Psychological and sociological theories explain much of we do as human beings. The MHB program aims to not only understand these often-subconscious behaviors, but also capitalize on them. Color psychology is a field in which we as marketers, advertisers, and future men and women of business, can directly apply to our own strategies. Research has shown that colors, and the connotations they imply, have the power to modify the physiological and mental status of any given individual.
A study by Wohlfarth and Sam found that both blood pressure and hostile behavior may be changed by altering the light spectrum within an individual’s surroundings. First and perhaps most importantly, one must take an inventory of the product or brand they want to market. What type of impressions do you want the public to associate with your brand? Let’s examine this theory further by applying it to brands we already know:
Yellow is the color of hope and imagination. Bright yellows represent sunshine, joy and happiness. No wonder kids love the golden arches!
Red: color of heat, passion and excitement. It easily grabs attention and evokes speed and energy. Need I say more?
The article points out that it is important to realize that in different demographics or geographical locations, colors are associated with different attitudes and perspectives. Therefore, it is even more appropriate to consider your target audience and their cultural associations than normal.
Brand aesthetics are an essential tool to market branding and advertising, but in the end, it is the quality and reputation of the product that will prove to be most useful. Although there is something to be said for color psychology and the associations it creates. The importance of color doesn’t lie within the lines, it lies within the meanings the color creates.