93% of consumers online consider the visual aspect as the primary influencer for their purchase decisions. While reviews are important in product evaluation, an ugly espresso machine is unlikely to sell itself without some seriously brilliant marketing.
This is because of how first impressions work in us humans. Our brains make snap judgments based on “thin slices” from past experiences within a matter of seconds. This approach is surprisingly accurate at times, but psychologists warn that it is a double-edged sword. Depending on what is being evaluated, individual biases come into play that may make you completely miss the mark.
According to the design connoisseurs at DesignAdvisor, it isn’t just visual attractiveness that helps consumers act on a purchase. Colors play a crucial role too:
“Color impression is responsible for 60% of the acceptance or rejection of a product.”
Their research has further revealed that for 84.7% of consumers, color is the principal basis for purchasing certain products. To help you determine what colors may work well for your own design needs, below are a few commonly used colors and the impressions they’re associated with.
The Prisms of Color Perception
This color is primarily associated with strong emotions like anger or love. It can speak to excitement and passion, but also danger. According to findings in psychology, red actually increases blood pressure and metabolism, and in turn, appetite.
Coca-Cola is one of the most well-known brands that makes use of this color. They use it to express joy and effectively tap into its associations with popular holidays. Just be careful though: overuse of the color may skew positive implications into negative ones like warning and caution.
You’ve probably noticed a lot of brands using the color blue. Facebook, Paypal, Skype, and LinkedIn are some of those brands that have chosen it as their signature color. It demonstrates authority, professionalism, and trustworthiness and, interestingly enough, induces physiological responses of calm by stimulating the brain to produce natural tranquilizers.
Not only is blue handy for promoting a sense of trust, various studies have also found that it increases creativity and improves concentration. Be careful what shade of blue you use, though. Shades and tones matter. Shifting from Facebook’s blue to a teal blue is a complete alteration of the former shade’s meaning.
Perhaps the first words you think of when you consider this color are “growth” and “life.” It’s certainly a dominant color in nature. Because of this, it is also the color that evokes relaxation and rejuvenation.
Research confirms green really has soothing effects. A study by the University of Georgia showed that as much as 95% of students found green as a color that incites positive emotions. Among the well-known brands of today, Spotify, Subway, The Body Shop, and Starbucks have graced their logos with green hues.
Finding The Right Color
As you go about defining the right color for your brand or product, remember that the effects of color psychology depend strongly on the users’ perceptions. Depending on the regions you’ll be targeting, reactions to color can be extremely varied. For example, red is the color of love in the West, but in China it signifies fertility and luck. In Japan, on the other hand, it is taken to imply anger.
Finding the right color representation will require thorough research, but what in business doesn’t? One thing’s for sure, though: you’re apt to enjoy the process of discovery as you go along. And with that, we’ll leave you to it. Happy creating!
Infographic URL: https://designadvisor.net/blog/psychology-of-colors-infographic/