Color psychology and perception is one of the most interesting and controversial areas of digital marketing. The problem has always been th...
Color psychology and perception is one of the most interesting and controversial areas of digital marketing. The problem has always been the depth of analysis.
Digital Marketing and Color Psychology
Color psychology and perception is one of the most interesting and controversial areas of digital marketing . The problem has always been the depth of analysis.
The effect of colors on people varies depending on personal preferences, experience, upbringing and cultural differences. In this article, we will examine practical ways to decide on color. In this way, we will provide important information to digital marketing enthusiasts .
Researchers say that 90% of instant decisions about products can be based on colors and the way the brand is perceived is greatly affected by colors.
When it comes to choosing the right color, anticipating the consumer's reaction to color suitability is much more important than the color itself. The main thing here is that customers tend to turn to products that reflect their own characters through colors. For example, when the products of company A are highlighted in terms of durability, the most appropriate color will be colors that reflect durability .
In a way, we can briefly call this situation the brand creating its own personality through colors.
Brand Personality and Colors
While some colors are broadly compatible with certain features, brands can sometimes switch between two different features, but mostly one feature is highlighted.
Let's get to the point we really want to draw your attention to in this image. Green is a color that expresses safety and calm . However, it can sometimes be used for environmental issues and sometimes for financial issues.
Unfortunately, there is no clear guide for choosing brand color . However, what really matters here is the content. What makes your brand or product important is the emotion, mood and image it creates.
Color Perception by Gender
Studies show that men generally prefer dark colors and women prefer softer colors . Since color preferences vary depending on the target audience, it is useful to take this detail into consideration.
Color Coordination
Again, research shows that the majority of consumers prefer color patterns with similar color tones and palettes with high contrast accent colors . When we think about this in terms of the site, the following example summarizes the situation nicely:
It is stated above that when the button color is changed to red on a site where the basic colors and green background are preferred, conversions increase by 21%. Sometimes conformity to the whole does not always work!
In multivariate tests published in Smashing Magazine, how to get more downloads for a program was tested with the following variations:
Example number 10 outperforms the others by a large margin. The program name is small and light grey, but the action text ( “Download for Free” ) is large and red, leaving the others behind as it creates the contrast needed for high conversions .
Why "Sky Blue" is better than "Light Blue"?
Although different colors can be perceived in different ways, the descriptive names of these colors are also important. Research indicates that carefully named paint colors are more pleasing to the eye than similar ones.
We have come to the end of our article on Digital Marketing and Color Psychology and it is still not clear how to choose the perfect color?
The truth is that the ever-changing nature of color theory means we may never have definitive answers.
Our advice, especially for our readers who are interested in design , is to put aside the general color rules and focus on brand personality .
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