How does a product or service catch your attention? What influences you to purchase a product or service? Companies spend a ton of money trying to get to this answer. It is ultimately an interaction of factors. However, a visual is one of the first factors that causes you to engage. Different colors trigger different emotions and perceptions; therefore, color selection can harm or help your brand. Let's take a dive into how to choose your brand colors.
Do any of these sound familiar?
I think this is a good deal
I think it is too expensive
I feel like this would make my life easier
I think this would save me money
While walking down an isle, something catches my attention
While browsing online, a product or service catches my attention
Reflect on how colors impacted any of these points. The exposure to color triggers feelings and responses (Labrecque, 2020). The important question is whether you are invoking that feeling in your customers. Is it triggering the response you want? Jessie showcases a simple list of some of the colors and emotions they trigger:
Green: New Beginnings, Abundance, Nature
Blue: Calm, Responsible, Sadness
Purple: Creativity, Royalty, Wealth
Red: Passion, Love, Anger
Orange: Energy, Happiness, Vitality
Yellow: Happiness, Hope, Deceit
Black: Mystery, Elegance, Evil
Gray: Moody, Conservative, Formality
White: Purity, Cleanliness, Virtue
Brown: Nature, Wholesomeness, Dependability
Tan or Beige: Conservative, Piety, Dull
Cream or Ivory: Calm, Elegant, Purity
(Showalter, 2017)
In a study, Augello et al. noted the association between color palettes and different emotions (2013):
Colors generate emotional triggers that may vary depending on the demographic. Notably, colors also affect the perception of space and size. Studies show that website colors directly affect people’s minds (Mythili & Kiruthiga, 2022), and since colors impact assumptions such as durability or user-friendliness (Labrecque, 2020), the color selection process should be well thought out. Take a look at some of the influential factors of color perception as described by Labrecque et al. (2013):
We often encounter folks set on a color they picked for their website(s), logo(s), physical location(s), and/or brand. When we ask what drove them to that color, we find it is often motivated by preferences or is of a symbolic nature. We encourage you to take it a step further and conduct a bit of research before making this decision. Find a common ground between your desires, the market, and your customer segments.
Augello, A., Infantino, I., Pilato, G., Rizzo, R., & Vella, F. (2013). Binding representational spaces of colors and emotions for creativity. Biologically Inspired Cognitive Architectures, 5, 64–71. https://doi.org/10.1016/j.bica.2013.05.005
Labrecque, L. I. (2020). Color research in marketing: Theoretical and technical considerations for conducting rigorous and impactful color research. Psychology & Marketing, 37(7), 855–863. https://doi.org/10.1002/mar.21359
Mythili, R., & Kiruthiga, V. (2022). Scrutiny on colour psychology by utilising colour wheel
to determine its effect on gen Z for website design. International Journal of Health
Sciences, 6(S3), 2687–2700. https://doi.org/10.53730/ijhs.v6nS3.6175
Showalter, J. (2017, February 1). Creative Basics - Color Theory. Medium. https://medium.com/@iamjesseshow/creative-basics-color-theory-5a39c6870af3
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