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Writer's pictureEmily Team

How Color Can Influence Consumers


When you think about Coca-Cola, what colors come to mind? Red, right? What about Home Depot or Walmart? Everything around us is color-coded! Do you remember how you used to color-coded your notes while studying to help you remember better, or how you chose clothes this morning because the colors looked good together? 


Every brand is strongly associated with a specific color, and trust me it's not accidental. Research shows that proper usage of colors can increase brand recognition by 80 percent! Color also plays an extremely important role in customer’s buying decisions. Based on studies, a client is more likely to buy a product that has their favorite color on the packaging. 


Here’s what you need to know about specific colors:


Red - One of the most powerful colors. It symbolizes passion, and love and increases appetite. Red calls to urgent action and that’s why it is often used with “sale” and “clearance” signs. 

 

Yellow -  Represents optimism and clarity, however too much yellow causes anxiety. Yellow is one of the first colors that infants react to, so if you produce toys or baby care products this is your color!

 

Blue - Creates a sense of security, calmness, and trust in a brand. This color is very often used by financial institutions to build loyalty. Research shows that men respond better to this color than women.

 

Orange - Associated with warmth, enthusiasm, and most importantly affordability. Companies often use this color to create a call to action, like “subscribe” or “buy here.”

 

Green - The most calming of all the colors. It symbolizes nature, health, and new growth. Next time you see an eco-friendly product at a store, check if it has a green color on its packaging. An interesting fact is that the human eye is able to recognize the most different shades of green, so don’t be afraid to experiment with it.

 

Purple - Is a color of creativity and success. It represents wisdom and royalty which is used in cosmetics, especially if your products are used by customers over forty. Be careful to not use too much purple as it creates distraction and confusion.



 

Black - symbolizes mystery, power, and control. You can use this color as a subtle attention grabber. A lot of exclusive brands use this color to promote their high-value products. 

 

White - Represents purity, cleanliness, and neutrality. It is usually used as an addition to design rather than a primary color. It creates “empty spaces” which results in a more clean, peaceful look for your product.  

Whether you are undergoing a rebrand or developing a color scheme for the first time, maintain a shared list of keywords and characteristics that describe your brand. This list can help your team spark relevant brand color ideas and ensure you maintain an objective perspective. Our team is skilled in color theory and can help you through this process of making your brand reach the right audience. 


Source: Color Psychology




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