Colours play a very important psychological role. In advertising and marketing , they are used to reassure, stimulate,
sell and call consumers to action.
In this way, the primary objective of colours in advertising is to awaken sensations, exerting attraction
and influencing purchasing decisions.
It is important to remember that advertising does not make sales directly, but rather seeks to create a stimulus for the
customer to access the product or service effectively.
To create a campaign appropriate to a client’s objectives, the advertising agency must undertake a comprehensive study
of the images, messages and colours that should be used.
How do colors influence advertising?
The relationship between colors and humanity follows spain telegram data a continuous development.
This happens because, even before studies were conducted to prove the power of colors on human behavior, each tone
was already responsible for guiding our emotions in one way or another.
Over the centuries, this relationship has become even stronger to the point that scholars have come to
the conclusion that it is possible to use colors in advertising and obtain better results in marketing campaigns.
By using the right colors , it is possible to convey a message more effectively. These colors can even lead consumers to
complete or desist from a purchase.
Colours and consumption: the importance of colours in advertising
By using colors to spark interest and even enhance abby cueva senior project manager specific sensations in their
audience, brands realized that they were able to communicate with consumers simply by using a certain tone.
In other words, the dialogue between company and consumer was optimized by considering it important that the visual
identity had certain colors.
So don’t be surprised if you love an ad campaign because of its use of certain colors and images. It was all chosen on
purpose!
It is likely that, at some point, you have experienced an almost uncontrollable desire to buy a product of a certain color.
It is even perfectly understandable that you felt joy when you saw a brand logo . That is justified by the aspects
discussed so far! And we have to congratulate the brand that achieved that result.
What is the meaning of colors in advertising?
This study, known as color psychology , opens the cob directory minds of managers to a universe of new possibilities, mainly in terms of sales.
As we said before, colors can affect our emotions and mood . That is, we can trigger a specific feeling just by presenting images with certain colors.
This is essential considering that most consumers believe that colors are more important than other attributes in a product .
This aspect also becomes even more attractive and fundamental when we understand that, with few exceptions, a large part of people observe the visual aspect of the products before making a purchase.
Pay attention to the meaning of each color and use this information in your visual identity strategy and advertising campaigns:
Red
Red is one of the most used colors in brands in the gastronomic segment and its purpose is to stimulate appetite.
The color red motivates, it is considered one of the colors that awaken joy, passion, courage, warmth.
It also creates a sense of urgency, which is why it is so commonly used in promotional and discount posters.
In content marketing , this color can be used in CTAs , as studies indicate that it significantly increases the conversion rate.
Apart from being used by this market sector, red is also used to stimulate feelings of anger or a sense of danger.
Green
This is the color of hope, nature, health, cleanliness. It also transmits youth, abundance and growth.
In negative terms, it connotes guilt and boredom. As you can see, this color is quite versatile and the result offered is related to the objectives of the advertising action.
Yellow
Yellow conveys joy, warmth, tenderness, prudence and kindness. It is also ideal for brands that wish to stimulate wealth and prosperity – what is the colour of gold?
Yellow is also used in stores because it helps to catch the attention of customers.
Orange
The color orange provides the feeling of abundance, vitality, proximity, hunger. It is an excellent color to attract attention. In digital marketing strategies , it is used for CTAs with calls for immediate purchase, for example.
Pink
Pink represents tenderness, naivety, romance.
Blue
Blue conveys serenity, security, truth, coldness. It is also the ideal color to stimulate trust, harmony and freedom.
It is frequently used in corporate business, since it is productive and non-invasive.
Violet
This color is the visual translation of spirituality, mystery, creativity, nobility. Following its negative connotation, it can indicate sadness.
White
What color is the dove that symbolizes peace? White! This color offers tranquility, happiness, plenitude, peace, purity. It can also convey innocence and pride.
Black
A multi-faceted colour, this is black. In advertising, it is interesting to relate it with wealth, respect and exclusivity, and it is also related to luxury.
But, we must remember that black follows a negative perspective indicating adverse feelings, death, existential emptiness.
Now do you understand why it is so necessary to do a prior study of your audience and know how to choose the colors?
It is extremely important that you think carefully about what message you want to convey and what colors are best to represent it.
Once chosen incorrectly, your message can convey a distorted image. Just what you want to avoid, right?