Human beings are extremely visual creatures. We use our eyes to perceive everything around us—what we wear, what we eat, what we do, and what we buy. Color is the most influential aspect of our visual perception. In fact, 85% of customers place color as a primary reason for why they buy a particular product. It’s necessary to use color methodically in marketing to induce certain thoughts or feelings in consumers. By understanding and utilizing the psychology behind colors, you can greatly increase your brand’s awareness. Here are the main colors to consider and the meanings behind them.

1. Red
The color red stimulates feelings of urgency, which is why red is used for sales and clearance events. Along with urgency, red is a bold and exciting color. McDonald’s is famously known for using red in their color scheme, because red makes consumers excited about eating there. Target also uses the color red to urge people to shop with them.

2. Blue
Blue is an emotional color and brings forth feelings of trust and dependability. It’s popularly used in social media logos such as LinkedIn, Twitter, and Facebook, because these platforms allow people to connect with other.  Blue is commonly used for insurance companies and banks as well. Consider using this color if your brand focuses on human connections or relationships.

3. Green
Nature and health are often associated with the color green. It’s simultaneously powerful and tranquil. Brands such as Whole Foods, Animal Planet, and John Deere use various shades of green as their primary color, because these companies either stand for wellness (think all the organic grocery items at Whole Foods) or the environment. The active term for being environmentally friendly is, “Go Green,” because of the psychology behind this color.

4. Orange and Yellow
Orange and yellow go together because they both induce feelings of friendship and happiness. Businesses that use orange and yellow easily catch the eye. McDonald’s uses yellow to complement the red in order to conjure both excitement and happiness. Orange is commonly used to appeal to children, because it invokes friendly feelings. Both Nickelodeon and Fanta use it as their main brand color.

5. Black and White
Black and white are often used together in brand marketing to represent authority and balance. Because black and white are the extreme opposites on the color wheel, together they represent balance and power. Popular sports brands Adidas and Puma both have black and white color schemes, which represents the equilibrium that athletes must maintain.

When choosing a color palette for your brand, consider using complementary colors that will represent two associated messages that your brand wants to send. According to a study called The Impact of Color in Marketing, 90% of snap judgments made about products can be based on color alone. Contrasting colors grab the attention of consumers and help them to make a more positive judgment by focusing on the product or service displayed.

Here at Harmon Group, we are experts on using color psychology in marketing. We can help decide which colors will best embody your brand as a whole. Contact us today to get started creating a customized logo or color that will help you stand out and be remembered