Marketing uses every resource imaginable to achieve its goals, so it uses all the means at its disposal to get a product or idea to capture our attention.
From the moment experts realized that using a specific color can change our decisions as consumers, they began to use this technique as a sales strategy.
- The call?Color psychology?is a field dedicated to analyzing the effects of each tone on our behavior.
- This data is used not only in marketing.
- But also in art.
- Architecture.
- Education.
- Design.
- Etc.
In the occasional case of advertising and sales, it should be noted that colors are used to build the image of a brand or product, in order to launch campaigns in the market.
Can an entire item or brand be a success or failure depending on the colors chosen by a company’s advertisers Does the choice of colors have such an influence?The answer is yes! The selected tones can affect the value of a product, the desire to buy it, the sensations provoked, etc.
Of course, our perception of each color will depend on personal experiences; However, there are also general ideas that affect everyone more or less in the same way. Emotions and feelings converge in the population when faced with a specific color.
The world’s largest companies use a table that links color to perception. This way:
Yellow: it’s optimism, affection and clarity. Best Buy, Subway, Shell, Nikon, Chevrolet, UPS, IKEA, Ferrari and Mc Donalds are examples of companies using this color.
Orange: it’s friendship, confidentiality and trust. The companies that choose this color are Nickelodeon, Fanta, Mozzila, Crush, VLC, Amazon and Gulf.
Purple or purple: excites the senses. Examples: Coca Cola, Nintendo, Kellogg?S, CNN, Exxon, Lego, Pinterest and Canon.
Violet: It’s creativity and imagination. Some brands that have chosen this color are SyFy, Yahoo, Taco Bell, Lynx, Barbie and Cadbury.
Blue: it is confidence and seriousness. Examples of products with this color are Dell, HP, Oreo, Oral B, Walmart, WordPress, Vimeo, Twitter, and American Express.
Green: it’s peace, health and growth. The brands related to this color are Tropicana, John Deere, Monster, Spotify, Animal Planet, Android and Starbucks.
Black and white: together they represent calm and aplomb (you can also use gray). Examples: Cartoon Network, Apple, New York Times, Wikipedia, Puma and Nike.
There are also those who use more than one color in their brand, such as Google, NBC, Windows and Ebay, in these examples the goal is for the customer to experience more than one sensation.
According to a study titled “The Impact of Color on Marketing,” 90% of consumers judge a product based on its color. There is a relationship between brand and color that depends on emotion. This means that we will not choose something yellow or naranja. si are depressed, for example.
Colors affect each of our actions and this can be seen at any time of the day, for example, it is not like being in a monotonous office and another that seems to have charged a rainbow after the rain, if the colors help us rest. better, study, be calmer, feel more at home, etc. , why wouldn’t they influence what we buy or consume?
Beyond the strategies that brands use to get our attention, our experiences are also important, if our favorite color is green, for example, we are more likely to choose products that use this tone, and it will be harder to choose an item that is blue or orange, to name just two.
If we do the test to go to the supermarket and analyze what catches our attention the most, we will surely realize that the colors will be stronger and brighter as yellow, although this does not mean that in 100% of cases we end up buying. this product Of course, there are other things that should convince us, but at least these elements have managed to draw our attention to decide to evaluate the products in question.
The secret is to know how to differentiate a product not by its color, but by its quality, price or functionality. In this way, we will be conscious consumers and not “robots” who buy what companies want.