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Colors and the
Emotions Behind Them
List of Colors With
Some Emotions and Symbolizations They Can Cause |
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A Western View
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Black
– space, night, authority, luxury, prestige
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Blue
– sky, water, travel, freedom, truth, authority, calm
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Brown
– wood, comfort, strength, warmth
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Green
– money, safe, calm, envy, greed, go
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Orange
– autumn, youthfulness, fire, strength, stimulation
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Pink
– romantic, affection, sensuality
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Purple
– royalty, dignity
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Red
– love, excitement, passion, stop
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White
– purity, peace, perfection, virtue
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Yellow
– light, purity, understanding, cowardice, caution
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Use the Right Colors
in Your Promotional
Materials
As colors generate
→
subconscious
emotional reactions, play a substantial role in purchases,
branding
and
emotional marketing.
Colors are strong
→
emotional
and memorable
→
differentiators.
According to the University of
Loyola, Maryland, color increases brand recognition by a whopping
80%. The study Exciting Red and Competent Blue also confirms
that purchasing intent is greatly affected by colors due to the impact they
have on how a brand is
→
perceived.
Additional studies have revealed that our brains prefer recognizable brands,
which makes color incredibly important when creating a brand identity.
Color Research & Application suggests that it is of paramount importance
for
new brands to specifically target logo colors that ensure
differentiation from entrenched competitors
Its very important to know which emotions or
symbolizations will trigger your target audience to buy your product or
service. The use of the right colors in your
promotional materials – in your
logo, marketing brochures, your product packages,
or on your web site – can actually
increase your sales. When people see
certain colors they can change their emotions or they can symbolize things
related to the colors.
For example, if you're selling a money-making product
you should use green and brown colors, as they represent money and strength,
and bring out the emotion of greed and comfort respectively.
Analyze what colors your competitors use. Avoid
using colors already associated with your competitor if you wish to
position your product
effectively
in the
mind of your prospects.
 DuPont
A US-based multicultural team at DuPont gained
around US$45 million in new business by changing the way decorating
materials are developed and marketed. The changes included new colors that
team members new, from their experience within other
→
cultures
 , would
appeal
unconsciously more to their overseas customers.
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