Mind Psychology of Colors to Avoid Destructive Actions

Quite often a color choice plays a vital role in product perception by a targeted audience, impacts on the effectivity of ad campaign as well as an overall perception of a brand. Color psychology is one of the most controversial aspects of marketing.

Being an indispensable tool, colors influence how people percept and interpret information, think about products and services and, therefore, behave. Without doubt, the psychology of colors explains where visitors look at while browsing your website and how they interact (read, just scroll, or simply close and go away).

The colors in tandem with the content create the overall context for the product. So, it turns out important for a marketer to understand how your visitors understand and interpret the message (including visuals) you sent.

A lot of noise about color psychology?

Psychology of colors proved by numerous studies and researches to have the significant influence, but it is subjective in a moderate way. All people are different. Although, some shared triggers and concepts make us think in the same way. Regarding colors, people’s reactions are not so often coincide due to the previous experiences, color preferences, upbringing, cultural differences, significant events and memories.

Despite the distinctions, there are some generalizations about our response to colors. Obviously, there are myriads of colors and tinctures, but they are all made of the primary and secondary colors. Let’s check the primary colors and how people respond to them in general.

Primary Colors

Blue is one of the most favorable colors across the world. It gained this title thanks to awaking trust, reliability, responsibility, and mental soothing. In comparison to red, the psychology of blue leads to mental (not physical) reaction and helps people to calm down and imagine the ideal conditions.

However, blue has another side and known for being distant and cold. When obsessively used, it inspires unfriendliness. Despite the “cold” side, blue in marketing delivers the sense of calmness and trust while developing relationship with potential customers.

Yellow evokes such feelings as joy, happiness, and optimism. It is basically the essence of cheerfulness. Psychologically, this color brings powerful meanings; infants respond to yellow ahead of the other colors.

Once you aim to increase people’s confidence, lift spirits or inspire, be sure — yellow is the right color to use. But… There is always a but. Too much of yellow rises the level of criticism, causes fear or anxiety and may drive to self-esteem problems. So, in marketing activities be moderate with this color. Motivate rather than bring your to-be-customers down.

Red brings the feeling of dynamic and power. However, it may inspire the feeling of affection and love as well as fear, terror, and survival. Once you are using this color be quite attentive to the context you portray — red tents to show aggression.

Want to catch user attention fast? Then this powerful color is just the job. Still, remember the psychology of color and apply it sparingly to exclude any possible negative reactions.

Secondary Colors

Green. The first association with this color is usually nature and balance. It spurs people to distinguish (emotionally) right from wrong. Green delivers a harmony of logic and emotions. As a much-seen color, green reflects the sense of life and peace. More than often it is connected with growth and income.

The color psychology of green depicts relieve from stress, rest, and health — overall, an optimistic effect. Though, this color may remind not quite positive categories such as materialism and over-possession.

Purple, in a psychological sense, is famous for stimulating the imagination. The color balances the energy and power of red along with the reliability of blue. Usually, this color helps to express loyalty, courage, and luxury. Besides, purple is associated with creativity and also leaves some space for mystery.

On the other hand, it may distract and cause introspection — in other words — drive your customer away from the main idea. So be attentive when you are using purple in visuals.

Orange comes out as an optimistic set: the power of red mixed with the fun and friendliness of yellow. This color represents the sense of physical comfort — reminds about food, warmth, shelter. It may be effectively applied in product marketing due to stimulation of people’s appetite. :) Orange will be ideal for creating some fun and enthusiasm along with positive attitude. In a psychological sense, this color works as a motivator.

More Colors

Brown, perhaps, the last color you think of when drawing the visuals for marketing activities. Although, this color tends to deliver notions of structure and protection. Brown may provide the sense of constant support, and it is less intense than black. Still, brown gives boringness — apparently, you should not rely upon it heavily.

Pink has a lower intensity than red and delivers the sense of unconditional love, compassion. Definitely, it often depicts depicting care and understanding. Hence, pink is more soothing than stimulating color. Be attentive to the context where you want to apply this color — it may show immaturity and a lack of power instead of (awaited by you) sensitivity or empathy.

Black is a reserved color that works perfectly for giving contrast. The psychology of this color on the one hand: delivers the sense of seriousness, control, and independence. On the other hand: black implies mystery, depression, and evil. To avoid any negativity, use black sparingly in your visuals.

White inspires people to think of purity, innocence, and peace. In some senses, it also shows the new beginnings and simplicity. Along with the refreshments, too much white will provoke the thoughts of isolation, emptiness, and loneliness (depending on the context, of course.)

What is the best color for brand logos?

Despite all attempts to give a single and united classification of customer responses to the colors, the task still waits to be completed. Why? The reaction to certain colors is based on personal experience and culture, so it is nearly impossible to deliver a universal translation of feelings. Yet, some broader color perception can be applied efficiently to marketing activities.

Here is a great example of a color guide in creating brand logos at thelogocompany.net blog.

Men’s and Women’s Color Preferences

We all different despite gender, yet there are some broad similarities in color preferences. There are distinct points in the work on “Colour Assignment” by Joe Hallock that shows — the majority of both genders gives preference to blue and share disparity on likeliness to purple.

To give more details, here are the favorite men’s and women’s colors.

Men’s and women’s least favorite colors

In the end, want to note that men give their preference to bold colors and shades (when black added to certain color) while women like softer colors with a of tint (added white). The color theory is controversial, and brands should choose colors aside from gender stereotypes. Nearly impossible to match all tastes, so test and select those colors that resonate with your target audience the best.