The Impact of Color in Advertising: How to Make Your Brand Stand Out
Are you stuck between choosing purple or green for your branding? Unsure what will draw consumers to your company? Understanding color psychology goes a long way in helping you decide. According to Verywell Mind, color is a powerful communication tool and can be used to signal action, influence mood and even influence physiological reactions. Many colors have been associated with physiological changes, including increased blood pressure, increased metabolism, and eyestrain. But the impact of colors extends beyond human behavior. Within the world of business, mainly marketing and advertising, the use of color in advertising contributes a huge role in how a brand can connect with a consumer.
Understanding Color Psychology
The impact of color in advertising influences the emotions and behaviors of consumers. Distinct colors that evoke specific feelings, such as red stimulating energy or excitement, blue reflecting calmness, yellow invoking happiness and green showing balance. Mental Health America describes the importance of colors as follows: Color psychology (using colors to influence your mood and behavior) is a new science, and there is some evidence it helps reduce stress, improve sleep and more.
A great example of color in action is UPS using brown, which represents stability, reliability and warmth. The message that UPS is trying to convey to customers is their dependability. Another example is magenta, which is used by Lyft and T-Mobile. Magenta conveys happiness, joy, and care. Lyft and T-Mobile offer connections and welcoming energy with their business, which is what they want to convey through their branding.
Color Choices Matter: A Case Study
Tying your brand’s core messaging to color is key to creating a cohesive identity. One example of this strategy being used successfully is Aroma Hut Institute, an organization that specializes in the study of aromatherapy and essential oils. The brand uses green hues to reflect its mission and connect with the core audience. Green is often associated with nature, health and tranquility and perfectly mirrors Aroma Hut’s focus on holistic wellness and natural remedies with essential oils. The other colors used such as yellow convey a warm earthy tone with a tropical accent, and blue conveys a sense of relaxation and escapism. The brand’s colors invoke the idea of a sanctuary for their consumers’ personal well-being. This reinforces the brand’s commitment to health, nature, rejuvenation, and an overall welcoming and soothing environment for consumers.
Branding Through Color
Color also plays an important role in digital advertising and online brand marketing. According to Straits Research, 85% of buyers say that color is the main factor in their decision to select one product over another.
Marketing colors play a crucial role in the building of brand recognition, and the fostering of customer loyalty is important to consider when choosing a color scheme. As seen with companies such as Coca-Cola, consistency is key with colors across marketing materials. It is essential in reinforcing brand identity and enhancing consumer trust. When a brand maintains a uniform color palette—whether in packaging, advertisements, or social media—these elements create a visual experience that is cohesive and signals professionalism and reliability.
Color’s Cultural Influence
Navigating color in advertising is a complex landscape on the global stage. The meaning of colors can vary across several cultures within U.S. borders and around the globe. One example is the way in which white is a symbol of peace and purity within Western culture but means mourning within Asian societies.
Ignoring cultural context when it comes to choosing potential colors can lead to misunderstandings and misconceptions. Cultural sensitivity is essential for business aiming to connect with diverse consumers, ensuring that your message resonates in a positive and respectful way across the cultural landscape.
Harnessing The Power of Color
At Fiore Communications, we understand the powerful role that color psychology plays in marketing and advertising. Colors can evoke emotions and influence consumer behavior, making them essential tools for effective branding and messaging. Our team collaborates with clients to strategically incorporate colors that resonate with their target audience, enhancing brand recognition and engagement. Contact us today to discover how our integrated marketing services can elevate your brand and drive impactful communication.
About the Author
Dallas Totilo
Fiore Communications Digital Marketing Intern, Fall 2024
Dallas Totilo is a Senior at Florida State University, majoring in Advertising with a minor in General Business. Dallas is excited to sharpen his skills at Fiore Communications and use what he has learned to assist Fiore’s clients with all of their business needs.
