When color takes over
We all know first impressions are crucial, it only takes a tenth of a second to judge a book by its cover. In a blink of an eye we form an impression and classify what’s trustworthy and what isn’t, Malcolm Gladwell refers to it as “The Power of Thinking Without Thinking”.
However, what you might not know is the powerful role color plays to make that memorable, positive first impression. With 93% of us subconsciously being influenced by the appearance of a product, selecting a color palette is probably one of the most impactful choices brands will make when rolling out a new product.
1: Mastering the art of persuasion
For centuries color has been the master in an art called ‘persuasion’, without words it has a grip on our feelings, mood and emotions. For centuries it has been used to influence, heal and guide.The psychology of color is probably one of the most interesting, yet controversial, aspects of design and marketing. Did you know that it is so good in persuasion that we (depending on the product) make up to 90% of snap judgments based on color alone. However, don’t get your hopes up just yet; Overdoing it with lots of colors won’t necessarily get you what you desire. The power of color lays in playing with associations and memories. It’s not the color itself that is important but more where and how it is used. Think about it, would you still associate Harley Davidsons with tough and cool if they branded themselves with pastel colors instead of black? Not really right… We are simply more persuade to buy things that match our perspective of a brand or person.
2: The psychological effects
For years marketeers, advertisers and designers have been geniusly tricking our perceptions through the use of color psychology. They know that our surroundings can really influence our emotions and have been using colors to encourage trust, to evoke feelings of happiness, to make us hungry and countless other ways.
No doubt that the effect of each color is quite personal and will vary depending on the country. Plus, every difference in shades, surrounding colors and context may result in totally different meanings. However, broader messaging patterns are proven to be found in color perceptions.
Take a closer look at Facebook, Dell, JPMorgan, American Express, pfizer, and the list goes on. What’s the thing they all have in common? They all use blue and white to spark emotions of trust and safety. Fast food logos like McDonalds, Burger King and Lay’s show messaging patterns through the colors yellow and red. You think this is random? Think again! Anywhere in the world this specific combination tends to make us hungry while also encouraging us to eat faster. It’s quite scary realizing that something as small as the color of your logo can make a world difference in how your brand will be perceived.
3: The shopper for your color
Even more impressive is that colors have the ability to attract specific types of shoppers. For example, the use of orange, red, black and royal blue are a great choice if you want to peak the interest of impulse shoppers in fast food chains, outlet malls or clearance sales. Navy blue and teal will be more effective to attract budget-shoppers in banks and department stores. If you have a clothing store that targets the more traditional buyers, it is recommended to play with pink, sky blue or rose. Choosing the right color might take time, but making the wrong decision could cost you a lot.
4: The Isolation Effect
It’s no secret that if you want to make sure people remember something, you should make it memorable. It is a scientific fact, people are simply more attracted to things that stand out. We value things differently when they are placed in isolation and depending on the alternative it is placed next to. Even with all the exposed marketing tricks, we still prefer products that look good over products that work good but might be missing out on the looks. So unleash your creativity if you want to make your product more appealing.
Use color as an identifying mark that can give you a competitive edge in the long haul. We tend to be intrigued by unfamiliar color (names), which results in more favorable responses to the product. So, analyze color naming, the name characteristics might impact how your product is processed. Develop a recognizable captivating set of colors and stop yourself from unrestrainedly adding colors to make product variants pop. The only effect it will have is diluting the color’s power.
5: Battle of the sexes
You remember the famous phrase: “Men Are from Mars, Women Are from Venus.”? So if we’re from different planets, there’s no wonder that researchers discovered that men and women show clear preferences in certain colors across gender.
While men prefer bright colors and shades, women are more appealed by soft colors and tints. Plus, colors also impact old and young people differently. Older observers tend to be less in favor of achromatic color pairs (think shades of grey) and single-, white- or dark colors than young observers.
But what if you want to appeal to a wide audience? No despair, both genders seem to have a clear preference for blue and share a mutual dislike for browns and oranges. Additionally, a large majority of consumers prefer color patterns with similar hues, and favor palettes with a highly contrasting accent color.
6: Color of the year
So why do we annually notice that certain colors are getting more and more attention? You start spotting them in fashion, movies, cars, commercials and packaging. This isn’t just a coincidence. It’s Pantone’s “ color of the year” that gives strategic direction to the world of trend and design. This isn’t just a random pretty color picked by a few people in an office.
It conveys deep messages on ‘what’s trending’ or better said, on what occupies people around the world.
Take Pantone’s 2018 ‘18–3838 Ultra Violet’ for example, a dramatically provocative and thoughtful purple shade. Did you know that it communicates originality and points us toward the future. In turbulent and sometimes overwhelming times, this purple is used to soothe and inspire connection.
7: Finding the golden mean
There are no clear-cut guidelines for choosing your colors. “It depends” is probably the most frustrating answer, but it’s the truth. The context you’re working within is an essential consideration. It’s the feeling, mood, and image that your brand or product creates that matters. Warm colors are great if you went to breath energy, while cold colors tend to be more associated with calmness and security.
Following infographic can help guide you in your decision, you can map color options depending on your industry and consumers preconceived notions. Nonetheless, ultimately, at the end of the day, it’s about finding the golden mean between staying relevant and staying distinct.
This article is part of “The Magnificent Seven”, a series that explores the impact and influence of design with a healthy dose of must know. If you have any questions related to design, send a message to hello@reggs.com and we’ll write about it.
