The views of this article are the perspective of the author and may not be reflective of Confessions of the Professions.
Branding And Psychology
The team of marketing professionals and advisors at DesignAdvisor have come up with an infographic outlining the major themes in the crossroads between color psychology and brand marketing. The infographic, packed with stats and case studies, will bring anyone up to date with the latest research and information out there when it comes to using color to boost sales, brand image or conversions.
A large part of the infographic outlines the broad reactions and understandings that people show when faced with a certain color. Although different colors mean different things in various cultures and to each individual, there are certain concepts and sentiments which are consistently associated with specific colors.
Take blue for example – this is a color which inspires a sense of tranquility and trust. The color blue has thus been used by many companies in industries that demand trust, such as banking or health care. Green, on the other hand, tends to be associated with nature and as such it should come as no surprise that brands wishing to establish a sustainable or nature-conscious profile opt for green when designing their marketing color scheme.
It’s not all about connotations and associations. The infographic also describes more tangible case studies and recommendations for using color to drive conversions. Apart from clear aesthetic value, color choices impact the way a customer or web user engages with a brand.
Highly contrasting colors like red are recommended for grabbing users’ attention, for instance in call to action buttons. These recommendations are backed up by case study after case study of red being used to increase conversions, with instances of increases of more than 50%!
All in all, this new infographic serves its purpose wonderfully; as concise as it gets, and packed with research-driven data, this graphic will help both beginners and old-timers in the marketing world.
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