The psychology of color as it relates to persuasion is one of the most interesting aspects of marketing. But, there are many misconceptions around the use of colors for your brand. The fact is: the idea that colors such as yellow or purple are able to invoke some sort of hyper-specific emotion is about as accurate as your standard Tarot card reading. Here, we’ll discuss the most important factors that come into play when choosing colors to use in your marketing tactics.
Fit the brand personality.
The colors chosen need to fit the way you want your brand to be perceived. They need to support the personality you wish to portray instead of trying to align with stereotypical color associations. Your colors also influence how consumers view the personality of your brand, so there needs to be a real connection between the use of colors and customers' perceptions of your brand's personality.
Relate to the product.
Make sure the colors you choose are appropriate in relation to your product. They need to make sense with not only the vibe of your company, but the actual service being delivered. Think of the tone, the audience, and the function and make sure the color choice is relevant. For example, Apple’s use of white communicates its products’ clean, simple design.
Research has revealed that our brains prefer recognizable brands. So, it is of paramount importance for new brands to specifically target logo colors that ensure differentiation from entrenched competitors (if the competition all uses blue, you'll stand out by using purple).
The context you're working within is an absolutely essential consideration. It's the feeling, mood, and image that your brand creates that play such a major a role in persuasion. Be sure to recognize that the colors you incorporate into your marketing should match your brand's desired personality and clearly relate to what you’re offering. Then, you’ll be golden. Or marigold.