Color Psychology and Your Marketing, Advertising and Promotions
Color and marketing go hand in hand with each other. The use of color in the marketing of your business, whether it is in your advertising, your promotions, your business stationery or your product, can send either a positive or negative subconscious message, creating a good or bad perception of your business or your product.
First Impressions
While color is not the only important ingredient in your marketing, it is the first thing that hits people and it can leave a lasting impression - don't underestimate the power of that first impression.
What do you want that first impression to say? That you are:
What mood do you want your marketing to create? What emotion do you wish to convey? People buy based on emotion, then justify their purchase with logic. What are your choices for your color and marketing mix that will set the right mood for your business? Do you want to reflect that your business is:
light-hearted - use pastels, yellow or pale blue
serious -use blue or indigo
corporate - use dark blue, dark red or black
exciting - use red
compassionate and caring - use pink, green, turquoise or magenta
happy - use yellow or orange
sociable - use orange
peaceful, calm, relaxed - use blue, green, or turquoise
creative, imaginative - use purple, yellow or magenta
Who is your target market? Is it children, adults, male, female, a particular ethnic group, the corporate world, families, Mum's at home, teenagers, the elderly? Who is buying your product and who are they buying for? Is it wives buying for their husbands, grandparents buying for their grandchildren, teenagers buying for their parents, or bosses buying for their business? Sometimes the user of your product or service will not be the one buying it. Therefore you need to use the appropriate colors on your products or services to attract the user, and use the appropriate colors in your advertising and promotions to attract the purchasers. What color and marketing mix are you going to choose to attract your ideal market? More on different target markets........
Cultural Color and Symbolism
In addition, you need to be conscious of the cultural background of your target market. While different cultures hold different associations and symbolism for many colors, the Western meanings are becoming more universal as markets become global with access to worldwide information through the Internet. Check out these cultural color meanings and symbolism if your market specifically involves other cultures.
The colors you use in your marketing campaign may be the component that will initially grab the attention of your buyer. There is no such thing as a wrong or right color, just colors that are more appropriate for the message you wish to impart. Be sure to choose the ones for your color and marketing program that will get you the response you are looking for!
