Dose 22: Color Psychology & 3 Tips to use it for Branding Decisions

A lot of people think companies use different colors for the sake of creating an aesthetic appeal in their branding and packaging. But the truth is, this same color ends up impacting our buying decisions in ways we’re not consciously aware of. How? Through the correct use of color psychology. From food to the tech industry, brands are well aware of the impact color has on people, and they use them to persuade, appeal to, and encourage the audience to make purchasing decisions.

In a study, an A/B color test was done by Joshua Porter. In this, he presented the same landing page with 2 minor variations: one had a green CTA button, and the other had a red one. He found that the red CTA button outperformed the former by 21% more clicks. This doesn’t mean red converts the best, rather the red stood out a lot more compared to the green when it came to that particular landing page.?

Color psychology is the study of how colors influence our behaviors and moods. But it should be kept in mind, that more than the color itself, it’s the amount of color and context that ends up influencing user behavior. Furthermore, our personal preferences, cultural background, upbringing, and experiences also go a long way in determining which color we are influenced by and in what ways. Hence, there are no straight guidelines on how color can be used in your marketing campaigns, but you can always research what would work best for your audience and your brand to make your decisions.?

3 Tips to Use Colors for Branding Decisions

The Right Color Fits with the Brand

A study was done to figure out how perceived appropriateness of color influences a brand’s appeal i.e. does the color really fit what’s being sold by the brand? Hence, when it comes to picking the right color, it’s important to predict users’ reactions to the amount of color being used rather than the color palette itself.?

Use Colors that Match Your Brand Personality

Colors also indicate how a consumer perceives a brand’s “personality”. Almost every color psychology research will ask you to choose colors that define the personality you’re trying to show off as a brand. E.g. McDonald’s use of red and yellow indicates excitement and happiness, Netflix’s use of red indicates energy and passion, etc.?

Image from HelpScout?

Psychologist Jennifar Aaker, describes five “Dimensions of Brand Personality”, pointing out 5 core aspects that define any brand’s personality. And brands may use multiple traits to appeal to the audience, but their major strength is mostly represented by one personality.?

Use Colors That Distinguish Your Brand

Studies suggest that people prefer brands that stand out and are immediately recognizable, and this makes color an important element when planning for a brand’s identity. Choosing the right color makes it easier to remember your brand, and it’s even recommended that you use colors that are different from your immediate competitors. It’s also suggested that your brand colors be able to stand out from a crowd since people can recognize it a lot easier when that happens.?

Different colors are perceived in different ways, and at times, a lot of colors define what your brand stands for, but those colors may be too vibrant, or too muted, to properly align with your brand’s identity. Hence, you need to determine which color best fits your vision and use the proper color psychology principles to make your brand stand out as unique.?

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