All kinds of gimmicks are used in advertising to achieve its goal of getting our attention.
Ever since sales professionals discovered that the use of certain colors can influence our choices as consumers, they have applied that knowledge to advertising.
So-called “color psychology” is a research area devoted to analyzing the effects that color tones have on our behavior. The data obtained are used not only in marketing, but also in art, architecture, education and design.
In sales and distribution, colors are used specifically to design the image of a brand or a product and to start campaigns on the market.
How are colors used to make us buy?
Whether an item or a brand succeeds or fails depends on which color tones the creative minds of a company choose. That is how far the influence of colors goes? Naturally! They can influence the values we attribute to a product, the desire to buy it, the feelings they arouse, etc.
Our perception of different colors depends on our personal experience. However, there are fundamental patterns of perception that all people more or less share. Sensations and feelings are similar within the population when people perceive a certain color.
The most important companies in the world base their business models on a color palette that links colors with perception:
Yellow: Means optimism, quality and clarity. Examples of this color are Best Buy, Subway, Shell, Nikon, Chevrolet, UPS, IKEA, Ferrari and McDonalds.
Orange: Means friendship, confidentiality and trust. Companies that chose this color are Nickelodeon, Fanta, Mozzila, Crush, VLC, Amazon and Gulf.
Red: Stands for rousing feelings. Examples: Coca Cola, Nintendo, Kellogg’s, CNN, Exxon, Lego, Pinterest and Canon.
Purple: Means creativity and imagination. Some brands that have opted for this color are SyFy, Yahoo, Taco Bell, Lynx, Barbie and Cadbury.
Blue: trust and seriousness. Examples of products with this shade include Dell, HP, Orea, Oral B, Walmart, WordPress, Vimeo, Twitter, and American Express.
Green: Stands for peace, health and growth. Brands with this color are Tropicana, John Deere, Monster, Spotify, Animal Planet, Android and Starbucks.
White and Black: Together they mean calm and poise (gray can also be used). Examples: Cartoon Network, Apple, New York Times, Wikipedia, Puma, Nike.
We are still missing those who use multiple colors for their brand, such as Google, NBC, Windows and Ebay. The goal of these brands is for the customer to experience more than one feeling at a time.
Why do we choose a brand based on its color?
According to a study on the effect of colors in marketing, 90% of customers rate a product based on its color, among other things. So there is a relationship between the brand and the color that depends on feelings. This means that when we are sad, we will not choose something yellow or orange, for example.
Colors influence every single one of our actions and that at any time of the day. For example, it makes a big difference whether we are sitting in an office with monotonous color schemes or in one that looks like a rainbow. Colors help us to relax, to learn, to become calmer, to feel comfortable in our home, etc. But why doesn’t that automatically mean that what we buy and consume is almost “prescribed” to us?
In addition to the strategies used by brands to attract our attention, our personal experiences also count. For example, if our favorite color is green, we are more likely to choose products that have that shade and have a harder time buying a blue or orange item.
If we try this for ourselves by going to the market and analyzing what catches our attention, it will certainly be the strongest and brightest colors, such as yellow, but that does not mean that we will get this product 100% of the time will buy. There are many other aspects that have to convince us, but colors are factors that we always include in our evaluation.
The trick is not to choose between colors, but between quality, price and the benefits of different products. When we do this, we become conscious consumers rather than robots buying what companies tell us to do.