Colors are omnipresent in our lives and affect our perception of things, our mood or even our behavior. Because of the composition of our brains and the links between sight and perception, color affects us all at a high level. The psychological role they hold can strongly motivate them to buy. Their choice is therefore not trivial in your marketing strategy and is essential for your business …
Colors and their symbolism
Colors provide emotions that can calm, excite or even reassure individuals. They carry many meanings and symbols and can speak volumes about the personality and identity of a business. However, before embarking on the creation of a graphic charter, it is essential to know the codes well. Depending on the country or the culture, their meaning may turn out to be completely opposite. This is why you have to be careful when choosing your colors, since visitors to your website are likely to come from all over the world.
From a general point of view, the choice of colors is made according to your target. If your business is aimed at children, bright colors are to be favored. If your target is male, you will have to use raw colors. Conversely, you will use pastel colors if the latter is feminine.
Brand awareness would increase by 80% if you use the color that best suits your brand, product or service. In addition, 85% of consumers buy a product based on its color.
Red: it relates to rather masculine and dynamic websites and evokes strong emotions such as passion or love. In marketing, it is also associated with increased heart rate and impulse buying.
Known to stimulate appetite, it is often used in many restaurants and can be synonymous with safety and quick judgment.
Yellow: this bright color stimulates the mind and is suitable for creative websites. It promotes communication, solicits the eyes and brings cheerfulness. From a marketing point of view, it radiates optimism and youth.
Blue: If you are looking to deploy a calm and serene appearance brand, blue is the ideal color. It creates a sense of security, calm, productivity and loyalty.
Orange: above all, it inspires joy in life, enthusiasm and warmth. In marketing this color is used to influence impulsive buyers and demonstrate good value for money.
Green: this color signifies freshness, health or even tranquility. It appeals to nature and denotes growth. In marketing, it is deployed in stores to create a feeling of well-being and most often attracts customers who respect the environment.
Black: this is the color linked to sophistication, mystery and control. It is used to sell elegant and high-end products because it attracts attention and is synonymous with subtlety and refinement.
White: Synonymous with purity and safety, this color is also used to project neutrality. Widely used by marketers in the use of coupons and price reductions, white turns out to be the best color for creating contrasts.
The choice of colors, a way to differentiate yourself?
The choice of colors influences perceptions, cognitions, but also sensory receptors. This is why they are assigned several functions:
- An alert function: it aims to attract attention using a specific color;
- A function of seduction: it allows to awaken the senses and arouse pleasure;
- A (re) comfort function: it aims to create a positive experience.
Colors are part of nonverbal communication. They allow messages and meanings to be transmitted quickly to their interlocutors. They are able to modify purchasing behavior, especially if your company chooses strong and consistent visual communication. Colors are at the heart of each product, each advertisement and within each point of sale. Strategic decisions concerning them are therefore not to be taken lightly.
A powerful marketing tool
Keep in mind that colors are the first thing perceived and remembered by your potential customers. In order to differentiate yourself from the competition, you must innovate in order to stand out and better distinguish your offer. It is at this precise moment that you can focus on a sensory marketing strategy and thus promote this differentiation by stimulating more or less the most instinctive areas of the brain.
Not just an aesthetic element, color allows faster identification of a brand and draws attention to certain characteristics of your products.
The nuances of colors are very numerous. You therefore have the choice to define your brand identity and send your own message to your target. Your brand must be easily recognizable and identifiable in the minds of consumers.
Our advice for choosing the colors of your business
- Stand out from your competitors in order to stand out and assert your personality;
- Be original while measuring the impact of your choices;
- Ask yourself the right questions: which color (s) best represent the personality of my company? What color (s) fit (s) to the characteristics of your products / services?
- Opt for 3 colors maximum.