When we refer to color psychology it is equivalent to talking about emotions. Although this is one of the fields that neuromarketing deals with, its impact goes much further, entering the universe of sensations, symbolism and different cultures. All this without losing sight of its enormous implications for sales. Contrary to what many believe, colors are not a secondary issue: according to neuroscience expert Jürgen Klaric, 84.7% of consumers say that the color of a product is the main reason to buy it. Given the overwhelming nature of all this information, how can you use color psychology for better advertising?
There is no doubt that colors are closely linked to our tastes, our education, our values and our cultural characteristics. However, there are countless studies that can anticipate how we react to them or which ones tend to be the most popular. An aspect that must be taken into account both when launching a commercial catalog and dealing with designing an ad.
For Visual Led, a leading LED screen manufacturer for shops and shop windows, color has always been one of our biggest concerns. Therefore, we want to help you use it with a very clear aim: improve your company’s advertising results. Pay attention!
What is color psychology and what is it for?
Color psychology is the study of colors in relation to emotions and human behavior. Its aim is to determine how colors affect people’s daily life. Can it be a determining aspect when choosing one brand over another? Are there colors that make Internet users click on a button more often than others? Although the answer to both questions is affirmative, the explanation is more complex.
In fact, color stimulates the brain in many ways. Something that the human being has known for a long time: without going further, in Ancient times, the Egyptians and the Chinese took advantage of the effect of color to try to cure diseases or favor certain states of consciousness. Art was not left out of this consideration either. For example, in Pharaonic Egypt, red was associated with life, triumph and the earth, but also with the fury of the gods. In turn, in European medieval painting, green was linked to the representation of the devil. These cultural associations have remained until today, although in some cases they have varied.
Hence, color is much more than an optical phenomenon. All colors have their own meaning and impact in a very specific way in our brain. Therefore, understanding how consumers react to certain chromatic stimuli can help increase sales and better advertising, according to various studies driven from the field of psychology.
Discover what each color symbolizes below and what sensations contribute to good communication (and, above all, keep this in mind when creating your digital contents for LED screens!)
What does each color symbolize?
As we have seen, color has the ability to condition our mood and our intention to buy. Now, how does each of them affect us? Find the explanation in the lines that follow.
The psychology of yellow
There are many cultures that relate yellow with sunlight, which is why it evokes happiness, optimism, positivity … It is also very linked to summer, the time when the sun shines brighter in the northern hemisphere, as well as concepts such as youth, vitality and energy. Hence, many transport companies or fast food companies have included it in their corporate color palette.
Psychology of white
It evokes hygiene, asepsis, transference and purity, while at the same time it can contribute to an image of great sophistication. It also favors a feeling of well-being and relaxation. In the same way, white enhances the other colors that are next to it and gives a feeling of spaciousness. If used excessively, however, it may seem cold.
Psychology of blue
According to various studies, blue is the most popular color. This characteristic, together with the fact that in most Western countries it usually represents masculinity and is usually present in children’s clothes, explains why it has so much presence in the market. On the other hand, it is a color that transmits security, tranquility and confidence. That is why it is one of the favorites among banking entities, or among those companies that wish to inspire seriousness and commitment, such as insurance companies. It is also the coldest color, but even so, it transmits spirituality and fantasy. Anyway, it can turn against an advertisement in some cases. One of the clearest is the food industry, since it has been shown that it does not favor the appetite. That is why there are few companies in this industry that choose it. By the way: did you know that there are more than a hundred shades of blue? Or that some languages, like Russian, use different words to refer to each one, depending on whether they allude to light blue or dark blue?
Psychology of orange
Orange is the color of creativity par excellence – that is why some communication agencies paint their walls in this tone – although it can also symbolize adventure, success and balance. It adds a casual and fun touch to any image, website or marketing material, and favors the effectiveness of calls to action on websites. It is usually used in brands related to leisure and entertainment, or whose target is a young audience.
Psychology of black
Black is a protective and reassuring color, while providing a hint of drama and mystery. It is used to highlight the other colors that accompany and gives the articles a note of luxury and exclusivity. For many, black is synonymous with seriousness, status and strength. In any case, it is convenient not to overdo it: if it is used too much it can give a feeling of oppression and make a space seem much smaller than it really is.
Psychology of red
Its ability to draw attention explains why it is present in most traffic signs. Red is associated with danger, passion, emotion, energy and action. If you have a web page, you should know that this color has the best results in call-to-action or call-to-action messages. Normally, red is present in companies linked to food – it tends to whet the appetite -, communication or leisure.
Psychology of pink
It is perfect to convey the concepts of love, femininity, warmth and sexuality. Although more and more companies are trying to distance themselves from this line, pink is still the star color in articles for girls in most of the western world. However, according to one study, pink is only the preferred color of 5% of women. You also have to be careful when using it in the articles that the brand sells, since there are many generic products – for example, razors – that are usually more expensive than others that are identical, except for the color. It is what is known as the pink rate. Some consumers have heard about it, so they try to avoid items with this tone.
Psychology of green
Green symbolizes freshness, harmony, balance and rest. It also reminds us of the colors of nature, so it helps to create relaxing environments (in this sense, it is not a coincidence that medical staff uniforms in clinics or hospitals are often green). This is why this color is increasingly widespread in companies dedicated to renewable energy, or food companies that aspire to offer fresh and natural products. We should also mention its recurrent association with health, which explains why it is usually the most used color in LED sign boards for pharmacies and other businesses that revolve around health.
Psychology of purple
Violet, lilac or purple is used by those companies that want to differentiate themselves from their competitors. It is also a color that helps people become emotionally active, while it is related to luxury, sophistication, power and wisdom. It is often used in women’s beauty products, as well as by some political parties and associations linked to them, regardless of their ideological orientation.
Thus, ends our tour of color psychology. We hope you found it useful. And, of course, if you want to share with us how you use and combine colors in your LED billboards, do not hesitate to write to us. We want to read your comments!