The Role of Color: A Psychological Perspective in Branding and Marketing

One of the most controversial aspects of marketing is the psychology of color. Its relation to branding and marketing is quite persuasive. This may not be in the manner you are considering, however. Most conversations about color and its psychological influence consist of hunches and subjective evidence that colors have certain meanings already placed in the mind. Dependable research of color persuasion and theories is one of the most fascinating components of human behavior.

The Role of Color: A Psychological Perspective in Branding and Marketing

The Psychology of Color and Its Misunderstandings

The psychology of color is a great topic for conversation, yet it has little information that is factual. There are too many outside factors that tend to misconstrue the meaning of colors. Such influences as upbringing, personal preferences, experiences, context, and cultural differences tend to cloud the influence colors have on people. Certain colors are not able to invoke specific emotions on a rational level; they are simply inaccurate due to personal experiences. Color representations that are not relevant by psychological standards tend to be vapid and present mundane facts that have no actual bearing. For example, yellow is the most cheerful color. The color yellow cannot reflect cheerfulness by itself and has a different meaning for every person.

Branding: The importance of Colors

One of the most important issues that relate to color perceptions is branding. Trying to classify a consumer’s response to individual colors is nearly impossible. Personal experiences have already created classifications of colors for individuals. This brings us to the thought that one color trying to represent a brand universally is not possible.

Message patterns for colors come in a broad range. The perception of colors plays a substantial role in branding when consumers make purchases. In fact, snap judgments are made concerning products based solely on their color. Of course, this depends on the product. The idea of perceived appropriateness for a product hinges on its color, meaning there is question about whether the color fits the product being sold.

The Personality of a Brand

The personality of a brand is in question, and the brand personality is perceived in view of the color that is used to represent it. A brand identity is created with color. Color is extremely important when trying to communicate the personality of a brand. Furthermore, it is essential for businesses to branch out and use color differentiation to create unique logos that set them apart from their competitors.

Picking the right color for positive consumer reactions in relation to color appropriateness is more significant that the color itself. There are five fundamental dimensions that are involved in creating a brand’s personality. Those fundamentals are ruggedness, sophistication, competence, excitement and sincerity. Such research has proven that there is a substantial bond between customer’s opinions of a brand’s personality and colors.



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