How colors affect our behavior
Let’s begin this article by debunking a myth: The perception of colors and the feelings that these arouse in us are largely attributable to our personal experiences.
It would therefore not be correct to say that every single color corresponds to a precise universal feeling, because there are many variables to consider (personal tastes, different cultures, context and other).
However, we have broad guidelines that can more accurately classify color perception.
According to Satyendra Singh’s 2006 study “Impact of color on marketing“, almost 90% of the interactions between the product and the potential buyer are determined by the colour of the product.
So, the product talks to the potential buyer through color.
In other words, when it comes to purchases or branding, colors play an important role.
This unconsciously conveys a meaning and manages to persuade the customer of the goodness of the product itself.
Therefore, understanding the impact that color can have on customer perception is essential if we have a marketing strategy, want to convey a message or if we are creating a new brand identity.
Colors in the neuroscientific and cognitive field
The current information we have on the subject of colors is still far from exhaustive and other studies and research are undoubtedly needed to know our visual system and color relationship in more depth.
When the eye perceives a color, within seconds it sends a signal to the hypothalamus, the brain’s area for endocrine functions.
The sensations can be different and the associated colors equally different.
They are visual elements that mix, recall forms, words and stimulate memories.
That’s why colors are so important to neuromarketers and anyone who does business.
Colour psychology and consumer behaviour
That being said, when planning a precise marketing strategy, it is important to know what feelings and reactions we want to elicit in a person.
To do this, it is important that you focus on correct stimuli and understand which feeling to aim for.
Colors influence the way a potential customer perceives the “personality” of a product.
The idea that is formed in people’s minds and that also affects their opinion about a brand is: “I like color, so I buy it”.
For example, a company that produces sugar candies should not use yellow or green but rather red packs, a colour that many consumers perceive as sweet.
Since many buyers make purchases unconsciously, it is important to choose colors that are in harmony with the characteristics of the product we are selling.
The same thing is valid when we want to influence buying behavior.
In an article in the Daily Mail, researchers found that the color red encourages you to buy, while blue navy seems to evoke care and attention to the budget and curb that impulse.
Do colors influence the emotions and mood of consumers?
The answer is yes.
Brands can learn how to use color to influence the mood and emotions of buyers at a deeper level.
If a brand manages to reach its customers emotionally, it creates a more intimate relationship that can also be
able to change the habits of buyers.
There are no right or wrong colors, as we have already told, but there are shades more or less consistent with the sector of reference of the brand.
Companies that use color combinations effectively manage to send a specific message about their product and service.
Brands that made history with the right colors
Blue is the ideal color if you want your product or service to inspire confidence, safety and reliability, calm and sincerity.
Paypal, of which we have already spoken here, is an example.
The online payment service company has adopted blue for both website design and logo.
Another example is Zurich Insurance.
The company hompeage is rich in shades of blue, with the blue logo that stands on the top left.
Yellow instead calls for happiness, optimism, energy but also anxiety.
It obviously reminds the sun and brands like Hertz, Shell and Stanley want to embody these characteristics.
Black is the color of power, luxury, prestige, elegance.
It is not by chance that it is used by Dolce&gabbana, Gucci, Prada and many other fashion houses.
So, to align or why not, to differentiate,
it is clear how important it is to choose the color models typical of the sector of reference of your business.
And what about companies that use multicolor?
In fact, many companies have opted for multicolor.
The brands that use it want to send a message of openness and diversity.
Just think of Google for example, pioneer of multiethnic and ethical reality.
Call-to-Action: here’s some useful advice?
Remember that there is no perfect or universal color capable of generating conversions.
Choose the colors for your CTA according to the psychological principle called “isolation effect“, according to the remaining colors of which your site is made.
In this way, the CTA will be highlighted and visitors to your site will only click on them.
If you want to learn more about color in neuromarketing or need expert advice, contact me by email: m.baldocchi@on-web.net.