Vadim Kotelnikov

Use Color Psychology

in Marketing and Branding

Vadim Kotelnikov, founder of 1000ventures - personal logo Vadim

Inventor Business e-Coach

Author Innoball

Founder Innompic Games icon
   

Marketing to the subconscious

 

  

 
 

Use the Right Colors

Colors generate subconscious emotional reactions and are strong emotional and memorable differentiators.  Colors should be used wisely in promotional materials and play a substantial role in branding, marketing, and selling strategies.

Right colors can evoke favorable emotions in your prospects or they can symbolize something attractive for them.

   Marketing Rainbow rapid learning course by Vadim Kotelnikov

 
   

According to the University of Loyola, Maryland, color increases brand recognition by a whopping 80%.

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.

 

  

 
 

Additional studies have revealed that our brains prefer recognizable brands, which makes color incredibly important when creating a brand identity.

Color Research & Application suggests that it is of paramount importance for new brands to specifically target logo colors that ensure differentiation from entrenched competitors.

  

 
 

Success Story

A US-based multicultural team at DuPont gained around US$45 million in new business by changing the way decorating materials are developed and marketed. The changes included new colors that team members knew, from their experience within other cultures, would appeal unconsciously and emotionally more to their overseas customers.

  

 
   

Color Intelligence

 

  

 
 

Chinese Opera Make-Up

Chinese opera facial make-up utilizes the colors of red, purple, black, white, blue, green, yellow, dark, red, gray, golden, and silver.

Each color symbolizes a unique stereotype character.

 

Six Thinking Hats

Thinking Colors

Invent and Pitch

How To Pitch Six Thinking Hats

  

 
 

Red symbolizes utter devotion and loyalty

Purple embodies fortitude and resourcefulness

Black manifests faithfulness and integrity

White implies craft

Blue represents valor and vigor

Green signifies justice and chivalry

Yellow exemplifies cruelty

  

 
 

Dark red is reserved for loyal old generals

Golden and Silver are used for Buddha, gods, ghosts, demons

  

Cultural Differences

Work-related

  

 
   

Color Intelligence

 

  

 
 

Universiti Technologi Mara, Malaysia

The logo of the University incorporates four main colors: Dark Blue, Purple, Yellow and White that symbolise the core values of UiTM... More

  

Brand

Brand Attributes

Logo

  

 

 
 

Download

   Vadim Kotelnikov author of rapid-learning courses life, thinking, creativity, entrepreneurship, innovation, business, marketing

Marketing Rainbow

 

 

 

 

  

 

Colors and the Emotions Behind Them

List of Colors With Some Emotions and Symbolizations They Can Cause

A Western View

Black – space, night, authority, luxury, prestige

Blue – sky, water, travel, freedom, truth, authority, calm

Brown – wood, comfort, strength, warmth

Green – money, safe, calm, envy, greed, go

Orange – autumn, youthfulness, fire, strength, stimulation

Pink – romantic, affection, sensuality

Purple – royalty, dignity

Red – love, excitement, passion, stop

White – purity, peace, perfection, virtue

Yellow – light, purity, understanding, cowardice, caution

Its very important to know which emotions or symbolizations will trigger your target audience to buy your product or service. The use of the right colors in your promotional materials – in your logo, marketing brochures, your product packages, or on your web site – can actually increase your sales.

For instance, if you're selling a money-making product you should use green and brown colors, as they represent money and strength, and bring out the emotion of greed and comfort respectively.

Analyze what colors your competitors use. Avoid using colors already associated with your competitor if you wish to position your product effectively in the mind of your prospects.