The psychological power of colors to seduce your target audience

When we stumble across an add, scroll on the web or decide on which product to buy in the supermarket, we might not think much of the colors that are used. However; colors have a great psychological impact on our feelings and decisions, so it is incredibly important to choose colors wisely when designing something, in order to guarantee its success. In the following article I will enlighten you about what emotions different colors makes us feel and how to use this information in your advantage as a marketeer, while choosing the right color for your product and to trick your target audience into conversion!

What different colors make us feel
Like I said before colors have a great impact when it comes to feelings and decisions. Using the wrong color for your product can ruin a great idea, while choosing a color that supports the feeling you want to convey with your product, can optimize its success. But how do these colors influence our feelings? I will talk about some of the most important and distinct colors. 

The color of passion, love and blood. Red is an energetic color that causes people to feel strong emotions, it’s associated with passion and love for a reason! The color also has a great impact on the physical body, for example; It causes to increases heartrate and appetite. Because of this, red is an amazing color to use for restaurants. Just think of your favorite fast food joint. McDonalds (before the switched to green), Burger King and KFC all use red as their main color. Besides this, red is also the color to use when you want to attract impulsive buyers. By using red you are addressing the urgency of the matter, so when having a clearance sale; red is your color to go! 

The color of the sky and the sea, blue is a color that is well liked by most people. It’s highly associated with peace, tranquility and trust. Maybe because it’s a color that has been around since the beginning of time, we have grown familiar with it. It’s a color we admire and enjoy; blue skies when the weather is nice and refreshing seawater on a summer day. In short, blue is a color that represents trust and security, because of this reason many banks, and serious businesses choose to implement blue in their color palette. Blue also increases productivity, why it’s a color often seen in offices. Oh, and by the way; blue decreases appetite, so it might not be the best to use this when selling food products, water on the other hand. 

The color of nature. Green is a color often associated with health and tranquility, but it also symbolizes money and wealth. Just like the color blue, green is a natural color we are very familiar with. We feel calm and soothed when we are surrounded by green and shops use this knowledge by implementing green in their (online) stores, to make their customers feel like they can unwind. In addition, green is also easy to process for our eyes, which makes it ideal for web design.

The color of the sun and the light. Yellow is a warm color that represents optimism and youthfulness. Yellow is a very effective color for grabbing a window shopper’s attention, so when you have a physical store, this a great color to use. It can be a bit straining to the eyes, so it might not be a good idea to choose yellow as your main color when designing a website. After all you want them to stay on your website as long as possible

The color of warmth and arousal. When using orange in your corporate identity, you are positioning yourself as a friendly, cheerful and confident brand. Orange is, just like the color red, an effective color to attract impulsive buyers. This is because the feelings that are felt when we see the color orange, are arousal and enthusiasm. So, if you want your target audience to buy, sell or subscribe; orange is a perfect color for a call to action-button. 

The conclusion, there is not one clear solution when it comes to choosing the right colors for your corporate identity, product or website. It’s about the context, what feeling do you want to transfer? When you’ve determined this, you can choose the color that has the most potential for supporting your goals. 

Thank you for reading this article, I hope to have enlightened you about different colors and how to optimally use them for the goals you want to reach. I also hope to have given you more insights about what colors are right for your product design. Did you like this article? Please share it with your colleagues. Have you seen a mistake, or do you have a question? Please don’t hesitate to ask and let me know by commenting below. 

Hoe kleur van invloed kan zijn op je merk. (2020, 29 april). Traffic Today.
Kleurenmarketing: Welke kleur moet je kiezen? (2017, 25 september). TTM Communicatie.
Mediapsychologie Archives. (z.d.). Wouter Kleinsman.
N. (2020, 3 september). Psychologie van kleur in marketing. Natascha Bauwens.

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