If you are exploring ways to succeed in your line of business, have you ever considered using color as a strategy to get the attention of your target market? There seems to be a general inadequacy in terms of research in this area of marketing with most evidences being anecdotal at best. This is why some people take it as a mumbo jumbo. The few significant findings, however, are pointing to how colors can significantly affect thoughts, feelings, moods, and behavior of your market; things that are relevant in marketing psychology.
Why not get into the hype of color psychology and find out how your business can benefit from it?
You must have experienced the influence of colors in your life and in making choices at one time or another. McDonalds, KFC, Burger King, and Pizza Hut – all these big fast foods chains have something in common: they all have red and yellow in their logos. Based on the color theory, these colors can stimulate appetite and induce excitement making the customers spend more, eat fast and leave immediately after. These are exactly how these food corporations want their customers to behave. Can the colors in the fast food have something to influence these behaviors? What has color to do with these behaviors? Warm colors (those used in fast foods) evoke emotions useful for a hearty eating. Imagine fast foods in the hues of black, dark blues, purple or deep brown. Now that will get you thinking!
Colors Matter in Brand Recognition
Colors are most important in marketing psychology when you want your particular brands to become recognizable. This is because color can instantly convey a message without the usage of any word. It is the visual element that people commit to memory before remembering the symbol/logo and the words. This is not surprising since vision is the most strongly developed sense in the majority of human beings. Research has even reinforced that 60 to 90 percent of human assessment – whether to buy a product or not – is based on the color they see. This is an affirmation that indeed color is a potent psychological tool that when used properly can send the kind of message you want to your target market.
Color Psychology at Work
If you decide to use color and marketing psychology in reaching and converting your desired audience, how will you use it to sway your targets? You can start by learning more about your demographics – their age, gender, geographic location, etc. For instance, women like blue, green and purple, and dislike orange, brown and gray. Men, on the other hand, like blue, green and black while they dislike orange brown and purple. Thus, if you want to target both, you must use blue and green. Whichever you pick, never forget to make the calls-to-action stick out with a more conspicuous, but complimentary color. There is no need to change the color of your hyperlinks either; keep using blue hyperlinks as you do not want your audience confused.
Regardless of your color preference, in marketing it always pays to undertake an A/B test between different colors to test which will be favored by your audience. Only a test can definitely confirm or support your hypothesis and decide the best colors for your market.