Color psychology and advertising

Our brain uses colors and shades to recognize qualities about things and the brands that produce them. This is why so much thought goes into making a logo and its colors. Different shades are associated with different feelings like blue is associated with being calm and serene while red is seen as a bold shade or a shade that indicates danger. Things that you would use pastel shades on would not look good or evoke a good feeling if they are presented with neon or vibrant colors. This is how color psychology works and is often kept in mind while formulating marketing designs as at the end of the day, the product needs to appeal to people.

The associations our brain makes with certain colors is the link that connects marketed products to their target audiences. Marketing professionals use colors that audiences often tend to connect with their needs and expectations. When it is something sweet, marketers often tend to use pastel pink, purple or blue while if it’s a spicy product, marketers will mostly use red, orange and yellow. The product and the advertising scheme should be coherent and complete. If two of the elements are clashing, then the advertisement could be wasted.

Consistency in the color scheme of a brand’s advertising strengthens its identity and position in the market. It also helps the brand to stand out among the competition. Consistency also gains the trust, loyalty and familiarity of customers. If the color scheme of an advertisement changes, viewers might not even recognize it as they used to associate different colors with that product.

The color scheme in advertising should never be underestimated as, globally, colors have a certain perceived meaning by people which can be thrown off of equilibrium if messed with it. Something that is natural will always have a green, blue earthy tone to its advertising, this is how perception works. Suddenly if a product being advertised as a natural product uses colors like silver, red, yellow or orange, this can be misunderstood by people.