According to Entrepreneur, the psychology of color greatly impacts marketing and branding. Messages are in the colors companies use in their products, and ultimately, colors play a major role in consumer purchasing.

What is the Psychology of Color?

Colors. They are simple, yet the psychology of color is not. Color psychology explains how your brain takes in the colors it sees. As public relations and branding professionals, you have the power to change consumer decision making through the use of color. For example, yellow is associated with happiness and green symbolizes harmony. These are two colors that may cause positive emotions about your product or service in the minds of your consumers. When used correctly, color positively impacts the image of your brand.

Why is the Psychology of Color is Important for Your Brand?

Research shows the link between the psychology of color and human persuasion. Color impacts 90% of the first judgements of consumers when introduced to products and services. In fact, when an individual is first introduced to a product, they have about 90 seconds to form their first impressions. These 90 seconds determine the worthiness of your product in the mind of the consumer.

Color changes emotion and effects mood in both positive and negative ways. This is the exact reason why the psychology of color impacts your brand. By using certain colors in advertisements and products, companies are already forming the attitudes of their publics in an early stage. Brands hold the initial power of persuasion to consumers by aiming to convince them that their products are worthy of buying.

Color is important. It does have an effect on the thought process of your consumers, and this effect is huge. It is necessary to give the psychology of color just as much thought as any other element in your marketing campaigns.