How Personal Factors Influence the Psychology of Color
The psychology of color suggests general guidelines for the ways that various hues and shades influence consumer behavior. However, a number of factors may also influence the way that individuals perceive and react to color, and marketers should be aware of how they may impact the way consumers respond to color.
Studies have shown that gender tends to have a measurable impact on the psychology of color. For instance, both men and women may prefer blue over all other colors, but men have the strongest preference for this hue. Along the same lines, both men and women tend to prefer cool colors like blue and green, but women demonstrate a much stronger preference for this color family.
Many of these nuances may be based in science, as women perceive more colors and have a greater awareness of differences among colors than men do. These differences in perception and preference should inform marketers’ use of color psychology.
Marketers may be eager to apply theories of color psychology to campaigns that span multiple countries or even the entire globe. However, consumers in different nations are likely to experience and react to color differently. While North American consumers may typically view yellow as optimistic and purple as soothing, shoppers in different regions may have entirely different perceptions of these hues.
To ensure that their campaigns have the desired effect, global marketers may consider conducting local studies. This may help them gain a better understanding of how the psychology of color affects their target audiences.
How Color Can Impact Branding
While many marketing experts have attempted to distill colors down to a few basic properties or perceptions, psychology can help businesses develop a deeper understanding of the implications of color choice. For instance, it is important to know that green does not always translate to growth and red does not always mean excitement. However, even if one particular color cannot always convey a specific message, several studies have revealed that color is essential to branding.
For instance, a study published in the journal Management Decision supports the theory that color is critical for conveying information. The study says that people make decisions within 90 seconds of their first impression of a product, and color alone contributes up to 90 percent of the information that forms the decision. This suggests that marketers must understand how the colors they use affect consumers’ ability to differentiate products and identify brands.
A study published in the journal Marketing Theory demonstrates how important the psychology of color is to branding, revealing that many consumers assess how appropriate a color is to a brand when making a decision. When consumers perceive a color to be incongruous with a brand, they may not respond to it as positively as they would to a color that they believed to be more appropriate to the brand’s message. In fact, appropriateness might be the most important factor for consumers when evaluating a brand’s use of color. So, marketers should be well aware of their desired brand perception, and whether the colors they use align with it.