You may have heard that red is the color of passion, that yellow is a happy color, and that orange makes people hungry. A detailed analysis of the available research on colors and marketing, compiled by Gregory Ciotti, reveals that these simplistic assumptions about color aren’t necessarily true or useful when it comes to choosing a color for your brand, website, or marketing campaign.
The way that different people respond to colors can’t be dumbed down to simple associations.
Our personal experiences, likes and dislikes, the culture we were raised in, and the context in which we see the colors all influence how we respond. These factors are complicated and ever-shifting, so don’t trust any kitschy infographics that tell you that pink means cute and white means pure. It’s just more complicated than that.
But is there any research to help marketers make smart choices when it comes to color? Of course. Most of the studies show that color makes a big impact when it comes to marketing.
In fact, one study showed that 90% of first impressions of a brand were based on color alone.
Studies have also shown that people respond more strongly to brands whose logos are immediately recognizable, and color plays a big part in that recognition.
But it’s not as simple as certain colors evoking certain feelings.
It has a lot more to do with whether or not the color seems to “fit” the product. You’ll sell yourself short if you choose a color based on some arbitrary notion that it evokes a certain emotion. Instead, choose a color that reflects your brand’s personality.
Also, be sure to choose a color that differentiates you from other brands. If your color scheme looks too much like your competitor’s, you won’t stand out.
There is some research indicating some gender differentiation when it comes to color preferences – but remember, gender is highly specific to place and culture, so these broad generalizations apply to the Western world, but could change easily over time and may not apply in other countries.
However, generally speaking, Western men and women both like blue. While women like purple, men generally don’t (unless it’s in their mattress, for example). Men are more likely to select products in their favorite colors, while women are more open-minded to a wide range of colors, and to lighter shades of their favorite colors.
For marketing materials and websites, keep in mind that contrast can make a huge difference. One study showed a 21 percent increase in conversions after a website changed the color of its “get started now” button from green to red. But the increase isn’t because red in and of itself is so powerful – conversions likely increased because the rest of the website was green, making the red button stand out more than ever.
For marketing materials and websites, keep in mind that contrast can make a huge difference. One study showed a 21 percent increase in conversions after a website changed the color of its “get started now” button from green to red. But the increase isn’t because red in and of itself is so powerful – conversions likely increased because the rest of the website was green, making the red button stand out more than ever.
For websites, it’s a good idea to have a base color, then a contrasting accent color that draws attention to actionable items.
Finally, studies have found that consumers prefer descriptive names for colors to plain ones. “Sky blue” will sell better than “light blue,” and people prefer “mocha” to “brown,” even when the color itself looks exactly the same.
In a nutshell, when it comes to color, don’t rely on simplistic stereotypes. Think about your brand’s personality, and choose colors that will help you stand out.
