And it can be used to project an absence of color or neutrality. White is associated with feelings of cleanliness, purity, and safety. And is the unparalleled leader in cutting-edge technology. It is clean in its approach to advancing products of the future as well as today. So, while innovative and exciting, Apple is also thought-provoking. Although Apple’s logo is a literal rainbow of colors, it also uses an all gray apple in its branding. It also represents the maturity of those who have achieved in life. Lexus’s use of light gray suggests high-end, luxury, elegance balanced with stability. Gray can be uninspiring if it is used too often. Too much gray can lead to feelings of nothingness and depression, however. Gray symbolizes feelings of practicality, old age, and solidarity. These prove to be precisely the qualities Coco Chanel created her brand to embody. Chanel uses black to convey luxury, elegance, sophistication, timelessness, and maybe a hint of mystery. Nike’s logo, a combination of black and white, evokes power, strength, and stability. It creates the idea of excitement in shopping there, and the urgency to purchase the brand’s great deals or latest, trendiest merchandise. Its logo, one of the most widely recognized symbols in North America, grabs customers’ attention. Target provides another example of the use of the color. Remember the McDonald’s advertising campaign, “Loving it.” Red is all about emotions and passion, which is how McDonald’s wants you to feel about its products. It might not have been the same ridiculously big chain it is today without using the color so effectively. This tactic has been great for Micky D’s. McDonald’s chooses the high-energy color red (combined with yellow), which appeals to children, kindles appetites, and creates a sense of urgency. It gets people to act and is important for call-to-action buttons, for example, on a website. It is associated with movement, excitement, and passion. The color physically stimulates the body, raising blood pressure and heart rate. Thus it is frequently used by fast-food chains. The color red creates a sense of urgency, suitable for clearance sales. They know certain colors, tints, hues, and shades evoke emotion and move people to action. That fact is not lost on brands and advertisers. Color plays into this initial impression. People make subconscious judgments about a person, environment, or product within a few seconds or minutes. How Do Colors in Marketing Influence People?Ĭolor meaning and the psychology of colors can powerfully impact people’s behavior and decision-making. The muted browns and grays of the Eisenhower era succumbed to the bold shades of chartreuse, persimmon, and banana yellow of the late 60s. Viewers may recall how color palettes changed over the years. Later, pinks and blue-grays came on the scene.įor example, look at the TV series Mad Men, which ran from 2007 to 2015, but whose fictional time frame ran from March 1960 to November 1970. Have you noticed how colors go in and out of style? In the 1970s, earth tones were popular but gave way in the 80s to turquoise and mauve. He believed that self-expression through images and colors could help patients recover from trauma or distress. More recently, Swiss psychiatrist Carl Jung called color the “mother tongue of the subconscious.” His psychological studies led him to develop art therapy. They studied color’s effect on mood and used color to accomplish holistic benefits. He later added indigo, according to Wikipedia.īut color psychology predates Newton’s time by thousands of years going back to the Egyptians. He identified initially six wavelength shades: red, orange, yellow, green, blue and violet. In the 17th century, Sir Isaac Newton observed sunlight passing through a glass prism and how the light was reflected into various colors. That sounds simple at first blush, but there’s a lot to unpack in that statement.īefore we look at how color meaning affects human behavior (and how certain colors elicit different reactions), let’s take a quick journey through the history of color. The psychology of color is used in advertising and marketing to evoke emotional reactions. Color psychology studies how different colors determine human behavior.
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