Colors in marketing | influence consumers

Have you ever bought a bottle of wine, perfume or face lotion just because of the shape of the bottle, the dazzling design, or the color of the artwork? You wouldn’t be the first.

If your products don’t make an emotional connection with consumers, there is a very good chance those consumers will overlook your product for someone else’s. Your would-be customer might buy something inferior to your product, just because the other item attracted their attention – it ‘spoke to’ or ‘connected’ to their emotions.

Sometimes, the power of a product is not in the convincing, but in the connecting. When a potential customer chooses a product from the multitude on the store shelf, the choice may have nothing to do with the positive claims on the bottle or the innovative ingredients inside. It may, however, have everything to do with the unusual shaped bottle, the colorful packaging or the edgy design.

So when it comes to branding and designing the packaging of your products, take time to discover the influence color can have on your end design and create something that stands out from the crowd.

Color coding

Color can convey a mood. It can evoke an emotion. It can symbolize a sentiment or feeling. And it enables brand recognition!

You can bet it was no accident that the stadium seats at the Sydney 2000 Olympic Games were a calming blue. Or the dresses worn by Spanish Flamenco dancers are a sensational red. Or pink is the color adopted by hopeless romantics.

To help you connect with customers, we looked at nine colors to discover how they might influence consumers.

Roaring RED

Red is a very visible color. It shouts at customers rather than whispers to them.

The color red is used to attract attention. Buy now! Stop! Fire! And to signify energy, danger, and power (think flash sports cars).

Red is emotionally intense. It represents passion, desire and eroticism (think red lipstick and fingernails). Red also energises and revitalises the body and soul, and helps to motivate.

Passive PINK

Pink is a sensual and sensitive color. It symbolises romance, love, and friendship, and helps to calm and soothe, especially around times of loneliness and grief.

Pink also represents feminine and nurturing qualities, as well as beauty, sweetness and passivity.

Joyful ORANGE

Orange is the color of joy. It evokes enthusiasm, happiness, creativity, success and determination.

It is also the color of citrus and is therefore associated with vitality and health.

Although orange is a hot color, it is not as aggressive as the color red. However, like red, orange is highly visible and is a good color to highlight important elements of your creative.

 Sunny YELLOW

The color of sunshine, yellow has come to symbolise fun, happiness, joy and energy.

Bright yellow produces a warming effect and evokes pleasant, cheerful feelings.

It is also effective at attracting attention especially when paired with black. However against white, yellow tends to fade into the background.

Yellow is often perceived as a childish color, so it is not advised on expensive or prestigious products.

Lastly, paler or duller shades of yellow can look dingy and are not as visually appealing, so steer clear of shades of yellow.

Glorious GOLD

Gold is usually associated with luxury, indulgence and prestige. It evokes feelings of power, stature and wealth.

Gold also symbolises enlightenment, wisdom, and optimism.

If you want your product to be highly esteemed, a touch of gold on your design can help you attain your goal.

Calming BLUE

The color blue slows the metabolism producing a soothing effect, and is therefore associated with tranquillity, depth and stability.

It symbolises loyalty, intelligence, and faith, and promotes feelings of reliability and trustworthiness.

Blue is often related to consciousness and intellect and is very acceptable to men. It is also often used on products to convey cleanliness.

Blue can pack a punch when paired with warm colors, however it should be avoided to promote food as it suppresses the appetite.

Shades of blue: dark blue symbolises knowledge, integrity and seriousness, while pale blue represents health, healing, understanding and softness.

Harmonious GREEN

The color of nature, green represents fertility, growth, spring and the environment.

It is associated with harmony, peace and balance and holds powerful energies to bring about renewal and change.

Green is an emotional positive and restful color. It helps relieve tension, aid rejuvenation and wellbeing, and is a natural peacemaker.

Green provokes mental clarity, optimism and emotional calm, inspiring hope and a generosity of spirit.

Opposite to red on the color wheel, green symbolises safety and is therefore often used when promoting medical supplies.

Avoid dark green a this is associated with ambition, jealousy and greed.

Angelic WHITE

Associated with innocence, purity and virginity, white is also considered to be the color of perfection.

White usually has positive connotations and evokes feelings of safety and successful beginnings.

Because it is the color of snow, white is also associated with cleanliness and sterility and is often used to promote products and services associated with medicine.

Bewildering BLACK

Black absorbs all color and hides from the light. It is associated with the unknown and mystery.

This color exudes power and is often perceived as intimidating and unapproachable, and preventing two-way communication.

Black symbolises fear, evil and grief, and on the flipside power, formality and elegance.

It also implies self-control, discipline, independence and a strong will.

In clothing, black can be slimming, suave, sexy, elegant and create intrigue.

When used as a background, black can reduce legibility. However black can make a powerful statement when contrasted with brighter hues, although when used alongside other powerful colors, such as red, the combination can be perceived as aggressive.

Image courtesy of www.youtube.com/watch?v=XDohoPavchc

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