How does color influence us?
modafinil picture п»їMarketing uses all the tools at its disposal to achieve its objectives. That is why it applies all the resources at its disposal to try to get our attention for a product or idea.
Since sales experts have realized that using a specific color can change our decisions as consumers, they have also taken advantage of it.
So-called "color psychology" is a field dedicated to analyzing the effects that each hue has on our behavior. These data are used not only in marketing, but also in art, architecture, education, design, etc.
In the specific case of advertising and sales, it is worth saying that colors are used to build the image of a brand or product in order to launch campaigns to the market.
How do they use colors to make us buy?
Depending on the tone chosen by a firm's creatives, an item or an entire brand can be a success or a failure. Is that the extent of color? Yes, they can. They can condition the perceived values of the product, the desire to buy it, the feelings they incite, etc.
The perception we have about each color will depend on personal experiences, however there are also "general" ideas that affect all people, more or less, equally. Emotions and feelings are approximated in the population when they are in front of a specific color.
The most important firms in the world are based on a table that relates color to perception. Thus:
Yellow: It is optimism, warmth and clarity. Examples of this color are Best Buy, Subway, Shell, Nikon, Chevrolet, UPS, IKEA, Ferrari and Mc Donalds.
Orange: It is friendship, confidentiality and trust. Companies that chose this color are Nickelodeon, Fanta, Mozzila, Crush, VLC, Amazon and Gulf.
Red: It is exciting to the senses. Examples: Coca Cola, Nintendo, Kellogg's, CNN, Exxon, Lego, Pinterest and Canon.
Violet: It's creativity and imagination. Some brands that have opted for this color are SyFy, Yahoo, Taco Bell, Lynx, Barbie and Cadbury.
Blue: It is confidence, seriousness. Examples of products with this tone are Dell, HP, Oreo, Oral B, Walmart, WordPress, Vimeo, Twitter and American Express.
Green: It is peace, health and growth. Brands related to this color are Tropicana, John Deere, Monster, Spotify, Animal Planet, Android and Starbucks.
Black and white: Together they are calm and balance (gray can also be used). Examples: Cartoon Network, Apple, New York Times, Wikipedia, Puma, Nike.
There are also those that have used more than one color in their brand, such as Google, NBC, Windows and Ebay. In these examples, the goal is for the customer to experience more than one sensation.
Why do we choose a brand because of its color?
According to a study called "The impact of color in marketing", 90% of consumers made a value judgment of a product in relation to its color. In turn, there is a brand-color relationship that depends on emotion. This means that we will not choose something yellow or orange if we are depressed, for example.
Colors affect each of our actions and this can be seen at any time of the day. For example, it is not the same to be in an office with monotonous tones than in one where it seems that the rainbow has appeared after the rain. If colors help us to rest better, to study, to be calmer, to enjoy our home, etc. Why shouldn't they "tell" us what to buy or consume?
Beyond the strategies used by brands to attract our attention, our experiences are also worthwhile. If our favorite color is green, for example, we are more likely to choose products that have chosen this tone and it will be more difficult for us to take an item that is blue or orange, to name two cases.
If we do the test of going to the market and analyzing what catches our attention, it will surely be the strongest or brightest colors such as yellow, but that does not mean that in 100% of the cases we will end up buying that product. There are other things that have to convince us, but they are elements that we will at least evaluate because they have attracted our attention.
The key is to know how to differentiate not by its tone, but by its quality, its price or its use. In this way, we will be conscious consumers and not "robots" who buy what companies want.
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