Color and the Power of Persuasion
Shannan DuShane | September 2016 | Spectrum Net Designs, Inc
For most individuals we see colors around us every day, all day long. Everything is a shade of this or hue of that. But have you ever thought how those colors affect how you perceive a specific product? How different colors can make you feel over another color of the same object? Why do you choose the brown bear over the red? Colors play a major role in your daily perspective of both personal and business brands. Each one of us have different experiences, so it goes without saying the affect would be wide ranged as well. Most companies take color into heavy consideration depending on geography and demographics of their audience. That’s why you don’t see pink logos for vehicles! You will see a lot of brands for outdoors using greens. Everything relates to your target audience, and relative to your brand.
We’ve all heard the un-original cliché – a picture is worth a thousand words,”. If you were a travel firm would you have a green and brown logo that’s dark or would you use bring vibrant colors with images of travel to attract the right following for your business. Images say it all – so use that to your advantage and take control of your professional image. Keep it in front of people, and get that brand recognition. While your logo is super important and the basis of your identity, the color of your logo are always noticed before anything else, so don’t go changing it every month- that is unless you have a great brand recognition like Coke or Pepsi who can get away with that.
Color psychology is the study of hues as a determinant of human behavior. Color influences perceptions that are not obvious, such as the taste of food. Colors can also enhance the effectiveness of placebos. (Wikipedia)
The affect moves through every industry from farming to pharmaceutical. And while there is no solid evidence that white vehicles will sell better than green. It’s speculation that McDonalds specific hue of yellow makes their food more desirable. When you consider male versus female and age you can normally get a better grip on what they would probably purchase with industry standards.
Every person has a trigger; whether they know it or not. The trigger can be result of a past event or action or how they perceive that color in relation to the brand. In an appropriately titled study called Impact of Color in Marketing, researchers found that up to 90% of snap judgments made about products can be based on color alone. Additional research has shown that there is a real connection between the use of colors and customers’ perceptions of a brand’s personality. And while no one can tell you what color to use for your brand and marketing. Do your research and know how the colors make your audience feel. And how they are perceived the industry you represent. That single concept that you market to the world can tell your story, even a small logo with a single color can yield a lot of information about your profession.
Marketing research indicates that over 80% of visual information is related to color. In other words, color conveys information and/or provides the user with some other operational benefit. Think about your own habits, what persuades you over another candy bar the name or color of the packaging? Have you noticed that generic companies are starting to use the like similar packaging as the name brand in the grocery stores, ever wonder why? They know the larger companies already have half the work done so why not go with what works and catch the eye of the unsuspecting shopper.
In 2000, Glasgow installed blue street lighting in certain neighborhoods and subsequently reported the anecdotal finding of reduced crime in these areas. (Wikipedia)
When you really get down to it, there are no right or wrong colors to use, it depends on your research and audience – who is looking to buy your product. I know that when I am out shopping and there are two products of likeness, I’m likely to pick up the one that has the more eye-catching visual affects to it – why do I do that? Color is persuasion! So take a trip to the mall and see what catches your eye and what about that persuades you to buy or to avoid the results might surprise you.
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