Today it is difficult to find a person who would not know that colors play an important role in marketing. Most people are used to the fact that marketers hang red banners around stores during promotions. And in order to attract the attention of visitors to promotional goods, experts put yellow price tags instead of white ones. What do popular colors mean and what effect do they have on the buyer?
Red
From childhood, everyone knows that red is the color of aggression. This hue captures the viewer's attention and holds it. Red is the most used color in marketing and branding. This is not surprising. Juicy shade goes well with almost all colors. Experts are used to using it in contrast. For example, red is often seen paired with white or black. But most marketers use a juicy hue along with yellow. Such a vigorous combination looks cheap, but it works very well.effectively. Firms selling expensive goods prefer to use red not as a background, but as an accent.
Every color in marketing has its own meaning. Red symbolizes blood and aggression. But this shade is perceived without a hint of rage. Marketers have made a clear connection between red and discounts. Only a lazy entrepreneur does not exploit the associations invested in the buyer. Red is also associated with the holiday. But such a parallel runs if a bright shade is complemented by green. When looking at such a color scheme, an association with the New Year immediately appears in my head.
Orange
What do you associate orange with? With orange, with joy and fun. It is this interpretation of this shade that marketers use. Orange can grab people's attention just as much as red, but this shade is rarely used for such purposes. And why, if everyone is already used to red. Orange encourages a person to take action. If you can't decide on something, a good marketing ploy can push you. For example, you may have noticed that orange is often used in marketing to represent checkouts. The person who picked up the goods must see where to go with the purchases. Yes, and the sellers of many stores are dressed in orange T-shirts, so that they are easy to find against the background of colored shop windows. The same is practiced on the Internet. A person who has entered the site and now wants to find something on it or register on it will have to press the orange button that they want to click, becausea positive connotation attracts attention.
Colors matter a lot in marketing. For example, orange is an analogue of joy and happiness. A similar shade can be safely used both in the design of an office that deals with holidays, and for the design of a children's center or children's printing.
Yellow
Everyone knows from childhood that yellow is associated with the sun and light. But over time, the child understands that yellow is also a danger. Bees and wasps, which are yellow-black in color, are very unpleasant insects whose bite can even be fatal. Therefore, yellow attracts people's attention no worse than red. This value of color in marketing is known, it is actively used in advertising. The most popular combinations with yellow are red and black. They work equally well, but in the first case, the poster looks catchy, but cheap, and in the second, it looks gloomy, but solid. The most famous brand that uses a black and yellow combination is Beeline. Such a solution is considered one of the best, as brand recognition is now considered global.
Yellow tint is often used in road signs and at crossings. This move is actively used by marketers. They make similar signs of the danger sign, and put an advertising inscription inside. People fall for this trick even when they are well aware of it. Colors in marketing are always taken from life and actively exploited, they are only slightly modernized and adjusted to the goals of advertisers.
Green
Ugreen hue set of meanings. In the psychology of color in marketing and advertising, green is green. Looking at the green packaging, a person involuntarily thinks that it is somehow connected with naturalness, and the product contained in the colored shell does not contain preservatives and chemicals. Unscrupulous manufacturers often take advantage of this by selling cheap goods in expensive packaging made from natural materials.
The psychology of colors in marketing is studied not only by designers, but also by web page builders. Green is not only an indicator of environmental friendliness, but also the color of money. Websites of successfully developing enterprises are often designed in green tones. In this case, the association will be double. Firstly, customers will think that the company is developing well, and secondly, investors will believe that the company is generating good income.
Another function that a rich green hue has is calming. It is pleasant for a person to look at the green color, because for the eye the green color seems to be the most pleasant. And also a similar shade carries the designation of stability and reliability.
Blue
The influence of color in marketing should be known to any professional who wants to succeed in sales. What is the advantage of the blue tint? Blue is the color of peace and tranquility. In contrast to the rich blue, the bleached version seems more pleasant and attractive. Blue color is often used to denote toys for boys, recreational areas and beauty salons. The meaning of calm andpeace is also suitable for places where a person comes to relax: swimming pool, bath or sauna.
In printed materials, blue shades are used in combination with black or white. Such combinations are considered catchy and classic. Blue is an inactive shade, but it can attract attention and complement more saturated tones. On the nuance, blue is rarely used. Few people want to create exclusively blue labels and business cards.
Studying the psychology of colors in marketing, a person understands that the less saturated tone a color has, the more it impresses a person. Therefore, you will not find a blue tint in the store as a banner. But on food labels you can find a lot of blue. He shows the client that the product is natural and contains some part of the sea. Most often, fish, seafood, seaweed and sea s alt are packed in such packages.
