The Psychology of Color In Branding and Marketing

Colors surround us every day. In fact, they do more than surround us, they influence us in subtle ways we often aren’t even aware of. Think about it. Do you feel differently when the sky is a clear blue than you do when it’s a stormy gray? The psychology of color is used in other ways as well. Bright red stop signs and stoplights cause us to act, and react, quickly. Businesses and corporations of all sizes rely on this same subtle, psychological persuasion of color every, single day.

Color has a powerful mental and emotional influence over the behavior of consumers. While certain colors elicit emotions, other colors induce particular actions. Graphic designers use an extensive knowledge of a given color’s influence to influence decisions and drive purchases. Statistics have shown that over 90% of consumers are influenced by a product or brand’s visual appearance. Learning how to leverage that knowledge is key to getting the attention of your target market.

How Does The Psychology of Color Influence People?

As you read about the emotions and influences of the following colors, consider how they’re used in your home, workplace, and favorite retail establishment.

• White is used to induce feelings of purity, serenity, and safety. White also sparks creativity.
• Yellow often instills feelings of optimism and joy. It also increases a sense of anxiousness that sometimes leads to impulsive purchases.
• Blue denotes peace, tranquility, and dependability. In a department store, blue gives consumers a feeling of security. In an office setting, it motivates productivity.
• Purple is commonly associated with respect and problem-solving skills. Consider this – every successful business solves a problem for its target market.
• Grey is frequently perceived as designating practicality and solidarity. Too much grey, though, might cause feelings of sadness or depression.

How The Psychology of Color Influences Emotions In Marketing

The graphic design team at DPrintWorldWide understands the power of the persuasion of color. For example, we know green elicits thoughts of good health, strength, and power. That’s why retailers use green to soothe and calm shoppers. It’s why organizations use green to signify their commitment to environmental protection and sustainability. Similarly, we understand the authority, stability, and thoughts of intelligence the color black creates. Conversely, we also know too much black can easily overwhelm a graphic design. We strive to apply color aptly and practically.

Practical Aspects of The Psychology of Color

Our knowledge far exceeds the emotional impact of the shades and tones of different colors. Our experts also understand the use of contrast to alleviate eyestrain or to compel viewers to focus on certain areas. We also understand that color vibrancy and brightness dictate specific emotional responses, like bursts of energy or feelings of cheerfulness.

Like professional graphic design, at its heart, marketing, itself, is an artform. It’s the art of persuasion, influence, and conversion. By understanding the varying ways color contributes to marketing, we harness its power in the graphic designs we create for you. We work hard to delve into your brand and get to know your ideal clients intimately. That allows us to connect the right colors with the right typography to trigger the purchasing power of your target audience. When you want graphic designs that influence consumer decision, call the design team at DPrintWorldWide. We combine decades of experience with the practical use of the psychology of color. We’ll do more than use color to its best advantage. We’ll help your business benefit from the competitive edge your it gains.