Do you know that the human brain uses different color shades to identify the traits of a brand and its products? Color is a powerful cue in video marketing. It is why that shade of wine might feel appropriate for a laptop, but not for a cupcake.
This human behavior is induced by color psychology. In the world of video marketing, the right color selection can help a brand stand out in the crowd and vice-versa. The target audience will know what a brand wants them to see and understand through colors.
Similarly, they will feel what their favorite brand wants them to feel. Therefore, understanding the human psychology behind colors and implementing them in marketing strategies can prove to be a masterstroke for the brands. Let us learn about the psychology of color in marketing and how it affects the target audience.
Importance of Colors in Marketing
Experts believe that colors speak a different language that can not be replicated in words. Over 85% of the consumers have admitted that the primary reason for investing in a product is its color combination.
Moreover, about 90% of the impulsive buying decisions are made solely based on the colors shown in the video ads. You see, colors have the power to make medicines more effective. For instance, drug manufacturers prefer to make blue sleeping pills and syrups red as patients associate psychologically with these colors.
Light blue gives a calming effect, and bright red gives a high energy feeling. According to psychology experts, around 42% of the users form an opinion about a product through its colors. Over 52% of the consumers have accepted that a dull color combination is the biggest turn off for them than any other factor.
Last but not least, color psychology is subjective. It is influenced by the cultural influences, personal history, and personal preferences of a buyer. Brands must make every possible effort to gel their marketing strategies with their target audiences’ cultural preferences.
Colors and Their Effects on Branding and Marketing
Colors boost brand awareness by 80%. Moreover, every marketer must understand the fact that colors play a vital role in convincing a buyer to invest in a product. Here is a list of popular colors used in video ads, their implications, and effects on the target audience:
- Blue:
Over 57% of men and 35% of women in the world love this color. Ideally considered as a masculine color, blue, has a lot more to bring to the table. It is also considered a calm, stable, refreshing, tranquil, relaxing, and peaceful color.
Using blue in a video ad will make it look more sensible and user sensitive. Marketers can use shades of blue in fitness and cosmetic videos. They can use blue to infuse a feeling of trust and protection in the buyers.
- Green:
Many communities around the world consider green as a soothing and progressive color. Brands that belong to the elite, professional, and mature group can use green in their video ads.
Why? Because green symbolizes growth, harmony, environment, good luck, health, and renewal. It is a soothing color that gives an organic feeling to the user. Many cosmetic brands prefer using green in their face masks and creams.
- Purple:
Purple is sensual, mysterious, and mystical. It is a rare color that we spot in our natural surroundings. Video ads that intend to convey luxury, royalty, magic, imagination, intrigue, and trickery should go for this color.
Jewelry brands can use this color in their exclusive collections for creating nostalgia, sophistication, royalty, and exclusivity. Purple also goes well for exquisite apparel and drape collections.
- Red:
Over 83% of the buyers consider the physical appearance of a product alone before buying it, and red can do the magic in boosting a brand’s ROI. It symbolizes love, warmth, high energy, passion, and confidence. Right from apparels, drapes to cars, consumers love different shades of red.
Red also indicates hunger. It is the reason many world-famous food chains like McDonald’s and KFC use it in their video ads. Advertisements painted in red are believed to trigger the appetite of the viewers.
- Black, White, Greys:
A video creator should think twice before using black in the video ads. Experts consider it as a double-edged sword. According to color psychology, black indicates luxury, formality, mystery, control, neutrality, power, sophistication, and elegance.
Many high-end brands use powerful and bold colors in their video ads. It is an ideal color for experimentation as it stands out from the vibrant adverts of other brands. Ad makers should use it in the right proportion and at the right time, to get the desired results.
- Orange:
It is a cheerful and friendly color that indicates vitality, humor, youth, affordability, and friendliness. Many beauty and health brands incorporate orange in their video ads to spread the warmth and energy to their users. Orange is the color that makes the brand more youthful and vivacious for its customers.
- Yellow:
Reminiscent of the sun, yellow is bright and full of energy. It is a color shade that signifies amusement, playfulness, happiness, and curiosity. Consumers love this color in video ads as it can instantly lift their mood.
Many foods and snack brands choose yellow to entice and appetite their target consumers. Moreover, more than 75% of retail brands believe that yellow is quite successful in attracting window shoppers.
- Pink:
Over 56% of men and 76% of the women prefer to go for trendy pastel color combinations in general, and pink is one of them. It is a color shade that highlights the upbeat, delicate, sweet, serene, and fun elements of a brand.
Bakery brands love this color as it attracts consumers from all the age brackets. It is the only color on earth that is both feminine and masculine.
Bottom Line
Many iconic brands have tasted success after using the right color combinations in their video marketing strategies. On the other hand, you can also find some equally successful brands that believed in their content and quality of products over anything else. Although 80% of the buying decision depends on the color palette, the remaining 20% is equally powerful.
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