This isn't the first time we've covered the effect of color and the psychology behind it. It is, however, the first time we publish this interesting infographic by Carey Jolliffe, boutique design collective based in Denver, Colorado. It probes even deeper into the meaning of each color - "one of the most powerful tools a designer can wield" - and how it affects us, inspires us and lets us in to the story that is each brand.
When it comes to brand building, there is more to color than meets the eye.
According to Webpagefx's article and infographic, "Psychology of Color: the meaning behind what we see", powerful psychological cues are triggered when we view different colors. Colors evoke emotions, moods and feelings. Nearly 85% of consumers name color as the primary reason that they purchase a particular product. 93% look at visual appearance when they buy a product and color improves comprehension, learning and readability. By analyzing how colors psychologically impact others, you can make branding and advertisement decisions that will allow you to reach your targeted audiences on a whole new level.
Bevil Conway, artist and neuroscientist, believes that certain hues may trigger and serve as channels to understanding the neural properties of emotion, making the science behind color a very powerful - and underdeveloped - craft.
Color can affect psychologically as well as physiologically. The way people interact with brands depends a great deal on its colors - all throughout its logo, packaging, ads, website - you name it. In this short documentary, PBS delves into the theory of color - how it impacts us and changes the way we react to things.
"It intersects the worlds of art, psychology, culture, and more, creating meaning and influencing behavior every step of the way. Most fascinating are the choices we make, both subconsciously and consciously, to use color to impact each other and reflect our internal states." (An excerpt of the video description on Youtube.)
How does brand recognition, desire and impulse relate to color? How much does a particular tone affect the way people behave towards our products? As mentioned in Could this be the future of retail therapy?, image is an essential ingredient that acts as a catalyst working towards or against you. “Consider that more than half of purchases are based on emotions, especially when a client is unsure and must choose between two brands.” The way you act and ultimate behave will be greatly influenced by your experience in that precise moment and how a brand’s delivery conquers all of your senses.
Through this infographic, the folks of KISSmetrics shed some light on the impact of visuals and how it affects our impulses. Words, design and time play an important role in the way we perceive everything.