Author: Valerio Salzano
Publication date: 17.04.2024
Everyone knows colours, but only a few understand the influence of colours in marketing strategies and in life. Many studies demonstrate how the recognition of different hues varies from person to person. It depens often on their historical background. However, there are specific colors commonly used in advertising.
What is Marketing and What is psychology of colours?
First of all, it’s fundamental distinguish between two different topics: marketing and psychology of colours.
Marketing is a process that involves creating value. It's a concept in constant evolution that follows market dynamics. What does it mean to generate value? This could have different meanings depending on the individual. For example, an individual interested in selling products may be more involved in affiliate marketing strategies. In contrast, an agency that want improve the notoriety will be more oriented on digital marketing and online advertising. However, these are in common creativity, spontaneity and communication.
Psychology of colours is a field of study that measures the impact of colors on the human mind, conditioning behaviors and actions. Colours and emotions are collegated. Therefore, Why choose one color over another? For isurance, a particular colour might remind us of a past event or emotion. thus influencing the mind.
The fundamental connection between both concepts is found precisely in their ability to influence. In other terms, knowledge of how the human mind works is essential in maerketing strategies to prompt action.
Which colours to choose ?
With numerous options available, selecting the right colors can be difficult. Nevertheless, certain colours are often used to impress the public, in particular red, blue, yellow, orange, green and black.
Red typically represents power. A vibrant and energetic colour that conveys confidence. A synonym of it could be the attention, as it immediately catches the eye.
Blue is commonly associated with tranquillity and trust. It conveys control and affidability.
Yellow is an interesting colour. while reflecting optimism and joy, can also evoke concern.
Orange is a friendly colour. It's less intense than red, and it fits perfectly into many brands to evoke happiness.
Black symbolizes authority and reliability.
To understand the psychology of colours can amplify the effect of your communications. As example, The yellow logo colours of the fast food chain McDonald's wouldn't have garnered the same notoriety if it had been blue. Otherwise, it could be possible to imagine Zara logo in yellow and red ?
It's also crucial to consider the target audience and the industry in which the company operates, as reactions to colours can vary depending on different cultures and sectors. Additionally, it could be possible to use complementary or contrasting colours to reach specific effects.
Conclusion
In conclusion, there are many reasons to incorporate the psychology of colours into marketing strategies, particularly their influence on human behavior. Colours serve as potent tools to persuade others. For example, motivate individuals to take action, conveying the value of a brand or change their mood.
Therefore, the decision to use one colour over another should not be underestimated. The combination of different colours could also be a strategic choice to differentiate one's company from the competition and create a strong distinctive brand.
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Reference List
Marketing: cos'è, definizione, significato, pianificazione e strategie
La psicologia dei colori: perchè è importante scegliere il giusto colore per la tua impresa
Il significato dei colori nel marketing: come utilizzarli e scegliere quelli giusti
I colori nel marketing: come scegliere i colori giusti per il proprio brand