The psychology of colors in marketing and branding

Introduction: One of the most important human skills in this constantly changing and moving space should be the skill of constantly learning. In our world, knowledge, conditions and space change so fast that it is not possible to take much time to learn anything. In this article that you are reading, we have tried to observe all of the above so that you can spend Get acquainted (gain, obtain) with present-day techniques that came from Marketing Psychology in just one hour. To achieve high productivity, you need to invest in a training program. Read this article and the next one, which is a continuation of this article, to Be able to understand the basic concepts of color psychology in marketing and its practical use in design.

Doing a beautiful design is relatively easy, but doing a design with good performance and efficiency for marketing is a complex task.

Most graphic designers are experts in the field of aesthetics but do not have enough experience in the field of color psychology.

Because in advertising design, in addition to the beauty of the design, it should be noted that the proposed design motivates and encourages users to use the service, and also in the design of web pages, the design of the website should cause the user to click and click on Be on its content.

A good web design is a design that, in addition to being beautiful, works well and draws the user to your website many times in the future.

Also, choosing the color of your logo is very vital for your brand. People will remember you with your logo and you should be very careful in choosing your logo. Logo design is one of your most important actions in the field of branding.

What is the color?

Color is a reflection of light that comes in different forms and this reflection includes a wide range. If a narrow area of ​​wavelengths of visible light is absorbed by matter, color is created.

White light is made up of a full range of colors. If a narrow region of white light wavelengths is absorbed by matter, the rest of the wavelengths pass through matter, and the human eye sees the combined wavelengths that pass through matter.

In 1666, the famous English scientist Isaac Newton discovered that if pure white light passed through a prism, it would decompose into visible colors. Newton also discovered that each color consists of a unique wavelength and cannot be decomposed into other colors.

Subsequent experiments showed that by combining lights, different colors could be created. For example, red light in combination with yellow light produces orange. A color created by combining two other colors is called a combination. Some colors, such as yellow and purple, when combined, neutralize each other and produce white light.

The Psychology of Colors in Marketing

In today's society where people have different tastes and use different colors, most people have turned to color psychology to improve their work, such as designers and doctors, and try to get people to work with them. Psychologically relate to communication and understand their characteristics.

The psychology of colors in marketing has progressed to the point that you will no longer find a product that does not use color psychology in its packaging design. Laying out a soap or detergent uses light blue for its purity or clarity, or uses dark red and brown for products that are spicy or smelly.

Now, considering this necessity, we will talk a little about colors and their effect on people, you should pay attention to the fact that in order to make the most of this article, you should know about other stages of marketing and use them properly.

The color and emotions of human beings

Each color affects man in its own way, all colors leave a special framework for the human mind (of course, there are exceptions that relate to human memories and)… which is called the state framework Be.

IBM uses royal blue to convey the concept of stability and reliability. FedEx also chooses to deliver something very important to the customer by choosing orange and purple, which requires his attention and even his signature.

Light and dark colors have a great effect on humans and each of these spectrum has its own use, for example, dark colors such as night colors prevent humans from moving and cause immobility, and vice versa color Bright colors, such as colors that are brighter than the vibration of sunlight, make people move and active.

For dark colors, we can name dark blue, which is used for night, and for light colors, yellow, which is used for daylight. Now, from the psychological point of view of color, let's pay attention to these two groups. Dark blue is a sign of stillness and calm, and light yellow is the color of hope and activity.

red

Red is the color of life and represents being alive. In the spectrum of sunlight, color contains energy. This color is the warmest color. Love and excitement are red. In human emotions, red is the color that belongs to the heart, and red roses and packets of chocolate on the day of love are all red.
Red is the color that makes people move. A movement to create change and transformation in the world around you. Because this color is easily visible to the human eye, the color of most driving signs, fire engines and alarms is red. Racing cars in car racing are red.

If we stay in the red light too much or stare at red for too long, we feel confused, restless and violent. Red has different meanings in different countries; In China it is the color of good luck and weddings, and in Russia it is the color of beauty, in ancient Rome it represented war.

orange

Orange is a warm color because it is obtained by combining two colors, yellow and red. It is a color that is associated with happiness and life. Orange is the color of autumn leaves and flames. However, orange has a certain amount of redness, radiance and radiance to which the eye is very sensitive.

Therefore, it is widely used in the construction of roads and traffic signs, and by shining light on the surface of this color in the dark of night, it is easily visible to the human eye. In sportswear design, it is often worn with its complementary color, blue.

yellow

Yellow is warm, bright and refreshing. The color of the sun and the color of gold.

Yellow and yellow lights represent spirituality, theology and inspiration. We attribute the yellow color to goodness and happiness on the one hand, and to caution on the other. If warm light is added to the house next to the cold moonlight, it induces heat and energy. Yellow roses represent love, friendship and peace.

green

Green is the color of the plant world, green color inspires a feeling of freshness and vitality in us. Its cold quality creates peace in human feelings and has healing power. The color green represents life, aspiration and growth.

blue

Blue is a cool color and is the color of the sky. Blue is the most soothing color.

Blue calms the heartbeat, lowers the pulse rate, lowers body temperature and reduces appetite. Blue represents God and the heavens. Prolonged exposure to blue light induces a feeling of depression.

white

When all the colored lights come together in a balanced way, white light is created. White represents purity and purity and goodness. In religious paintings, white is the color chosen for the light of God and the clothing of angels.

black

Black in the mind means evil, the color of bad people, deception and lies. Black is the color of death and mourning, words like "black market" indicate the negative and bad of this color. However, being in the dark is better than being in the red light and has less stimulating effects on the human mind. The color black evokes feelings of hopelessness, loneliness and nostalgia in the human mind.

With the definitions of black, then the use of this color is completely forbidden? !! in response

I can say no with certainty! Now that we know the meaning of this color and the effect it has on the audience, we must make the best use of it in its own time. A singer who has just failed in love, brings a completely sad album to the market. Be.

Knowing the colors and their amazing effects on the human mind and emotions, helps us to make better choices for our work environment, living environment (home) and even our clothes. Also, the healing effects of colors in inducing calmness and regulating human emotions and emotions, can be used in the treatment of many diseases of the modern world such as depression, restlessness and anxiety.

In a study that examined the effect of colors on adolescent adaptation, it was found that adolescents who are happier and better adapted to their environment use happy colors in their paintings, as well as the use of happy colors in the environment. Adolescents' lives have a very positive effect on their mood and vitality.

source : flamingo design group