The study of how colors affect perceptions and behaviors

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What is even more interesting is that the same colors tend to elicit responses. Similar actions for different people. ( Find out more about emotional marketing: How to track consumer emotions and increase your sales . ) We all know that red is associated with danger and green is associated with nature, but they both have additional meanings and associations. Color psychology allows us to understand color and use it to our advantage, especially when it comes to marketing and branding. Color Psychology: The study of how colors affect perceptions and behaviors. According to studies , 62-90% of product evaluation is based on colors alone, so it's important to get your brand's color palette right.


6 steps to help you choose the right colors for your brand Try not to start the brand phone numbers list color discovery process on your own. Have brainstorming meetings with your team to talk about it. If you don't have a team yet, work through the next steps and show friends and colleagues your process to get their opinion. Step 1: Define your brand identity and core values. Before you can do any kind of visual branding strategy work, such as choosing fonts, colors, or logos, you need to do some preliminary work. Ask yourself these questions: What is your brand story? Why did you start this company? What do you solve for your clients? Who are our ideal customers? How would you like them to feel when interacting with your brand? In what situations and places is your brand located? The answers to these questions will lay the foundation for how you can use color to spread your marketing message. Colors are associated with emotions, memories, and associations. Knowing these things helps you choose the right brand colors. Step 2 : Consider color psychology and color meanings.




After all the knowledge you recorded in the first step, it's time to start researching possible colors for your brand. Part of the process of choosing the right colors is analyzing their cultural and associative meanings. There are a few things to consider in terms of the association of color, culture and perception: Is your brand local, national or international? Are there colors in your culture that actually mean something? Do you sell products or services to a specific gender or are they gender neutral? Does your brand need impact, comfort, urgency, inspiration, or something else? Where does your brand fit: technology, environment, education, etc.? It is important to remember that colors have good and bad connotations, most of the time this can be changed through tone, while other times it is controlled through accompanying visual assets such as logos and other colors in the brand palette.