Blue
What color in marketing and advertising is associated with reliability and stability? Of course, blue. This shade is used to advertise various banks and deposit systems. Even microloans choose a blue color scheme for themselves. Marketers believe that a person wants to feel calm and confident not only in money, but also in his home. Therefore, numerous interior items and household items are decorated in blue tones. The shade of color plays an important role. The darker the blue, the more restless a person will be in his soul from contemplating the color. Many people have a direct association with the sea. A calm sea is peace and tranquility, and a noisy dark sea isa terrible element from which you can expect trouble.
If we talk about the Internet space, then the most promoted social network in Russia has exactly the blue color. In addition to the fact that the shade is considered stable, it is also neutral. The human eye is able to get used to the design of blue sites and subsequently ignore windows on the screen, concentrating on their content.
Purple
Purple is the color of luxury in marketing and advertising. Historically, purple has always been considered the color of kings. It is not surprising that for many this shade is associated with a luxurious life. The thing is that in nature it is difficult to find a natural purple hue. But today, numerous computers easily cope with this task. Creating a purple label or promotional banner is a breeze. But until now, many people have a strong belief that purple is a luxury. This association is used by companies producing cosmetics and hygiene products.
Another advantage of purple is that for some people, this shade implies quality. Therefore, people favor products wrapped in purple packaging.
Purple banners hung around the city will attract the attention of passers-by with their creativity. A non-standard color will attract attention and distinguish the company from the competition. Many advertisers and designers are afraid of an unnatural shade and fear that people will not appreciate the bold move.creatives.
Pink
The best color in marketing, which can rightfully be considered one of the selling ones, is pink. This shade is used on almost all skin care products that are designed for women. Pink packaging attracts all girls from young to old. The popular shade is associated with people not only with creams and cosmetics, but also with glamour. If a marketer needs to show the luxurious life of a woman, he will dress the young lady in a pink robe. Thanks to the bright shade, it will be easy to attract the attention of the audience, as well as get their sympathy.
Even in ads for men, marketers use a pink tint. To make products for the strong half of humanity more attractive, they are advertised by girls who are dressed in bright mini-skirts and pink tops.
Pink is associated with childhood and fairy tales for many people. Cartoons for girls are made in this shade. Also, many of the toys that are filled with children's stores are made of pink fabric and plastic.
Black
Despite the mourning with which, logically, black should be associated, marketers actively use this color in advertising. It does not cause bad associations in people, on the contrary, for many people black is the color of luxury and gloss. There is nothing surprising here. Most luxury goods in the segment have dark shades or are sold against a dark background: jewelry, fur coats, cars.
What is the most popular color combination? In marketingA pair of black and white is used as often as in any other area of design. The main information immediately catches the eye of the buyer, which is easy to find on a shop window or poster. Reading black text on a white background is familiar and convenient. Therefore, most of the price tags in the store are printed on white paper in black ink.
Black and white colors are used by website builders. The color scheme is striking, but if you want to create an image of a company that is proud of its reputation and wants to be associated with a client with an exemplary enterprise, then it is better to use a classic color pair.
Black color often acts not as a background or text, but also as a color accent. Dark objects on a light background are good eye-catchers.
White
When talking about the psychology of color in marketing and branding, one cannot fail to mention the white tint. It is one of the additional colors, without which it is difficult to do. What is the advantage of white? Hue is associated with trust and purity of intention. A similar color can be used by bridal salons, banks and numerous sites. Also, the white shade is associated with the hospital and with sterility. It is widely used in medicine and advertising for hospitals and clinics.
Technical innovations marketers like to present to customers on a white background. This is done so that the attention of customers is riveted to technology, and not to the surrounding background. For this reason, most of the products in the online store are alsopresented to the viewer's attention together with a white background.
White color is popular today, as graphic is in vogue. People prefer the classic combination of black and white over the rest of the color palette. An advertisement made in a minimalist style will attract the attention of customers no worse than a colored banner. And in contrast to other advertising posters, a monochrome banner will look ascetic and pleasant.
Color combination
There are several ways to combine colors. If you want to get a bright result, then contrasting pairs should be used. They are familiar to many since childhood: red - green, purple - yellow, blue - red. If there is no desire to make rich advertising, then you can play on the accent. To do this, use the colors adjacent on the color wheel, for example, red and pink or blue and blue. Advertising on the nuance will turn out gentle and attractive. It can be used to promote cosmetics. And contrasting advertising moves will help sell a product that needs to attract increased attention.
Today, marketers can combine completely incompatible colors and still get interesting results. In this process, it is necessary to take into account not only the hue, but also its saturation. Colors of the same saturation look good together, even if they don't mix well.
If you don't know what shade to complement the color, use black or white. You will be able to profitably highlight the information and not make a mistake in the choice. And if you want to domodern design, then check out the trendy colors that Pantone offers designers every year. For example, purple is at the peak of popularity this year. It goes well with white, black, blue, yellow, orange and beige colors.
