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Psychology of Colour in Branding and Marketing

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It is true that colors offer a direct method to convey messages and meanings without the use of words. Colors present all around us are continuously affecting our moods and emotions and we are hardwired to respond in a certain way. This is what the marketers have been taking advantage of for years.

Before we go further, let us understand what branding means?

Branding can be explained as a ‘name’, ‘sign’ or ‘symbol’ or a combination of them used to identify products and services of a company. Understanding that different colors invoke different reactions, they must be used carefully while branding or marketing your products.

Why is color important in branding?

We relate different feelings with different colors. Yellow is considered to be the happiest color, while green stands for peace and freshness, blue conveys clarity and power and red is known for stimulating appetite. Thus colors play a huge role in building up brand image. This is why blue is popular among corporate websites like Facebook & LinkedIn and many banks and red among food chains such as KFC, McDonalds & Pizza Hut.

Our minds have preference towards recognizable or popular brands. Color is the first thing that draws attention towards a product, logo or website. Consistent use of color is found to increase brand recognition by up to 80 percent.

Also choosing a different color from those of your competitors will help u to stand out and attract customers.

Another important aspect to note while using colors is whether the color fits best with your product. There is a connection between the color of the product and brand’s personality. For best results, there must be a good fit between brand’s core qualities and the association its color evokes.  For example, the color pink may be quite apt for a brand of women’s cosmetics, but for a brand of motorcycles is not likely to be a good idea.
The environment also plays a huge role in determining the aptness of colors for gender, which in turn affects their choices. The color blue is popular among both men and women. But certain colors, such as purple, are the least preferred among men. Thus, no product associated with men can be seen in purple. In terms of shades and tints also, there is a difference in preferences across genders. Bold and darker shades are more appealing to men while women prefer lighter and softer shades.

Moreover, use of isolation effect to create contrasts on your webpage can be helpful in directing people towards important action areas. Anything that stands out is more likely to be noticed or remembered. A boost in website conversion can be seen by simply changing the color of the buttons.

Color is not everything, but if used appropriately, it becomes a powerful tool to convey subliminal messages which can have a long lasting, positive impact on brand perceptions and consumer choice. So figuring out the ideal color for your brand is no longer a piece of cake.

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