Color is a powerful element in digital advertising. Color psychology studies how different colors determine human behavior. The psychology of color is used in advertising and marketing to evoke emotional reactions. That sounds simple at first blush, but there’s a lot to unpack in that statement.
How Colors Affect Mood Digital Advertising
Have you ever noticed how colors affect mood? For instance, yellow makes many people feel happy. The color yellow is associated with the sun; hence the use of phrases such as “sunny disposition” or “the sunny side of life”.
Blue has a calming effect such as in “calm seas.” However, the color blue also evoke a different mood such as sadness, as in “got the blues” or “feeling blue.” It all depends on the context in which it’s used.
Color can elevate one preference over another when making a purchase or following a call to action. Customers may feel that one choice is right, or better, simply because of their color preferences. Color meanings, and color preferences, make a huge difference in the world.
Here are some best practices to keep in mind while choosing color: Digital Advertising
Red is a powerful color in digital ads, stimulating consumers’ minds and encouraging them to make impulse purchases.
Orange scales up the oxygen supply to the brain and stimulate mental activity.
Green represents confidence and safety, reassuring buyers that they’re making the right, safe choice.
Blue has a calming effect in consumer’s as well as varied connotations including smoothness, cleanliness, and nature.
Yellow encourages consumers to see a product as conjuring playfulness and youth.
Black color defines with luxury, attitude, and power.
Now wonder why we see so many sharp and colorful ads?
E.g. Blue in Marketing: Honda and American Express Digital Advertising
Honda’s brand is all about reliability. Honda is a trusted name (another strong blue suggestion) to run for 200,000 miles or more. American Express uses the color blue to impart feelings of security and stability. These are two of the most important aspects of trusting a company with your money and credit.
Blue is common in social media logos more than any other color. One study suggests several reasons for this. Blue tested as the color of intelligence, communication, and trust. It is also the color most associated with communication in color schemes.
Colors have the mood, meaning and driving emotion. Embed them wisely in Digital Advertising.