Research shows that personal preferences, experiences, upbringings, cultural differences, and context muddy the effect that individual colors have on us. There have been myriad attempts to classify how people react to different individual colors:īut the truth is that color is too dependent on personal experiences to be universally translated to specific feelings. The problem with the psychology of color in marketing and branding Consider this: 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 alone.
It’s an important field of study to consider when creating marketing assets, building a new business, or rebranding an existing one. In marketing and branding, color psychology is focused on how colors impact consumers’ impressions of a brand and whether or not they persuade consumers to consider specific brands or make a purchase. But why is such a potentially colorful conversation so unwaveringly shallow? What is color psychology?Ĭolor psychology is the study of how colors affect perceptions and behaviors. These surface-level discussions leave us unequipped to make smart decisions about how to use the color spectrum to convey the right message with our marketing and branding.
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