People generate a quick image of others they just met in a matter of seconds. They also do it when they run into an unknown brand or company. The logo of a brand or company is usually seen as a representation of the company. Unconsciously, based on its primary color people assign certain characteristics to the product and company. Reason why it is important that companies are aware of how to use the psychological effect colors.
How do colors impact customers?
How companies can use the psychology of colors
The store: Companies should consider the colors used in their window displays and store interiors. Colors influence the type of customer the store will attract and their buying behavior. Warm colors encourage spontaneous purchases, while cool colors are a better fit for purchases where a lot of planning and customer deliberation occurs. Moreover, the color blue which is the top choice of Americans (35%), has proven to be more favorable to increase the purchase intent of customers than warmer colors like orange.
Target audience: Companies can use colors to change their corporate image and brand personality, in order to target a specific niche. This strategy has been used by companies like Victoria's Secret. It should be taken into consideration that color preferences are cultural and differentiate between sex and age. It has been proven that the same color produces different emotions across cultures. Furthermore, it should be noted that unlike men, women prefer warm colors. In addition, People change their color preferences between their childhood and adulthood.
Company Logos: They can portray meaning just through the use of color, and this is a lesson that several large companies have learned. Different colors are perceived to mean different things. This infographic from Logo Company, illustrates this point:
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