An Emotional Connection: How Color Influences Your Marketing

Perhaps one of the most common, and simple, icebreaker questions to ask someone upon meeting them is, “What’s your favorite color?”

It’s a seemingly irrelevant question, something meant to find common ground, yet color influences more than what we believe on a surface level. Psychologically, color has the power to alter our emotions and impact the way we perceive the world, and companies, around us.

Marketers have known for a while now how color taps into the psychological state of consumers. Every color is associated with an emotion, meaning the visual aspects of a company’s image was not something decided upon randomly. Every company you interact with has a specific color it uses to help consumers identify it, and that color was chosen specifically to create an emotional connect to the product or service.

Take a moment to recall engaging with a company that is offering a sale. Frequently, the chosen color to market the word “SALE” is in red. This color has been found to increase the heart-rate, because it is often associated with passion and a sense of urgency.

Through the use of a color that signals urgency, combined with the word “SALE,” a customer is suddenly struck with the idea that there is very little time to acquire the discounted item, and they are inspired to take action before it is too late.

The process is similar no matter the color: green is associated with health; blue is associated with trust; yellow is associated with cheerfulness. What matters is how the color is used to engage customers with what the company is trying to achieve.

If color has the power to influence our perception of the world, then it is of the utmost importance that companies understand its abilities. Whether you are solidifying your company’s visual identity, or brainstorming a new marketing strategy to promote a new product, be sure to consider the color you’ll use to achieve your goal – it can break more than just ice.

Devin Yasi