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October 5, 2016 12:00 pm GMT

The Psychology of Colors in Marketing and Branding

The psychology of colors and their effect is one of the most interesting and controversial aspects of marketing. The depth of the analysis has always been a problem. Color theory is a very complex topic with many nuances. Unfortunately, the quite popular infographics on the topic don’t go into detail as much as they should. Today, we’ll try to work out this difficult subject. Common Misconceptions About the Effects of Colors Science has shown that personal preferences, experience, parenting, and cultural differences can affect the way we perceive colors. Thus, the idea to trigger certain emotions with certain colors is not reliable in practice. Nonetheless, there is a lot to learn about colors and their effects. We also need to test if we want to accept that nothing is guaranteed and that there are no precise answers. The Important Meaning of Colors in Branding First, let’s take a look at branding, and color perception in connection with the design of brands. Plenty of studies attempted to classify the consumer reactions on different colors: The truth is, that the effect of colors is too dependant on personal experience, making it impossible to assign individual emotions to one color. However, there are […]

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