One of the oldest fields within graphic design is the psychology of color. We use this psychological approach to understand how we interpret the shades of light we call colors. Likewise, thanks to it, we know that each color has a meaning and an emotional charge that comes from our evolution. Thus, the use of color in marketing campaigns is a very powerful tool.
As a marketing tool, the psychology of colors provides a lot of possibilities in today’s market.
In fact, everything we know about it, such as its characteristics and tools.
Comes from its use in different branches of design.
This includes branches like corporate and web design.
Likewise, this is a resource that BluCactus, as a marketing agency, understands very well.
Therefore, our aim is to help you correctly use colors in your marketing campaign.
This will then allow you to give your brand the exposure it needs in the market.
To understand this and other aspects.
In this article we will explore the importance of color from a psychological and advertising point of view.
Everything about the psychology of color: definition, basic notions, and most important technical concepts of the psychology of color
We know that this field analyzes and researches the visual sciences such as colors.
Therefore, we can define it as a set of methods that studies the influence of colors on our behavior.
Because of this, designers can get information on how consumers behave in the face of them.
Thus, they can understand how the influence of color affects our shopping habits.
We must highlight that we can apply this method in many ways. However, in recent decades, its use has become more relevant within the advertising sector.
They, in their bet on a new market, have increased the demand for services related to the use of colors in advertising.
We’ve known the relationship between colors and our way of thinking since ancient times.
Likewise, we’ve seen evidence of this during the times of the Mayan and Chinese civilizations.
In those times, they associated each color with a natural element which then gave them their own meaning.
The Mayans are a clear example of this. Here, they associated the colors yellow, black, and white with the four cardinal points.
In contrast, alchemy is another element that design historians link with the birth of the psychology of color.
What were the main historical contributions that motivated the birth of color theory?
The motivation to include this theory within the current design sciences came from Sir Isaac Newton’s studies on light. His essay, “Optics” from 1704, is what kick-started the transition between what we knew about colors and what we know today.
However, despite Newton’s work, this theory needed more contributions to become what it’s today.
On the other hand, Johann Wolfgang von Goethe contributed a lot to the evolution of this theory.
He did this with the release of his works on the theory of color.
His work titled “Color Theory” showcased the importance of how we perceive colors.
In it, he tried to take this study to new heights that, at that point, had never been seen before.
The works of psychologist Eva Heller also made a huge impact on the historical advances of color theory. She was against the idea that the meaning of each color was the same everywhere.
Thanks to her discoveries, we know now that the meaning of each color isn’t something that we know from the moment we’re born.
Instead, we learn them as we grow up and adapt to our society’s patterns of language.
The influence of the use of color within the world of marketing and advertising:
How do brands use them to control and manage purchasing habits?
According to the Color Research Institute, we know that the use of images has a direct impact on the behavior of customers when shopping.
This is because, once the customer sees a product, it will take them 90 seconds to process all the information.
Thus, the color gathers all this information for the customer to see.
Most scholars estimate that this value has an important range of close to 69%.
Nowadays, marketing specialists have given many qualities to the use of color psychology.
Because of this, the meaning of color is now part of the branches of advertising design.
Here, every interaction that the public has with advertising supports, is a subject of study for specialists.
Furthermore, the objective of advertising is to come up with a combination that sets apart a brand from the rest.
The meanings of colors according to psychology:
A brief analysis of the interpretation of shades according to the historical, cultural context, and their level of positioning in the market.
The colors we see are a result of the refraction of light, which produces a range of seven colors. These colors lie between the 380 and 750-nanometer range. Thus, this information is important because it allows graphic designers to create artificial colors.
They do this through the use of a computer capable of creating a color palette in RGB format.
This is where the primary colors are red, green, and blue. This has allowed us to study how the wavelength of light can affect the shade of colors. Likewise, this is an inquiry that comes from the psychology of colors.
Furthermore, this explains how each color can affect the context where it’s applied. Because of this, color is considered to be part of the “visual language”.
Likewise, it can have a lot of meanings and applications. Thus, when we use it to advertise a product or brand, its interpreted from this perspective.
On the other hand, thanks to the use of psychology studies, we were able to establish three factors that define each color. These are, “hue, “lightness”, and “saturation”. These are widely known elements that let us distinguish each of their characteristics.
Meanings of the color yellow
This is a special case since it can have positive and negative connotations.
In short, this is a color that can mean joy but also caution.
Because of this, a marketing expert must know how to use these meanings to create effective ads.
A positive aspect of this color is that, since it’s so bright, it easily attracts attention.
In fact, many companies use it to grab the attention of people to their brand or product.
According to the psychology of color, the different meanings of yellow can evoke different feelings on people.
- Increased Appetite
This last meaning is the reason why fast-food restaurants often use this color for their brands.
McDonald’s is a clear example of this but they aren’t alone.
