertising by brands like T-Mobile, Hebe, Tauron, WIZZ, Barbie, Cosmopolitan, Victoria's Secret, Bourjois, and Tinder! Especially in the case of Tinder, the use of pink was no accident!
The Psychology of Color in Advertising – Summary
The importance of color in advertising is immense. We subconsciously base our evaluations and classifications of products on it. Given this, it's worth acquiring knowledge about the meaning of color and using it in marketing and communication. This will help us optimize user interactions and begin influencing their brand perception.
Remember to filter the colors used in your company's visual identity through cultural patterns. It's easy to overshoot – for example, in China, yellow connotes pornography, while our exclusive white… connotes death!
If you want to paint the future of your business in vibrant, hopeful colors, use them wisely and sensitively. When choosing them for visual communication, enlist the support of experts.
Color isn't everything! Words are also important. A good word! If you want to know how to properly create content, read: 7 SEO Copywriting Principles – How to Write Good Content?
Frequently asked questions about color in marketing
We perceive most information (around 80%) through sight, meaning that customers literally "buy with their eyes." Colors influence our mood, evoke specific associations, and can be an effective tool in influencing purchasing decisions and brand perception.
The perception of colors is subjective and depends on many factors, such as upbringing, individual experiences, cultural patterns and even private preferences.
Yes. Colors are not just aesthetics; when used appropriately in visual identification and advertising, they can encourage or discourage recipients from taking advantage of an offer or purchasing a product.
It's important to note that colors are often associated with specific associations and moods. Sales and brand perception are matters that must be carefully considered and tailored to the chosen goal, and color is one of the most important elements of this process.
Yes. According to color psychology, individual colors can both stimulate and calm the body, which finds wide application in planning and designing advertising messages.
Summary
The above article covers the following topics:
- Colors influence customers' purchasing decisions. The right color selection attracts attention and builds a positive brand image.
- For 65% of customers, color is a key factor when making a purchase, and its perception depends on culture and experience. Red accelerates purchasing decisions by 12%, while cool colors have a calming effect on expensive purchases.
