- Alex Morrison
- April 18, 2019
- 0 Comment
This week, we’re focusing on the psychology of sales and marketing, and the psychology of color is such a major component that it really deserves its own special blog post.
So we all know that color influences things. It affects how people feel, what actions they are more likely to take, and even how much money they are willing to part with. Whether we’re talking about the ambiance at your favorite restaurant or the colors on your website, it’s all coming from the same place. But have you ever accounted for this with your social media marketing?
If you play your cards right, you can use color in social media to influence people — without them even realizing it. Psychology is the study of the human mind, and countless experts have invested into researching how color affects the human mind, often without us even realizing it.
What do different colors mean?
The best place to start when it comes to understanding the psychology of colors would be with color theory. I can’t delve into that here, but Wikipedia does a great job at explaining it in detail. Color theory doesn’t get into how people behave based on specific types of media, but it clearly demonstrates how people behave and react in response to specific colors and their combinations.
For example, here are some feelings and sentiments that are evoked by certain colors:
Red = love, war, importance, caution, attention, dominance, power, and durability.
Orange = playful, excitement, energy, impulse, health, vitality, youth, and cheap.
Yellow = happiness, warning, antiquity, friendly, and energetic.
Green = natural, stable, prosperous, environment, outdoors, organic, natural, and financial safety.
Blue = trustworthy, inviting, calmness, serenity, refreshing, energizing, secure, and professional.
Purple = romance, luxury, mystery, royalty, high-end, spring, creativity, sensuality, and elegance.
As you can see just from the short list above, colors are powerful and impactful. They have the ability to evoke certain feelings that the person is completely unaware of, and smart businesses are taking color theory and consumer psychology into account when branding and marketing.
A great example of this is the Microsoft logo:
Their use of red, green, blue and yellow paints a likely picture that they were hoping to cause their customers to have feelings of trustworthiness, professionalism, durability, financial security, and happiness. What more could a powerhouse like these guys want to demonstrate?
Using color to influence on social media
Essentially, an understanding of how to optimize color theory should enable you to choose colors that will compel people to act. Whether it’s a CTA on your website, your copy, marketing messages, or even a link, the colors you choose will have a big impact on how the consumer behaves.
But when it comes to your social media, it can get a bit more difficult to maintain a consistent and controlled color-scheme because there’s just so many different things happening simultaneously. You’re posting your blogs, promoting your products, sharing customer stories, and running contests. How can you use the right colors?
Let’s continue with our example of Microsoft because they are absolutely killing it with staying true to their brand colors on Pinterest. If you look at their boards, you can consistently see the same color palettes being used, even though each image is totally different.
So when you’re planning for your social media posts, ensure that staying aligned with your brand colors is top of mind — that’s assuming the proper research went into creating your brand in the first place. If it didn’t, now is the time to take a step back and really put some thought (and data) into the face that you’re showing to the world. If you want your brand to mean something, make sure your color choices stand for something and create the feelings your company wants to be aligned with. Once you’re sure your brand colors are on point, start building those into your social strategy to ensure you’re giving the world a cohesive branding experience.