The short answer is yes, colors can and do have an effect on human behavior. This has been clearly demonstrated in many different studies. For example, color is the most important tool humans have for determining the edibility of food, at least from a biological point of view.
Bread sells better if it is wrapped in packaging that makes it appear more golden brown – making it appear fresher or better cooked. People describe and evaluate the taste of certain foods on the basis of their color; For example, a cherry-flavored green drink may be described as “lemon” by a disproportionate amount of participants.
When it comes to how colors affect mood and human decision-making, however, the science is much more complicated.
Although it is commonly said that blue is associated with calmness and red is associated with enthusiasm, it is not clear how deep or specific these effects are, or whether social culture is responsible for their effects.
If we claim that “blue is cool” for a long time, then we may actually see a change in how the general public perceives blue simply because of popular belief.
This idea is bolstered by the fact that different cultures view colors in different ways. Much of this depends on how we describe color in language, and the words we use to describe the different colors.
Different cultures have different selections of words to describe the same spectrum of colours, resulting in different perceptions concerning the colors and associations of colours.
In studies that follow this phenomenon, a simple theory emerges. When people describe colors as having positive qualities, such as “clean” or “cool” and/or when they like those colors thematically, they are more likely to associate those colors with the things they portray. Chances are – for example,
if you prefer the color blue, you’ll be more likely to buy a blue product at the store (or, more related to the topic, click the blue button).
So what does this mean for our discussion of color psychology in the world of digital marketing?
Basically, while it is clear that color can have a measurable effect on human thought processes, feelings and actions, science is not definitive.
The color effect is the result of both biological and socio-cultural factors, and perception of a single color can differ among people from different backgrounds.
Branding and Consistency
There is one area of digital marketing where color choice is very important, at least to an extent: branding. Your company’s brand serves several important purposes. It is designed to mark and concisely define your brand. It’s about to become more familiar and recognizable over time. And it is responsible for creating the first impression of the people of your company at the same time.
Because of this, choosing colors that are associated with your company is one of the most important marketing decisions you are going to face. Do you want colors that will make your target audience feel calm and comfortable?
Or the colors that inspire and energize them? Do you want extreme contrast colors that create a loud and unique combination or a set of colors that almost blend together?
There’s no right or wrong answer here, but you’ll need to understand how your target audience feels about different colors, the key features you want to associate with your brand, and other factors before making a final decision. .
Once you’ve decided on the colors you want to most closely associate with your brand, you can use them to incorporate more into your website, your landing pages, and even your other marketing materials. can work for.
While these strongly branded colors may not have much impact on consumer behavior in the early stages of your company’s growth, they will provide people with a more consistent and familiar experience as you progress. As people become more used to these colors, they will be more persuasive by your message.
role of contrast
Some studies show that people’s landing pages with (or convert) if the call-to-action (CTA) is a specific color (for example, red is more likely to convert than green).
There is naturally a greater chance of joining. But other studies cast doubt on these claims, finding that exact color had almost no statistical effect on conversion rates.
However, there is one important principle that seems clear: extreme contrast affects color association. This concept should be simple. If there’s a light green button on a slightly dark green background,
you might not see the button at all – and if you do, you might not find it very important. but if there is