The sense of sight is a very powerful tool. But, did you know that you can help influence your customers in purchasing certain items just based on the items color? Color does in fact play a huge role in marketing. This is all based on how your client perceives the color, and what statement your client is looking to make when it comes to purchasing your product.
Color is more than a physical attribute to an object. Our mental psyche not only perceives colors, but also directly correlates them to our emotions. Color can be used, and is used in everyday life to excite, persuade, and even encourage. In fact, anytime color is used in advertizing, the percentage of making the item memorable is 100%, as compared to a black and white ad. On the flip side, color can also be associated with negative messages or feelings. This is why color deserves a serious
examination when trying to brand a company through a logo or product.
In the marketing aspect of things, aesthetics is always a factor that needs to be considered. How something looks may determine whether or not the sale will be made. In general, the population’s first instinct on buying items they may not consider as necessities is based on its look. Color is actually the first thing that a buyer mentally registers. The use of color therefore must be the first and foremost frontrunner to decipher when trying to promote an item for sale. The second consideration should be which target audience you are trying to sell to.
Here are a few examples:
Darker colors appeal to the male gender.
Pastels and Neutral Colors appeal to the upper scale clientele.
Primary colors appeal to children the best.
There is a ton of research available on this topic. So, here is a brief explanation on the 10 most basic colors.
The effect of the color Black:
Positives: Black is directly associated with intelligence. It is a very strong and domineering color showing both power and authority. Black also have the visual effect of making things appear smaller or thinner.
Negatives: Black has been mainstreamed as a color denoting ill will or immorality. The color black is also accepted as the signifier of loss or grieving. When used to an extreme, black can quickly overwhelm.
The effect of the color Blue:
Positives: This color is by far selected as one of the most loved and favorites. Certain shades of blue even promote the production of calming chemicals in our bodies. It is an excellent choice selection for bedrooms and bedroom decor due to the fact that blue evokes rest and serenity. When darker blues are used, there is an unspoken feel of comfort. Blue denotes
loyalty and wisdom. Blue will keep us focused and dedicated to the task at hand. There have even been studies proving that productivity is always increased when blue is the dominant hue of the surroundings.
Negatives: Blue can have a chilling effect on our emotions. Blue can be perceived as indifferent and detached.
The effect of the color Brown:
Positives: This is the color of friendship. Brown shows reliability and durability. This is considered one of the best colors to
use when trying to denote an item as being natural or organic. Brown denotes a sense of strength. The color brown is a standard in many homes and decors because of the feeling of security it provides.
Negatives: Over using the color brown can create sad feelings. This is because brown also signifies isolation and loneliness.
The effect of the color Gray:
Positives: The color gray signifies timelessness. Gray is also considered a standard for showing practicality. There is an
association that people put with the color gray of stones or rocks; which then leads to gray signifying that it is solid. Anytime you want to add this notion to any of your items, a touch a gray color will exemplify this without saying a word.
Negatives: Due to the nature of the color, it is often seen as a color that reflects being on the fence or undecided. Items that contain an abundance of gray leaves people feeling unsure about it. Gray can also be mentally tied to elderliness and depression.
The effect of the color Green:
Positives: Green is really one of the most pleasing colors to all of the senses, we perceive this color as nurturing. This is due to the notion that many people inherently relate the color green to nature; being of the earth. Of all of the colors, green is said to be the most healing. Various shades of green are also directly mentally correlated to money and production. From the lighter spectrum of green, there is a calming effect. The standard green is associated to luck. The color green is also associated with fruitfulness.
Negatives: Green can be viewed as a symbol of naïveness and inexperience. Green also is used to denote envy.
The effect of the color Orange:
Positives: If you are looking for a color to show excitement or playfulness, orange will create this. Orange is boisterous, loud, and full of energy. Orange also relates the notion of aspiration. There is a feeling of warmth and happiness when this color is used. This hue can also be used to signify a product is organic.
Negatives: Avoid using the color orange in environments where people need to stay on task and focused. Having bright orange products or items in a room like this will prevent productive activity since the color orange is seen as a show stealer.
The effect of the color Purple:
Positives: This color is quickly picking up the favorite color vote with young girls. Royalty and wisdom are the first thoughts that are associated with the color purple. Due to that notion, the next onslaught of adjectives that describe this color are rich, cultured, and prosperous. Purple is a great color choice when trying to stimulate brain activity for problem solving.
If you would like to add a mysterious element to an object, trace amounts of purple will allow for this. Using this color makes the statement of being special and unique. This color screams “notice me”.
Negatives: Over use of the color purple can be seen as denoting superficialness.
The effect of the color Red:
Positives: Red is the first color that the human eye sees. It is a confident color that denotes power. This primary color symbolizes energy. Bursts of red denote enthusiasm. If you are looking to drawl attention to a product, red is the ticket. Red is the symbol color for life and love. Wearing elements of red, or having red items around you can boost your self esteem.
Negatives: Red is one color that you do not want to over use. Too much red can cause confusion for the mind, because everything is fighting to be the focus. Medically speaking, when a person is in an environment that is predominately red in color, their heart beats per minute increase, and they can also have issues trying to catch their breath. Also, too much red can be intimidating.
The effect of the color White:
Positives: White is the color that best describes purity. This absent of colors hue also denotes creativity and imagination. If you are looking to add a feel of cleanliness and safety to a product, white is your best bet. White is also viewed as a fresh outlooks, new beginnings, and limitless opportunities.
Negatives: Too much white can give off a feeling of emptiness. There is also an unfriendly coldness about white that some people find unwelcoming in products.
The effect of the color Yellow:
Positives: Almost everything optimistic and uplifting is associated to the color yellow. Fun, happiness, cheerfulness, sunshine, and warmth are just a few words to describe its effect on humans. All things happy somehow relate to this color because when we see yellow, our brains actually release an increased level of serotonin. This is the feel good color that also opens up and increases our creativity. The color yellow also has the potential to speed up of metabolism levels. Shades of golden yellow are perceived as an unspoken promise to greater, prosperous things.
Negatives: When yellow is used in abundance, it has the capability to enrage tempers. Certain shades of yellow can be related to cowardice or fear.
All of Natures Garden’s fragrance oils have a color suggestion given. In order to help everyone find that perfect fragrance oil and color, here is the link to the Fragrance By Color promo. All of the fragrances are broken into color categories. So, if you are looking to fill a certain color quota for your product line, check out the fragrance oils Natures Garden has to offer. It is time to get creative…
Fragrance & Fun for Everyone
Inspire, Create, and Dominate!
(Corporate Manager of
Natures Garden Candle Supplies)