Color psychology for business: colors in the purchasing decision

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Research shows that proper use of color increases brand recognition by 80% . It also elevates visual appeal by 93%. Another 85% of consumers make purchases because of color.

However, the truth is that color is too dependent on personal experiences to be universally translated into specific feelings.

However, there are broader messaging loan officer email list patterns to be found in color perceptions.

In a study titled “Impact of Color on Marketing ,” researchers found that up to 90% of snap judgments made about products can be based on color, depending on the product.

Regarding the role of color in branding, the results of another study show that the relationship between brands and color depends on the perception of appropriateness used for the particular brand.

Another study titled “Exciting Red and Competent Blue” also confirms that purchase intention is greatly affected by colors due to their effect on how a brand is perceived.

Colours and personality: how colour psychology works
Colors influence how customers view the “ personality ” of the brand in question.

Additional studies have revealed that our brains prefer immediately recognizable brands , making color an important element when creating a brand identity.

psychology of color

One magazine article even suggests that it is important for new brands to choose colors that ensure differentiation from competitors.

When it comes to choosing the “right” color, research has found that predicting consumer reaction to color suitability is far more important than the individual color.

Psychologist and Stanford professor Jennifer Aaker has conducted studies on this very topic and her article titled “Dimensions of Brand Personality” points out five key dimensions that play a role in a brand’s personality.

Brands can sometimes cross between two traits, but are mostly dominated by one.

Certain colors broadly align with specific traits (e.g., brown with roughness, purple with sophistication, and red with excitement).

However, almost every academic study on colors and brands will tell you that it is far more important for colors to support the personality you want to represent rather than trying to align with stereotypical color associations.

Color trends among men and women
One of the most interesting studies on this topic is Joe Hallock’s work on “Color Assignment” .

Hallock's data shows some clear preferences for certain colors across gender (most of his respondents were from Western societies).

The most notable points in his images are the supremacy of blue across both sexes and the disparity between groups in purple.

It is important to note that one's environment , and especially cultural perception , play a significant role in dictating the appropriateness of color for gender, which in turn can influence individual decisions.

Further research in studies on color perception and color preferences shows that when it comes to shades, tints and tones, men generally prefer bold colors while women prefer softer colors.

Furthermore, men were more likely to select shades of colors as their favorites (colors with black), while women were more receptive to tints of colors (colors with white added).