What Does Color Mean, and How Does it Affect your Materials
Color makes documents stand out, accelerates learning, and gets results. Color can cause us to have a strong physical reaction, influencing our everyday decisions and creating the ability to quickly differentiate between objects. While the effect of color will vary from individual to individual based on past experiences, the effect it has on us is undeniable. A study titled “Impact of Color in Marketing,” found that up to 90% of snap judgments made about products can be based on color alone. Additional studies have shown that we prefer and even prioritize certain brands over others solely based on color. The Journal of Sensory Studies, states that, “consumer appropriateness in relation to the product is far more important than the individual color itself.” In more basic terms, this means that the color itself is not important, but its relation to the product is crucial. Based on this, the study suggests that “if Harley owners buy the product in order to feel rugged, you could assume that the pink + glitter edition wouldn’t sell all that well.”In addition to the implied effect of individual colors, the target audience’s sex also needs to be considered. With large differences in color preference between males and females, an additional layer of complexity is added when looking into the effects of color. Interestingly, favorite and least favorite colors for both groups remain somewhat consistent with the exception of purple representing 23% of women’s favorite color and 0% of males.
Read on here for a breakdown of individual colors and a wonderful infographic on the Psychology of Colors in Marketing.
For more information on the psychology of color, you can read on here.
Learn from the experts at HP how color will impact your response rates, action, and revenue in marketing materials.