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The importance of color in marketing
People notice color. And it can affect the way a consumer acts. In other words, the right (or wrong) colors can influence a consumer’s actions. When designing packaging, fashion, a websiteÖwhatever it may beÖmany times the designer may select the swatches that best entice them. But, will that color palette be alluring to everyone, especially the market’s most devoted consumers? That is a question in which all designers and marketers should consider.
According to CCICOLOR - Institute for Color Research, the average person makes a subconscious judgement about a product, another person, or the environment within 90 seconds. Between 62% and 90% of that judgement is based on color alone. So, we know color is a key factor.
People associate colors with different emotions and meanings. As a designer/marketer, having this knowledge is important. Below are a few brief meanings of colors:
The color of love, seduction, violence, danger, adventure, magic and religion. Red creates a sense of urgency; you often see red at clearance sales.
The natural world (flowers, egg yolks, lemons, birds, bees, etc.), happiness, optimism, youth, enlightenment, sunshine and spring. Yellow often grabs attention of window shoppers.
Also signifies the natural world (water and sky). Different shades represent different things. For example, dark blue signifies trust, authority, intelligence and dignity, hence, is why it is a popular shade used in corporate logos. Light blue signifies peace and serenity.
This color now exists as a verb in our vocabulary, relating to ecology. It signifies growth, rebirth, fertility and wealth. It’s universally associated with nature and the environment. Green creates a relaxing environment, which can be used in stores to reduce the stress of shoppers.
It’s a very sci-fi color, relating to a supernatural aura. It symbolizes mystery, spirituality, creativity and royalty. Purple is also used to soothe and calm, so often used in beauty or skin care products.
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