The Psychology of Colors in Businesses and Marketing
Many of us know that colors have an influence on our conscious behavior. Some influences are natural and others are organized by society. Businesses and brands use colors as a representation of their company and it influences the type of customers which they attract. Some colors are used to stand out, while others prefer to appear plain or balanced. Brighter colors tend to be more loud and easily attract customers that are in need of something. Neutrals such as black and white or gray tend to give off a more quiet and balanced appearance, giving less information to the customer. While brighter colors tend to attract more customers at a given time, it also gives others a direct definition of their business, brand or company.
The Psychology of the color blue
The depiction of the color blue can range from sadness to being well liked or being high status. It is a cold color which can indicate detachment but also sadness, unlike warm colors that indicate happiness. The sadness associated with the color blue is from the detached nature associated with it. This is why so many powerful and larger businesses utilize the color blue. When a business is so large, there’s a sense of distance in the customer service provided. Most concerns are dealt with on the phone and you’ll rarely be in contact with a manager or owner of the business or company. Many banks, credit card companies, social media platforms, food and clothing brands use the color blue as a representation. The intention is to give off a sense of quality and trustworthiness despite the distance.
The Psychology of the color green
Green is a color that represents nature and love. However, the perception of these colors can range from health and fortune, to expensive and wasteful. Many of the popular healthier food companies and brands use the color green, which give off an impression that it’s healthier than fast food. We tend to believe this because of the natural sense which the color green is associated with. It’s an earthly color that we find on plants. Since many green companies promote organic foods and products, there is also a maturity along with a feeling of your time being well spent that can be associated with this color. You may need to pay more money or wait a bit longer to get your food because it’s made with love or it’s GMO free. However as technology advances, we seem to receive our food quickly, even if it is less processed.
The Psychology of the color red
The color red is usually associated with a quick stop or a sense of urgency. This is why many fast food companies use the color red. There is most likely many options to receive your food, such as in the store or restaurant, drive thru, kiosks and delivery services. There is also a sense of your money being well spent which is associated with the color red. Red companies, businesses and brands tend to attract customers, clients and patience that are in need of an immediate service. This is why these companies tend to profit well but may not maintain loyal customers. They attract customers just as quickly as losing them to another red business, unless they have products and services that stand out for others to prefer. The color red is also associated with sales or new products and services. This can influence others to be more open minded and try a similar or alternative brand for the exchange of saving money.
The Psychology of the color yellow
The color yellow stands out because it represents warmth and joy. It gives off an impression of quick motivation, inspiration and fulfillment. Yellow may also temporarily slow down the mind, which can be a reminder to stop at this restaurant or store. In other words, it’s a color that can trigger a reminder. For example, the iPhone’s battery will turn yellow when it’s in low power mode. It’s slowing something down to preserve or save energy. A school bus or taxi cab is thought to bring people to their destination in a timely manner while saving gas. Businesses and brands that use the color yellow in their marketing approach remind customers to visit these stores when something is running low, or when they are bored or have interest in something that the store may carry. So, businesses that use this color attract visitors, but not necessarily customers. Yellow also gives off an impression of youthfulness since it can remind us of the sunlight.
The Psychology of the color orange
Orange is a color that represents balance, friendliness and creativity. It is also a warm color which gives off a sense of joy. According to research, the color orange increases oxygen to the brain which can induce one to be mindful, alert and aware. This color can also trigger optimism which can encourage spending, which is suitable for attracting customers and business success. Although orange is similar to both the color red and yellow, orange tends to attract people that are more friendly and less in a rush. This is because of the gentleness associated with the color. Unlike red and yellow, orange is not used in traffic light signaling, which gives the color a more unique and innovative approach in business and marketing.
The Psychology of the color purple
Purple, violet and indigo are all similar colors that give off the impression of being modern, royal and understanding your needs. Since purple is a high frequency color, it symbolizes wisdom. There may be an intuitive, spiritual and creative nature or approach to businesses that use purple colors in their logos. Purple colors also symbolize sophistication and is often used in luxury brands, candy and food brands. Similar to the neutrals black, white and grey, purple have both a similar and imaginative quality to it, however for different reasons. Neutrals do this because they lack color, while purple tend to trigger the imagination because the color omits higher frequencies, which is associated with the imagination.
The Psychology of the color pink
The color pink is associated with femininity, innocence, playfulness and love. It reminds us about the season of spring, which inspires hope and newness. It’s more negative representation can be related to anything immature or girly. Regardless, the color is used in many food and beauty logos and packaging. Pink is also used for the packaging of children’s toys.
What’s interesting about the color pink is that it has a similar psychological meanings with the other colors. It shares similarity to the color blue for being likable and green for being associated with love. Pink is a more gentle expression of the color red and it’s similar to yellow in its representation of youthfulness. Both the colors orange and pink are similar in its impression of being friendly. The color pink is similar to purple for how it’s used in candy and processed foods.
Why you are attracted to that store or restaurant?
Colors have an influence on the way that businesses, companies are brands are perceived. It also influences when and how we tend to interact and shop at stores and restaurants. Maybe we tend to stop by McDonald’s or Wendy’s when we feel like our passion is being limited or when we are in a rush to get food. Or maybe we prefer Taco Bell when we are in a party mood, and we are being intuitively drawn to eat there when we are in the mood to party or go to a club. We may be motivated to go to Dunkin’ Donuts when we want to feel more alert and refreshed. We are attracted to different colors from both our fixed and changeable moods. Businesses utilize this psychological knowledge as marketing techniques. So if you’re ever attracted to certain restaurants and stores, now you understand how the company and brand colors may have an impact on this attraction.
