Color Palette Marketing

What is Color Palette Marketing

Color palette marketing can be viewed as a snapshot into human psychology as color perception varies widely between everyone you meet. For example, numerous studies and polls have curated that women prefer blue, purple, green while expressing a dislike of orange, brown, and gray. For men, the preferred colors are blue, black, and green while having an opposition to brown, orange, and purple. Blue was found to be commonly preferred by both genders.

Working from the idea of color theory, color palette marketing also strongly accounts for perceptions that colors evoke among people. And while these perceptions vary from person to person across cultures, ages and other demographics, companies have found themselves blended into a family of perceptions based on the dominate color of their logo or brand.

Starting with the primary colors everyone learned about in elementary school of blue, red, and yellow, the color wheel then breaks down into secondary and tertiary colors. Secondary colors are created when combining two of the primary colors, giving us purple, green, and orange. Tertiary colors are two-name colors, such as red-orange or blue-green. All of these colors are considered pure colors, colors which have black or white added to them to produce a tint or shade.

From there, colors used by companies for brands and logos begin to utilize tints, shades, and tones. Color schemes for your website, brand, and logo can be built out of a multitude of colors beyond complementary colors.

Regardless of how simple or complex you envision the colors in your website, brand, and/or logo, keep in mind that psychology is entwined in every color.

The Psychology of Color in Marketing

At the end of the day, there are no clear cut guidelines for choosing brand colors. Keeping the context being worked with, whether a website, brand, or logo, at the forefront of color decisions is essential. Personal preference, experiences, upbringing, cultural differences, and context all factor into our perception of color. Knowing that, it shouldn’t be much of a surprise that purchasing intent is greatly affected by colors. The effect of brand perception influences how customers view the personality of any particular brand.

Being able to predict consumer reaction to the appropriateness of a chosen color is more important than the color itself. These predictions can be formed using the five dimensions of brand personality: sincerity, excitement, competence, sophistication, and ruggedness. It’s more important for the colors you want to use to support the personality you want to portray than aligning with stereotypical color associations.

How Colors Can Affect Your Website

You can have a website chocked full of great content, but the color choices you may have made months prior for your website may have the potential to negate or contradict that beautiful content. Like with the message and information in your written content, color usage throughout your website should have the aim of being used in the right way, at the right time, with the right audience, and for the right purpose.

The isolation effect is a great way to use color in your website. As your brain naturally retains information better if it stands out, using one color against a color scheme such as in a call-to-action will catch attention. But when talking or thinking about color in terms of your website, it usually is referencing scheme, headline type, borders, backgrounds, buttons, and popups.

How Colors Affect Your Brand and Logo

The numbers back up the correlation between perceptions and how people react to colors. A December 2015 Entrepreneur magazine infographic said 93 percent of purchasing judgements are made on visual perceptions. Nearly 85 percent of consumers cited color as the main reason for buying a particular product, while 80 percent think that color increases brand recognition.

With such strong numbers behind consumer perceptions, it’s no wonder so much time and energy has gone into breaking down a color based on its perceived emotional reaction. Think of the dominate color of major brands you see on a daily basis, then take a moment to think about your perception of the brand based on those colors. Do any of the following emotions come to mind?

Blue – Secure, calm, honest, strong, caring, and trustworthy.
Red – Energy, love, exciting, action, bold, and passionate.
Orange – Happy, sociable, friendly, and affordable.
Yellow – Logical, playful, optimistic, forward thinking, and confident.
Green – Growth, organic, natural, caring, fresh, and earth.
Purple – Imaginative, creative, and nostalgic.
Black – Sophistication, luxury, seductive, formal, and authority.
Multicolor – Multi-channel, positive, playful, bold, and boundless.

Elevare Provides Marketing and Branding

Branding blends all of the brainstorming, crumpled paper, and color ideas into the impactful logo and color scheme you want the world to see. From what people see on a package or marketing piece to what they envision when your company is mentioned, your brand is your message and story. We work closely with you and your team from the start to create the vision you have in mind for your company. With the help of our graphic design team, your brand will quickly spring to life on every facet of your company.


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