In our daily life we do not even notice how much attention we pay to visuals and, especially, colors. In fact, people are willing to purchase a particular product only because of its color. This is what color psychology – a study of color influence on our mood and decision-making process investigates. So, undoubtedly, this field of research has not been simply passed by marketing companies, which build their marketing strategies in a manner to affect buyers’ purchasing decisions.  A simple example is that 75% of pencils bought in the United States are yellow painted. Not just a fortuity, right? 🙂

   Obviously, when choosing a particular color, firms are able to evoke various associations about the brand in the minds of customers.   Moreover, it is also crucial to consider gender and cultural differences between people and their perceptions. That is, let’s take an example of a purple color. In Western America, it is the color of wealth and fame, while Latino Americans associate it with death and mourning.    Additionally, according to the survey conducted by Joe Hallock in 2003, most of the males (57%) and females (35%) selected the blue color as their favorite, which destroyed the generally-accepted stereotype that most women tend to prefer pink. 

Pink or bubblegum ? 

You have not probably ever thought about this, but the color names matter to our perceptions as well. the According to a study titled “A rose by any other name…,”  subjects were asked to evaluate items with various color names and, surprisingly, most of ther subjects preferred fancy names more than ordinary color names. “ Mocha”, for instance, was preferred far more than simply “brown” color. Therefore, the more unique the color name is, the more people are attracted by it. That is why, “wine” would be picked as the favorite by more people than “dark red” color. 🙂

And here are some examples of basic color associations: 

  • Red – symbolizes strong emotions, passion and appetite. Can be used to create feeling of urgency. 
  • Green – associated with health, peace and nature. Used to attract eco-friendly clients. 
  • Black  – color of elegance, authority and power. Perceived as the premium class, however, may seem overwhelming if it is used too frequently. 
  • Yellow – represents energy, cheerfulness and warmth. Known to attract infants and,therefore, is used on baby toys. Additionally, known to stimulate hunger, which is why it is used by many restaurants. 
  • Blue – color of reliability and serenity. Perfectly applicable for technology and financial institutions.  

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