Another example is found in the packaging of potato chips Lays.
Likewise, due to its status as a primary color, the meanings of it can bring out powerful emotions from people.
The psychology of color. What are the most frequent applications of yellow color in the world of advertising?
According to the psychology of color, the yellow tone can improve our mood by being a value with a lot of energy.
Therefore, we must keep this in mind when using it.
This color is mostly used in products catered to a very young audience, such as kids. Likewise, it’s also associated with fun activities.
One negative aspect of this color is that because we also associate it with caution, it can bring out feelings of anxiety.
In fact, in the case of traffic lights, the color yellow is very effective. This is because it conveys feelings of closeness, caution, and care. Thus, we can use it to attract compulsive buyers.
The psychology of color, Meanings of the color blue
According to studies of the meanings of colors, blue is one of the most popular.
In fact, almost everyone likes the color blue.
This is a color that can mean confidence and stability.
Besides, we can consider it a formal color without being too serious.
Because of this, we often use this color in financial institutions like banks.
The reason for this is because, according to the psychology of colors, it makes people feel safe.
Likewise, when we use this color, we can also improve the loyalty of our consumers and customers.
On the other hand, it’s worth highlighting the results of the studies carried out by the Journal of Business Research during 2003.
Thanks to them, we know that stores with a blue-based color scheme see the return of customers more frequently.
In contrast, retail establishments based on red and yellow don’t experience this.
Besides, we know that, according to the psychology of color, the color blue can make a customer feel trust towards any brand. Likewise, we can intensify this reaction if we also use colors like green.
At the same time, to achieve the best possible results, we must consider the contrast between cold and warm tones.
In fact, the meanings of the colors blue and green are frequently combined, as they allow for such contrast.
Uses and importance of the color blue in the world of marketing.
We can associate the color blue with words such as calm, authority, security, peace, and trust. Likewise, since this is the color of water, it can also mean freshness and serenity.
In contrast, this color can also make us feel cold, depressed, sad, and distanced. Similar to green, blue is known to calm and relax our bodies.
In fact, this calming effect is the reason why hospitals or medical products resort to this color, as it can help patients feel better.
In addition, we use this color for the packaging of beverages and natural products since it relates to water. Likewise, traditional brands generally use the colors blue and green on their products. This is because they make us feel secure and that the product is reliable.
The psychology of color, Meanings of red
Because of its wide range of meanings, red is known as the color of energy and power.
Therefore, this is an element that you must use correctly for the advertising of your business. If you do this, it will function as a powerful wake-up call.
On the other hand, marketing experts assure that the meaning of the color red can come to remember a stop sign.
Therefore, red can become a symbol that makes our consumers step on the brake.
This is because it’s a color commonly used as an alarm signal.
You can use these principles to your advantage by including them in your marketing campaign.
This color can be used to launch discounts and purchases.
This is because it encourages the impulsive acquisition of products and services.
The color red differs from other colors due to its ability to affect our physical reactions like no other.
This depends on the context where it’s applied.
Therefore, the color red can produce an increase in our blood pressure, heart rate, and breath.
The relationship between red and the psychology of color in advertising for my business
This color can create a sense of urgency that can make the consumer decide to make a purchase at the right time.
For this reason, it’s an excellent option for the promotion of offers and related.
A clear example of this is the brands McDonald’s and Coca Cola.
These companies use the full potential of the meaning of the color red. This is because it can stimulate the consumer, such as their sense of appetite.
This color also can give off a feeling of sophistication. Here, experts recommend combining it with soft shades of black and white. An example of this is Valentine’s Day as this is a day where brands often use this combination.
Meanings of green
This is a very versatile and friendly color that, if we use it properly, it can give a good impression to the consumer.
Likewise, the color green can mean health, environment, and goodwill.
In fact, some companies use this color to show their commitment to the environment.
However, some experts insist that this color isn’t exclusive to this field.
We can relate this color to money, so it also represents wealth and abundance.
The meaning of the color green mainly represents concepts like health, tranquility, and nature.
Because of this, we can use it to convey a feeling of relaxation.
Likewise, you can also use it to promote the conservation of the environment.
Furthermore, since this color can represent mental harmony, it can help your consumers to make the decision of buying your product.
Something positive about the color green is that it relates to our perception of balance, calm, fertility, and good luck.
Likewise, it can represent healing, new beginnings, growth, and renewal.
It’s also very common to see this color in banks and other institutions that deal with large amounts of money.
In contrast, this color can also represent negative concepts such as envy, greed, and lack of experience.
Consequently, we can associate it with the impulsiveness of youth.
Regarding its influence on our physical reactions, this color can lower our blood pressure and produce a feeling of calmness.
This is very different from what we’ve seen so far with the colors red and yellow.
The psychology of color, Meanings of orange
The color orange is a color that directly relates to energy. Likewise, it’s a warm color similar to red and yellow but with a more youthful image.
