The world of marketing and branding is colorful, but the decision behind the colors chosen is far more than a purely aesthetic consideration. This blog post is about the psychology of color in the context of marketing and branding. Colors are used as a strategic tool in this context.
This topic plays a crucial role in the context of my work, as the conscious choice of colors not only influences the perception of products or services, but also shapes the emotional connection between brand and consumer. A deep understanding of color psychology enables me to make targeted decisions in the design of brand identities and to better understand resonance points in the target group.
Color perception is subjective, but studies show that there are broader patterns. The study „Influence of Color on Marketing“ found that up to 90% of product reviews are strongly influenced by color, depending on the category. The relationship between brands and color depends on perceived appropriateness. Research such as „Exciting Red and Competent Blue“ confirms that colors influence purchase intent and shape the perceived personality of a brand. Research emphasizes that predicting the consumer’s reaction to color accuracy is more important than selecting the individual color itself to create targeted emotions and associations.
5 dimensions of brand personality:
Jennifer Aaker, psychologist and Stanford professor, identified five core dimensions in her study. These dimensions play a decisive role in shaping the personality of a brand.
Image source: https://www.bee.digital/blog/die-psychologie-der-farbe-im-marketing-und-branding
Brands can overlap between two characteristics, but are usually dominated by one. Colors are often associated with certain traits, yet academic studies emphasize that it is more important for colors to support the desired personality of the brand rather than to align with stereotypical associations.
Color trends for men and women:
An interesting study on this topic is Joe Hallock’s work on „color mapping.“ His data shows clear preferences for certain colors across both genders, with blue standing out in particular, and there are differences in the groups for the color purple. Individual decisions about color preferences are strongly influenced by one’s environment and cultural perceptions.
Favorite colors of men and women:
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The least favorite colors of men and women:
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Additional research in color perception and color preference studies suggests that men tend to prefer bold colors, while women like softer colors. Men also tend to prefer hues, while women are more receptive to hues.
Works Cited for the entire article:
Fürst, Christina. “Die Psychologie Der Farbe Im Marketing Und Branding.” Www.bee.digital, 2 Apr. 2019, www.bee.digital/blog/die-psychologie-der-farbe-im-marketing-und-branding. Accessed 9 Jan. 2024.
