If you have never heard of color psychology and how to best utilize it in marketing, read on!
Color psychology is the study of how colors affect perceptions and behaviors in marketing and branding. The discipline focuses on how various colors can impact consumers’ impressions of a brand—hopefully building loyalty and prompting purchases. At its core, the goal is to leverage colors to help establish a stronger and more emotional connection with your audience.
Understanding the fundamentals of color psychology is an essential tool in marketing and advertising. Color has a dynamic impact on how we think and behave and helps put content into context. Let's explore how one well-known brand uses color psychology.
What comes to mind when you think of the color green? You may think of the recycling symbol, "grass is greener", "going green", money/wealth, nature, a green light, or maybe even Starbucks.
Starbucks is a great model because they are one of the few top global brands to use green as its primary color. Traditionally, the color green has been associated with fertility and was even a color choice for wedding gowns in the fifteenth century. Today, the color green is usually utilized for its calming effect. Green is assumed to alleviate stress and help promote healing.
When Starbucks choose green as their primary color palette, they were hoping to convey a sense of growth, freshness, uniqueness and prosperity. Drawing success from coffee-growers and shops around the world, Starbuck’s green is intended to promote international peace and stability and consistency in their product. Not only does the brand use green in its logo, it also heavily uses the same color in its stores to promote relaxation, inviting customers to take a coffee break and de-stress! Learn more here.
Like with all areas of design, each individual's response is subjective. Everyone has different reactions to colors due to their various meanings across our diverse cultures, values and beliefs. However, when we examine culture at a broad level, collective meaning can emerge and lead to world-class marketing strategies!