How Brands Use the Psychology of Colors to Influence Customers’ Choices?

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Have you ever wondered how brands use specific colors to attract customers? There have been a myriad of attempts to classify how people react to different colors but if there is something certain which we can all truly understand, colors are a key factor which appeal to people’s emotions.

你是否想过品牌如何用特定的颜色来吸引客户?人们已经进行了无数种尝试来归类人们对不同颜色的反应,但可以肯定的是,颜色是引起人们情感的关键因素


The psychology of color in branding is used to influence that irrational, emotional part of our brain. More specifically, it is shown scientifically that amygdala, a small seahorse-shaped structure within our brain, is directly involved with our emotions; if we can entice that area, we can influence clients’ perception of brands. As stated in her book “The Charisma Myth”, Olivia Fox Cabane states that “logic makes us think but emotions make us act”.

品牌塑造中的色彩心理学被用来影响我们大脑中非理性的情感部分。更具体地说,科学证明,杏仁核是我们大脑中的一个小海马形结构,与我们的情绪有关。如果我们能够吸引该领域,就可以影响客户对品牌的看法。正如她的著作《超凡魅力的神话》所述,奥利维亚·福克斯·卡巴内(Olivia Fox Cabane)说:“逻辑使我们思考,而情感使我们行动”。



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BRANDING STRATEGY

     品牌策略     

When building a brand, the first step in defining the branding strategy should be acknowledging that colors affect the decision-making process and, most importantly, colors impact everyone. As Neil Patel puts it, colors are powerful brand builders and this is why it’s easy to identify top brands from their logos; after all, the brain processes visual information 60,000x faster than plain text.  

创立一个品牌时,定义品牌战略的第一步应该是意识到颜色会影响决策过程,最重要的是,颜色会影响每个人。正如尼尔·帕特尔(Neil Patel)所说,色彩是一种强大的品牌建设因素,这就是为什么我们可以轻易从高档品牌的品牌标识中将他们区别出来的原因;毕竟,大脑处理视觉信息的速度比纯文本快60,000倍


Psychologist and Stanford professor Jennifer Aaker’s studies point out five core dimensions that have an impact in a brand’s personality. If a brand uses color psychology correctly, it will allow it to:

心理学家和斯坦福大学教授詹妮弗·阿克(Jennifer Aaker)的研究指出,五个核心维度会影响一个品牌的个性。如果品牌正确使用色彩心理学,则可以:

  • Convey messages effectively 有效地传达信息

  • Meet the needs of the target audience 满足目标受众的需求

  • Predict how customers respond to marketing messages 预测客户对营销信息作何反应

  • Increase lead generation and sales 增加潜在客户开发和销售

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COLORS IN CULTURE

       色彩文化      

There is no universal truth when it comes to colors. Different perceptions derive from age, gender, nationality, as well as personal experiences. Being aware of how colors are interpreted in different countries is an essential step to increase conversions in the process, while strengthening customers’ loyalty and a brand’s recognition. 

关于色彩,没有普遍的真理。不同的看法受年龄、性别、国籍以及个人经历的影响。了解不同国家/地区如何解释各种颜色是提高品牌建设过程中的转换率的重要步骤,同时也能增强客户忠诚度和品牌知名度。


For example, which color would you use to describe happiness? If you are from a Western country it is likely that you would choose yellow. However, in Chinese and Asian cultures, happiness is most often associated with red, while green is usually chosen in Hindu countries and white is chosen by Native Americans. 

例如,你会用什么颜色来描述幸福? 如果来自西方国家,你可能会选择黄色。 但在中国和亚洲文化中,幸福通常与红色有关,印度教国家通常选择绿色,而美洲印第安人则选择白色。

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COLOR TRENDS IN 2020

    2020颜色流行趋势    

Even though some classic color palettes are here to stay, it has been established that bold, saturated hues are shooting their way to fame in 2020. Shutterstock announced the color trends expected to dominate the following months, especially in the perspective of using such colors to attract more clicks, visits and engagement from customers and potential clients.

即使某些经典调色板仍然存在,但可以肯定的是,2020年将流行大胆且饱和的色调。Shutterstock宣布,预计未来几个月的颜色趋势将占据主导地位,特别是在使用这种颜色吸引更多的点击、访问和客户和潜在客户的参与方面。


Lush

Lava



#FF4500 is a bold and fiery orange-red that quickly catches the eye – this noticeably warm color will help companies to draw attention to their brand.

#FF4500是一种醒目的火红橙红色,可迅速吸引眼球–这种明显的暖色将帮助公司增加品牌吸引力。

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Aqua

Menthe



#7FFFD4 is a vivid, cyan-tinged mint shade that is perfect for conveying a playful, modern and outgoing brand personality.

#7FFFD4是生动的青色薄荷色调,非常适合传达俏皮,现代和外向的品牌个性。

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Phantom

Blue



#191970 is a rich navy with significant depth, mimicking a dramatic night sky – ideal for a more professional, mature brand look and feel.

#191970是极有深度的深蓝色,模仿了戏剧性的夜空–是更专业,更成熟的品牌外观的理想选择。

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In conclusion, businesses, top brands, and entrepreneurs are constantly improving their knowledge about the color wheel and how they can help them achieve increased lead generation and sales. Persuading a customer to take any specific action depends on several elements, of course, but color is one of the primary components of your personal brand.

总之,企业,高端品牌和企业家正在不断提高对色轮的了解,以及如何帮助他们实现更多的潜在客户产生和销售。当然,说服客户采取任何具体措施取决于几个要素,但是色彩是您个人品牌的主要组成部分之一。


If you are interested in evaluating and assessing your digital marketing and branding strategy for the Chinese market, don’t hesitate to get in touch with our Eastant team! 

如果您有兴趣评估针对中国市场的数字营销和品牌战略,请随时与我们的Eastant团队联系!

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