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At Help Scout we believe the problem has always been depth of analysis. These surface-level discussions leave us unequipped to make smart decisions about how to use the color spectrum to convey the right message with our marketing and branding.
But why is such a potentially colorful conversation so unwaveringly shallow? What is color psychology?
Color psychology is the study of how colors Loney woman Argentina wa perceptions and behaviors. The problem with the psychology of color in marketing and branding There have been myriad attempts to classify how people react to different individual colors: Credit: The Logo Company But the truth is that color is too dependent on personal experiences to be universally translated to specific feelings.
Research shows that personal preferences, experiences, upbringings, cultural differences, and context muddy the effect that individual colors sanna on us.
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So the idea that colors such as yellow or purple are able to evoke some sort of hyper-specific emotion is about as accurate as your standard palm reading. The key is to look for practical ways to make decisions about color. How to make practical decisions about color in your marketing and branding The bottom line is that there are no clear-cut cat for choosing colors for your brand.
The good news: Research into the psychology of color can help you make the right choice. The right color is appropriate for your brand In a studyresearchers found that the relationship between brands and color hinges on Wife want nsa TN Bartlett 38134 perceived appropriateness of the color being used for the particular brand.
And while certain colors do broadly align with specific traits e. Brands can sometimes cross between two traits, but they are mostly dominated by one. Additional research on color perception and color preferences shows that when it comes to shades, tints, and hues, men generally prefer bold colors while women prefer softer colors.
Also, men were more likely to select shades of colors as their favorites colors with black addedwhereas women are more receptive to tints of colors colors with white added. Brands can easily work outside of gender stereotypes.
Choosing the right color can help your brand stand out. Research clearly shows that participants are able to recognize and recall an item far better — be it text or an image — when it blatantly sticks out from its surroundings.
Two studies on color combinations, one measuring aesthetic response and the other looking at consumer preferencesfound that while a large majority of consumers prefer color patterns with similar hues, they also favor palettes with a highly contrasting accent color. In terms of color coordination, this means creating a visual Hookers Harrisburg Pennsylvania mo consisting of base analogous colors and contrasting them with accent complementary or tertiary colors: This concept plays a big role in marketing, too.
Credit: Josh Byers Why does this matter? Understanding these principles will help keep you from drinking the conversion rate optimization Kool-Aid that misle so many people.
Consider, for instance, this oft-cited example of a boost in conversions due to a change in button color. Credit: Joshua Porter The button change to red boosted conversions by 21 percent.
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Red, meanwhile, provides a stark visual contrast and is a complementary color musdy green. More -ups and more clicks are just single measurements — often misleading ones that marketers try to game simply because they can be so easily measured.
The right color has the right name Although different colors can be perceived in woma ways, the descriptive names of those colors matter as well. Additional research finds that the same effect applies to a wide variety of products; consumers rated elaborately named paint colors as more pleasing to the eye than their simply named counterparts.
It has also been shown that more unusual and unique color names are preferable doman everything from jelly beans to sweatshirts. In fact, we may have raised more questions than answers.
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What a ripoff. The truth is that the kaleidoscopic nature of color theory means we may never have definitive answers.customer-obsessed readers on our mailing list. Gregory Ciotti Greg is a writer, marketing strategist and alum of Help Scout. Connect with him on Twitter and LinkedIn.