That’s where color psychology can help out.
The colors you use in your marketing have a direct impact on the way your audience engages with your product.
Why, and how can you use that to maximize your sales? Let’s get into it.
Color psychology looks at the impact colors have on human behavior.
In the field of marketing, this research focuses on how colors influence brand impressions and sales.
A consumer’s choice to buy a product is 93% influenced by a product’s look, as opposed to 3% texture and 1% sight and smell. 84.7% of consumers say that color can be the sole reason behind purchasing a product.
This means we should be paying particular attention to the way our products look—and especially the colors that we’re using.
Why is that the case?
Well, color evokes particular emotions. Certain colors portray certain inherent messages. In this way, color plays a crucial role in not just how a product is viewed, but also how a brand is viewed.
Some colors can increase the perception of strength and reliability, while others can undermine the values you’re looking to present with your brand.
Red, for example, is associated with passion. Probably not something you’ll want to use if you’re in the funeral industry. But if your business is in summery drinks, then it’ll be a strong choice for you to use.
Let’s unpack the different meanings associated with various colors.
It may change how you feel about your dream logo!
Color associations are a good place to start, but there’s more to color psychology.
When picking the right colors for your brand, there are a few more things that should be considered.
Start off with picking a scheme.
A monochromatic scheme uses one color in different shades and hues, providing a clean, simple look.
A complementary scheme uses two colors on opposite ends of the color wheel (blue and orange, red and green). It’s common, pleasing, and easy to use.
Alternatively, you can use a triple color scheme, which uses three colors that are equally spaced from each other on the color wheel (green, orange, purple).
After picking a scheme, you can select the colors you’d like to work with. Here are a few questions that’ll help get you there:
When answering these questions, keep a pen handy and jot your answers down. Knowing which colors you have to work with will make your color psychology journey easier.
Once you’ve chosen your colors, you can work to maximize them.
A final parting tip? Contrast.
It focuses your reader’s attention, giving you a great opportunity to sell them your product.
However, you don’t want to overwhelm them: keep some parts of your website in high contrast, but not all of it.
Try to find the balance between light on dark, and similar tones.
When optimized, color psychology can be highly useful in attracting and keeping customers.
Although which colors should be used depends on your brand, what you’re hoping to achieve, and timing, taking the time to research both the colors and your product’s context will boost your sales and get you on the road to success.