Color Psychology in Marketing and Branding is All About Context
Color psychology is the study of how colors affect perceptions and behaviors. In marketing and branding, color psychology is focused on how colors impact consumers’ impressions of a brand and whether or not they persuade consumers to consider specific brands or make a purchase.
The right color has the right name
Although different colors can be perceived in different ways, the descriptive names of those colors matter as well.
According to a study titled “A rose by any other name …,” when subjects were asked to evaluate products with different color names — such as makeup — fancy names were preferred far more often. For example, “mocha” was found to be significantly more likable than “brown,” despite the fact that the subjects were shown the same color.
Additional research finds that the same effect applies to a wide variety of products; consumers rated elaborately named paint colors as more pleasing to the eye than their simply named counterparts.
It has also been shown that more unusual and unique color names are preferable for everything from jelly beans to sweatshirts. For instance, crayon colors with names such as “razzmatazz” were more likely to be chosen than names such as “lemon yellow.”
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The Bath Mat Factory is starting a new line, but we need some great new color names. Please offer your suggestions.
