How does color psychology work?

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Did you know that colors can affect our moods and emotions? It's true. Studies have shown that different colors can evoke different reactions in people.

Remember a movie where the villain is mostly dressed in black? That's because black is associated with mystery and darkness.

In marketing, it is important to understand the psychology of colors so that you can use them to your advantage. For example, if you are trying to increase lead conversions on your website, you might consider using blue instead of red.

Blue has been associated with reliability and trustworthiness, two essential qualities for developing lead magnets and converting visitors.

Red, on the other hand, is often associated with danger or excitement. While this might work well for a website that sells high-adrenaline activities like skydiving, it’s probably not the best color for a website that sells insurance.

In this post, we’ll dive into the psychology of colors and give you some tips on how to use them to increase conversions.

What is color psychology?
Before we get into the details, it’s best to make sure we’re on the same page about the concept of color psychology itself.

Before we get into the details, it’s best to make sure we’re on the same page about the concept of color psychology itself.

So, what is it?

Color psychology refers to how colors can influence our emotions and moods. It means that colors influence perceptions and behaviors.

Of course, not everyone reacts the same way to colors. And there are other factors that can influence how a person responds to a particular color. But in general, there are certain colors that have been shown to create certain reactions.

Here's a breakdown of each color and the emotion it's most commonly associated with:

Red: passion, excitement, danger
Orange: happiness, fun
Yellow: optimism, happiness
Green: healing, growth, fertility
Blue: reliability, dependability
Purple: creativity, luxury
Black: power, refinement
White: purity, cleanliness
Photo by Line25
Photo by Line25

So, now that we know what color psychology is, let's take a look at how it works. How do colors affect our emotions and moods?

Well, it all has to do with how our brain processes information. Our brain is constantly absorbing information from our environment and trying to make sense of it.

When we see a color, our brain will automatically associate it with certain emotions and concepts. Remember the iconic HAL 9000 shutdown scene in Stanley Kubrick's 2001: A Space Odyssey? The color red emphasizes how dire the situation is.

Photo from The Wire

Photo from The Wire
The same goes for websites or other marketing elements. When someone visits your website, their brain will automatically start to associate the colors they see with certain emotions and concepts.

Check out this example from the Grosse Lanterne website:

Photo by awwwards

Photo by awwwards
The colors used on his website are dominated by dark imperial blue and emerald green.

The combination of the two colors creates a clean, refreshing palette vietnam news latter and conveys a calm, confident image, which makes sense given that the Grosse Lanterne itself is a three-day music festival that takes place in the forest.

Why is color important in business marketing?
You may be wondering why you should even care about color psychology when it comes to marketing, be it offline marketing campaigns or digital marketing campaigns.

After all, if people react differently to different colors, won't your marketing efforts be just a shot in the dark?

Actually, no. Understanding color psychology can help you create more effective marketing campaigns. By choosing colors that evoke positive emotions, you can create a more positive impression of your brand.

Research shows that the correct use of color increases brand recognition by 80% . It also increases visual appeal by 93%. An additional 85% of consumers purchase because of color.