color psychology

The Psychology of Color – What It Means For Your Brand

Color is a form of non-verbal communication that can convey a message and evoke feelings in a fraction of a second. Colors can instantly set a mood, summon a physiological reaction or inspire people to take action. Selecting and using the ideal color for your brand and marketing materials provides a sense of initial expectations to your customers. If you are wealth management advisor, you would want to choose a color that gives customers a sense of professionalism, reliability, and strength. Using a shade of blue will relay this message instantly. Customers are far more likely to hire you if your brand instills these qualities as opposed to the color yellow, which elicits feelings of happiness, surprise, and creativity. Who would you trust to manage your money? Someone who is full of surprises or someone who is reliable?

Choosing a color that best represents your company, products, and services is just as critical as making sure that you choose a color that arouses the proper emotional response from your specific target markets. Though there are generalities when it comes to the meanings of colors, they don’t always mean the same thing for everyone. For example, in the Asian culture, the color white represents mourning, withering, and even death. Grey can also be interpreted as dull and indefinite, so using these two colors may work against you if you are marketing to an Asian demographic in some cases. Personal experiences and preferences can also play a role in how we feel about colors. The color red for example, may be alarming to someone and can dredge up negative feelings from their past that they associate with the color.

It’s important to do your homework about who your customers are and what’s important to them. Gender, race, culture, age, and socio-economic status should all be taken into consideration before settling on colors to represent your brand’s identity.

Sometimes colors that we have long believed to be used for certain demographics can be used more broadly than we would typically expect. Take the color pink for example. Though pink has traditionally been considered to be a very feminine color used in marketing to women and girls, it is also known to evoke feelings of health, happiness, compassion, love, nurturing, warmth, empathy, sensitivity, and youth in men as well.

In summary, color is a vital part of your brand’s identity and should be carefully researched and considered before committing to anything. Choose the right colors that “speak” to your customers but also best represents your company’s goals, services, and personality.