Not many people realize this, but we as humans are very sensitive and easily manipulated by the presence of certain colors, and our shopping decisions can be influenced this way. By understanding some of the effects, you can start to see how you respond differently to different colors, and how companies like to exploit that.

In the product assessment process, which takes about 90 seconds, users quickly decide on whether they are going to buy a product or not. Crazily enough, between 62% and 90% of this judgment is based on color alone. That means we leave out all consideration of the functionality and feel of a product, just because a certain color might make us feel better than another. Led to this extreme, 2/3 of consumers will not buy a product that does not come in their preferred color.

Now as we all know, men and women need to be marketed to slightly differently. This applies to the psychology of color as well. Females generally have a strong preference for products with the color purple, whereas men inherently dislike the same color. Additionally, men show a special interest in products that are colored black, but women are relatively ambiguous to it as a color.

Even if you aren’t buying a product and are just walking around town, brand recognition is largely related to color as well. 80% of your ability to recognize a brand comes down to recognizing the colors that form its design.

Focusing in on a specific color, you might have already known that red is considered a more aggressive color. It generally makes people more emotional and creates urgency. Think of the saying “seeing red” and you can understand what I mean. This is why some of the biggest brands in the world like Coca-Cola, McDonald’s, Red Bull and Virgin all have red in their logo. It creates an emotional response that they can capitalize on. Colour Psychology is very important in web design also. That’s why we dedicate a lot of time into deciding which will be the main color of our Themes as it can really emphasize the design. Some of our marketing themes use the red color as it’s very strong and noticeable.

Below are 40 facts about psychology of colors presented in a neat infographic.

Image from: Skilled.co

Green has a very different effect. We tend to associate the color green with the environmental and being eco-friendly. It also tends to help customers relax. Two sectors that could use this relaxation effect are energy and finance. Helping consumers to think of energy in a more “green” perspective allows them to not worry about the environment as much, and doing business with banks is usually quite stressful, so the relaxation effect is required.

The color that signals the most authority is the color black. It is popular for brands that need to establish a luxury or top-of-the-line feel. This is why you’ll see a lot of cars, technology and clothing brands use black in their logo, like Jaguar, Blackberry, or Chanel.

Finally, we have a color like white or silver. This chrome-y feel is generally associated with a cleanliness and coolness. Apple’s logo is probably the most notable logo that is colored white, but then you also have Ralph Lauren, both of which are “clean” in their own way.

As you can see, companies are smart enough to use the colors in their logos wisely. This way they can communicate a message that resounds in your head long after you’ve left the store.

Adapted from: Skilled.co

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