Understanding How Color Impacts Sales and Marketing

When you think of graphic designers what comes to mind? Most people think of artistic, creative men and women. They think of people in thick glasses who sit behind a desk or computer screen making logos and flyers. In truth, professional graphic designers are also amateur color psychologists. They study the way color works on the hearts and emotions of your ideal clients to increase brand recognition and drive sales. To help you take advantage of this specialized knowledge, we’ll take a brief, but comprehensive, look at role color plays in sales and marketing. This first step along that road is to understand what color psychology is.

Color psychology is the scientific study of how color sways behavior and influences decisions. Marketers use color to persuade the way consumers perceive a brand, react to an ad, and respond to a brand’s personality. Professional graphic designers use the principles of color psychology in a number of strategic ways, including:

• piquing consumer interest
• creating your company’s logo
• designing your company’s website
• creating compelling call-to-action buttons
• developing a results-driven marketing campaign
• designing your company’s promotional materials
• developing your company’s complete, effective brand kit

Just as graphic design has value beyond simple logo design, color also has value beyond mere aesthetics. Everyone has personal preferences – including the consumer market you’re trying to reach. Understanding those preferences, and what influences them, is key to leveraging the desired responses from your target market. That leverage is key to positively impacting marketing results and optimizing consumer conversions.

How Color Persuades Action and Attitude

While personal preferences for specific colors vary widely from individual to individual, there are universally, scientifically acknowledges reasons behind certain color perceptions. Additionally, research and studies indicate the human brain gravitates toward recognizable brands. That makes color critically important to your brand’s identity. A professional graphic designer knows choosing the “right” color isn’t as important as choosing the color consumers react to in the right way. Consider how specific colors display specific personality traits to specific people. For instance, while green might be used to denote wealth for an investment firm, it might also be used to signify environmental responsibility for a recycling firm. Similarly, blue could depict the masculinity and strength or men’s grooming products; it could also depict the calmness and serenity of water and sky.

What designers and marketers want to convey is a feeling, a mood, an image that the mention of your brand calls to mind. Color wants to guide and persuade your ideal clients. Color psychology wants to do the same thing, but in marketable, profitable ways. Color psychology also pays careful attention to the way color combinations influence perception and responses. The graphic designer you trust with your company’s message knows how to combine colors to generate the ideal responses that play on consumer emotions. Think of it this way, every company solves a problem for its ideal client. Color, then, can help your ideal client feel an emotional connection to your brand. Combine that connection with their desired solution, and you’ll create a loyal customer for life.

The graphics design team at DPrintWorldWide has the skill and expertise to color your company for success. Call us today at (ZZZ) ZZZ-ZZZZ. We’ll schedule a valuable Product Consultation and help position your business or corporation in its best light.