Make Us Feel
Color has a significant impact on branding, marketing and advertising. Yet one color cannot generate the exact same reaction for all viewers every time it’s used. What research on color psychology provides is directional guidance, not an absolute guarantee. Factors such as personal preference, upbringing, past experiences and cultural differences will always come into play.
That said, colors do evoke certain emotional responses. Use this information when designing logos, product packaging, web sites, emails, direct mail and retail displays. Stay current on color trends too. Rather than simply consider the stereotype though, ensure your use of color aligns with your brand’s personality and is appropriate for each application (i.e., format or location).
Color matters: Research conducted by the Color Communications Innovations (CCI) shows people make a subconscious judgment about a product within 90 seconds of initial viewing. Between 62-90 percent of that assessment is based on color alone.
Ready for a pop quiz? See if you can correctly align these emotional responses to their associated colors.