Did you know that there is something like the psychology of colors and that it is crucial for marketing? Yes, the psychology of colors does matter, a lot.
Colors have the power to have a long-lasting impact on moods, emotions, or even someone’s feelings. Color is a very influential communication tool. Colors can be leveraged for influencing mood and physiological reactions. Some colors have even increased blood pressure, metabolism, and eyestrain.
For example, whenever you see pastel color, it suddenly gives a feeling of relaxation. It seems so soothing to the eye as they are subtle. Many brands use pastel colors to depict femininity and beauty related products. Similarly, when you see bright colors like yellow, green, or blue, they feel excitement and cheer.
1. Use of Colors in Marketing
Colors have the power to influence the psychology of human beings how you can leverage the power of colors in marketing, especially in video ads. Use them to make your marketing campaigns one of the most effective ones.
The most prominent use of colors is done in influencing customers’ perception of a brand, as all colors are associated with some emotions. Red is often said to be associated with energy and anger. In this manner, colors can make an everlasting impact on the audience’s minds so they can be very well used for improving the success of marketing campaigns.
Marketers who use video makers for creating marketing videos are entirely aware of how to play with various shades and colors to make a long-lasting impact through their videos.
Various shades can affect human psychology in a wide variety of ways – right from boosting moods to causing anxiety. A person’s personality can often be defined by the colors he or she chooses. Your preference of colors when making a purchase often says something about the image you are trying to reflect.
Apart from personality, age and gender also have a significant influence on color choices. Here is a list depicting the effect created by different colors or what type of persona these colors highlight:
White – This color is often associated with clean and fresh, and a sense of youth and modernity. While making videos of health and hygiene-related products, brands, or marketing agencies could use this color in the background.
Black – This is one of the most popular colors as it gives the feeling of “power.” We have seen how black is widely used in luxury vehicles as it provides a sense of richness and power.
Silver – This color is associated with a sense of modernity and innovation. Whenever brands launch some new products, like an automobile, they use silver to unveil their work.
Green – This color depicts balance and harmony. It gives a ratio of logic and emotions to any product. This is often used to reflect the sense of nature in any work as it reflects life.
When marketers have to show income and wealth, they widely use green, closely associated with growth. So, green is used for showing health and relieving stress. It shows positivity in all aspects of life.
Blue – This color depicts trust, reliability, dependability, and responsibility. It is one of the most-liked colors by marketers across the world. It gives a feeling of relaxation and calmness. Marketers use this shade to build relationships.
Vibrant Colors like Red and Yellow – Vibrant colors are more evocative and have a better emotional effect. They give a feeling of happiness. These shades are bold, confident, an attention-getter. If you want your digital marketing videos to be vibrant and lively, you must use these bright contrasting colors in the background. Yellow depicts boldness and a person’s willingness to take risks. Macdonald’s uses red to show hunger.
Purple – This color often stands for imagination and spirituality. It possesses the energy and vibrancy of red and has the stability and reliability of blue. This makes it a perfect balance between the physical and the spiritual. Brands often use purple for defining luxury, loyalty, mystery, courage, and magic. This shade is also linked with creativity. So, marketers often explore purple as a creativity tool in their videos.
Pink – Colors are also associated with gender. Pink is a very soft color and creates a feeling of compassion and love. So, pink is mostly used for depicting femininity and women’s power. Perfume brands use pink widely in their products.
This supremely soothing color is the perfect color for showing emotions such as caring, understanding, nurturing, hope, romance, empathy, and sensitivity. Yet, marketers must use this color very thoughtfully. Too much usage might give the feeling of lack of power and immaturity.
Gold – Gold has different meanings for different cultures. This color is used for representing or depicting the feeling of charm, luxury, and treasure. Gold represents enlightenment and spirituality. Numerous religious statues are colored gold or built-in gold.
Gold shows confidence and is used by marketers to add friendliness, abundance, and prosperity in their ads. However, marketers must avoid using too much gold. This shade is meant to be used as a highlighter rather than a primary color.
Color Combinations – Each color has a different meaning and takeaway. Using different types of color combinations, you can make your content easy to comprehend for your customers. Some complementary color combinations make things stand out. Many sports teams use these color combinations in their uniforms.
In ads or videos made using subtle colors, the call to action (CTA) buttons are often bright in color so that they immediately attract viewers’ attention, and they click to reach a specific page.
The audience perceiving different colors has a direct impact on the conversion rate of a marketing campaign. People can make their buying decisions and reach a judgment within 90 seconds of watching a video. As a marketer, you must understand that you can significantly impact that decision by selecting the right color combinations for your marketing campaign.