Because of this, this color can be quite successful at attracting attention.
Thanks to the psychology of color we know that this color implies fun and novelty.
Similarly, this color can make customers feel like they are interacting with a company at the forefront.
On the other hand, its meaning is also related to affordability and fairness.
Because of this, brands like Payless and Home depot use it in their stores. In addition, this color can also mean beauty, energy, enthusiasm, and vitality.
It’s a very cheerful color, even more so than other warm colors such as red and yellow. Likewise, it’s the color of change as it’s closely related to the passing of the seasons.
Since this color has a lot of positive meanings, they aren’t many negative ones. Nonetheless, we should still be careful with it since it’s a stimulating color. From a physical point of view, this color can raise our appetite. Thus, we can frequently find it on the packaging of flavored food and beverages.
Meanings of black
The color black is one that can be easily adapted to anything.
We often think about this color alongside white.
Likewise, we can think of black as a traditional, exciting, and relaxing color.
Even if these are different qualities, we know that it can express them all.
Furthermore, the meanings of black in color psychology are drama and the power of the message to express.
Also, one of the most effective uses of black is as a contrasting color.
On the other hand, the positive and negative connotations of this color are the same in some sort of way.
An example of this can be its sense of formality.
This means that it’s color that reflects seriousness and boredom.
The first of these features is great for products that need the customer’s trust. Also, among the meanings of the color black are elegance, fashion, mystery, and power.
Since this is a color of sophistication, we recommend to use it for expensive products such as makeup and luxury clothing.
Likewise, this is a color that can make even the cheapest products appear more luxurious.
Thus, we recommend you to use it on the packaging of your products.
The psychology of color, Meanings of White
We can often see this color alongside the color black. This is because it allows us to establish contrasts between objects.
Likewise, this color can mean purity and simplicity. Thus, this is the perfect color for companies that seek to transmit these concepts in their marketing campaigns.
In addition, we can see these concepts very easily while using white.
Therefore, the vast majority of medicines use this color in their packaging.
Another example would be products like skincare creams.
The color white can also symbolize modernity and honesty.
We can see that there are a lot of electronic companies that mainly use this color. Apple is a prime example of this.
Therefore, it can easily attract attention.
This is even better after knowing that it does this without being too striking as red or yellow.
However, the color white also has its disadvantages.
The negative associations of the meaning of the color white include mainly being insipid, cold, impersonal, and unoriginal. In regards to the physical aspect of it, this color is very similar to blue in the way it’s a refreshing color.
Use the meanings of colors and the Psychology of Color in your Branding and Marketing!
BluCactus and its design plans allow you to use the psychology of color in advertising for your business
At BluCactus we’ve reinvented the way the psychology of color was used in corporate advertising.
To do this, we blur the barrier that exists between online and offline marketing.
Likewise, we do it through the use of comprehensive design services.
Thus, we not only understand the meaning of colors but we also create the best strategies for you.
On the other hand, two features have contributed to the development of the quality of our services. Our location in Dallas has allowed us to enjoy an important place in the US market.
In addition, we currently have a wide national and international customer base.
Second, we have got a global reach thanks to our ability to work in more than six languages. Based on this, we know that the meanings of colors comprise a code that has no limits. This is where the important thing is how the user can remember your company. Therefore, the objective of our team is to strengthen the corporate identity of each of our clients.
3 advantages of hiring BluCactus for the management of your branding, corporate identity, and marketing projects
The psychology of colors plays a big role in the way our customers can understand us.
This is almost as important as the quality of our services or products.
Thus, three features have allowed BluCactus to work for important brands in the US and the world. They are:
Starting from the meaning of the colors.
You can position your brand by giving it the innovation and freshness it needs.
This way, you will be able to grab the attention of new customers from various markets.
Greater integration with your staff and workers:
We at BluCactus apply color psychology in such a way that it allows us to create an excellent work environment. This is important because a brand must know how to keep its staff stimulated. This way it will be able to remain above the competition.
Even if your competitors have a level of quality similar to yours, we guarantee your success. This is because by using the meanings of colors, we allow your product to generate a great impact. Thus, your brand will be remembered.
Final notes: BluCactus has all the resources to implement color psychology in its branding and marketing campaigns
You must use color psychology to have a successful marketing strategy.
This will allow you to grab the attention of the customer through the use of visual media.
This is because the color is distinguished from afar. Likewise, it’s part of the customer’s first impression of the brand and products. So get the best first impression with the right colors.
In turn, the psychology of color shouldn’t be taken lightly.
In the area of branding, you must communicate the value of your brand in the most concrete way possible.
Thus, you must consider what exactly your business needs to then make the right decisions in this regard.
So if you need a team specialized in digital design and marketing, BluCactus is your best choice. We’ve worked with all types of businesses and companies. Thus, we’ve got the right experience to help you and your company.