In the world of marketing research there have been numerous attempts to classify customer responses to different colors:
However the truth is that color is too dependent on personal experiences to be universally translated to specific feelings. But….. there is evidence of the impact of color on perceptions. For instance, colors play a fairly substantial role in branding and purchasing.
Color & Branding & Purchasing
Results from studies such as The Interactive Effects of Colors shows that the relationship between brands & color depends on the perceived appropriateness of the color being used for the particular brand….in other words, does the color “fit” what is being sold.
The study Exciting Red and Competent Blue also confirms that purchasing intent is greatly affected by colors due to the impact they have on how a brand is perceived. This means that colors influence how customers view the “personality” of the brand in question.
When it comes to picking the “right” color, research has found that predicting consumer reaction to color appropriateness in relation to the product is far more important than the individual color itself. Psychologist and Stanford professor Jennifer Aaker conducted studies on this very topic in her study Dimensions of Brand Personality which identified five core dimensions that play a role in a brand’s personality:
Professor Aaker’s research shows that brands can sometimes cross between two traits, but they are mostly dominated by one. And additional research has shown there is a real connection between the use of colors and the customers’ perceptions of a brand’s personality.
Certain colors DO broadly align with specific traits (e.g., brown with ruggedness, purple with sophistication, and red with excitement). But nearly every academic study on colors and branding will tell you that it’s far more important for your brand’s colors to support the personality you want to portray instead of trying to align with stereotypical color associations. It’s the feeling, mood & image that your brand creates that plays a role in persuasion.
It’s important for all marketers to recognize that colors only come into play when they can be used to match a brand’s desired personality.
What is your brand’s personality? And are the colors you are using today supporting that brand personality? We hope you have found this information useful. Please LIKE and SHARE this blog…..and as always…..thank you for subscribing to EVERYTHING’S CONNECTED.