In the world of marketing, color isn’t just about aesthetics—it’s a critical tool that influences how consumers perceive and interact with brands. Studies have shown that people make subconscious judgments about products within 90 seconds of initial viewing. Also up to 90% is based on color alone, marketers can strategically use color to evoke specific emotions and drive purchasing decisions.
The Science Behind Color in Marketing
Colors have a profound impact on emotions, behaviors, and purchasing decisions. However, it’s not as simple as saying yellow equals happiness. There are several key components that affect how colors influence perception:
- Hue: Refers to the colors purity.
- Saturation: Measures the intensity of the color.
- Value: Lightness or darkness of a color.
- Contrast: The difference between two colors—the greater the contrast, the more eye-catching and bold the design.
In combination, these components creates a powerful visual language that draws attention, sets the tone, and influences customer behavior.
Our Eyes Perceive Color Through Wavelengths Of Light
Color psychology is a powerful tool in branding, as the varying wavelengths of light influence different colors and how we perceive them. These wavelengths not only shape our visual experience but also stimulates our emotional associations brands strategically leverage to connect with us:
Red: As the color with the longest wavelength, red appears closer to us than it actually is. This makes red attention-grabbing and impactful, which is why it is often associated with urgency, passion, and excitement.
Orange: Also with its long wavelength, this color is both eye-catching and energetic. It’s often seen in the fast food industry because its association with value and affordability stems from its ability to capture attention while conveying warmth and enthusiasm.
Yellow: Its long wavelength makes it the most visible color, which is why it’s so stimulating and attention-grabbing. It’s also the most difficult color for the human eye to process, which can cause nausea—one reason you won’t find it on cruise ships. In fact, studies show it can even make babies cry. However, when used strategically, yellow can boost metabolism and elevate self-esteem.
Green: Positioned in the middle of the spectrum, green has a balanced wavelength that is easiest on the eyes. It requires no adjustment from the retina, which is why it is often associated with relaxation, nature, and health. Green’s soothing effect makes it a popular choice for brands that want to evoke harmony and wellness.
Blue: It has a shorter wavelength and is calming and non-intrusive. The most common “favorite” color globally, especially among men, blue conveys feelings of trust, reliability, and professionalism. Blue is often chosen by businesses that want to create a sense of security and stability.
Purple: With one of the shortest wavelengths, purple is often linked to creativity and luxury. One of the main reason’s VIA chose it as a main brand color. Its rarity in nature and shorter wavelength make it feel distant, giving it an air of exclusivity and sophistication.
Colors Help Brand Recognition
Using consistent colors in branding is crucial. Some Global brands, like Coca-Cola (red) and Facebook (blue), are instantly recognizable just by their signature colors.
When developing a brand’s color palette, designers ask themselves these questions:
- Personality: What emotions and characteristics does the brand embody?
- Values: What values do the colors communicate?
- Message: Does the color palette align with the overall brand message?
- Memorability: Will the colors help the brand stand out and be easily recalled?
- Versatility: Can the color scheme work across various platforms and mediums?
- Timelessness: Will the colors stay relevant as trends change?
Carlo our creative director, said “Colors have the power to tell a story. They create connections, evoke feelings, develop brand identity, and significantly impacting consumer choices.”
Cultural and Contextual Influence on Color Perception
Although color evokes universal emotions, individual responses can vary based on cultural background, gender, and personal experience. While red can symbolize luck in China, it may be associated with danger in Western cultures. Gender also plays a role, with studies showing men and women often have different color preferences. Women see more colors also affecting their preferences.
Brands must keep any cultural and demographic factors in mind when selecting their color palette to ensure the right message is conveyed to their target audience.
The Importance of Color in E-Commerce
Color plays even a bigger role with e-commere and today’s digital age, it’s more critical than ever. Studies have found that 85% of shoppers base their purchasing decisions on color. With the rise of social media and eCommerce, colors can draw attention to products, develop brand loyalty, and ultimately drive sales.
“Using color effectively in web design enhances user engagement by guiding emotions and ensuring key messages stand out,” explained Carlo.
Ready to Take the Next Step?
With VIA’s expert understanding and application of color psychology, we will help you increase visibility, deepen your connection with consumers, and ultimately drive sales. Color is not just an afterthought in design—it’s a fundamental element that shapes perceptions and influences behavior. VIA is here to take your branding to the next level with the power of color!
