Many variables play a role in delivering our thoughts, along with the message they create, to the target audience. "Colors" are one of the most determining factors in purchasing behavior on digital platforms. 90% of users are influenced by colors when making decisions, and colors are a great stimulus for the decision-making mechanism. It is known that colors have a great impact on human psychology and brain, and they affect our subconscious and give us some messages. Our brain interprets these messages and creates perception.
Have you ever wondered which color creates what kind of perception?
This issue is quite complex, the stimulation of colors affects us depending on the wavelength and frequency range. While the purple color attracts attention, the blue color calms the mind and provides serenity and space as it reminds us of water.
- 1. Grey
With its predominant digital aspect, it is the most prominent color that evokes technology in the human mind. It is not a bright color that attracts attention. Therefore, it makes it easier for visitors to read a text or watch a video in the digital environment without straining their eyes. It is the best color to choose for focusing on digital text or images.
- 2. Red
Red is the color of authority and power. It attracts people's attention, which is why it is one of the popular colors in the marketing industry. You should use red to create an eye-catching and strong perception. The use of red always has the potential to work, but if overdone it often has a negative effect.
- 3. White
Purity, innocence, cleanliness and peace came to your mind, right? It allows new ideas by removing confusion and obstacles. Since it is the brightest color perceived by the human eye, it creates contrast and makes the product stand out and attract attention. It is widely used by cleaning brands because it creates a hygienic perception. When used too much, it can create a gap.
- 4. Horns
Pink, a dynamic and warm-hearted color, soothes rather than stimulates because it is a sign of hope. Since it is a soft and light color, it creates a feeling of compassion and love. When used too much, it can create an atmosphere of weakness.
- 5. Yellow
Yellow, which evokes creativity and wisdom, enables the development of original ideas. It has an attractive and luxurious effect that will cause clicks in the digital environment. Yellow, which is energetic and dynamic, helps the brand attract a dynamic customer base.
- 6. Blue
It is universal. It is the ideal color for brands that have global goals and plan to achieve this with digital branding. It strengthens memory and gives the opportunity to be the first brand that comes to mind. Blue adds a professional look to the brand in terms of corporate identity and provides trust.
- 7. Green
Warm and inviting, giving customers a feeling of trust, green also represents health, environment and goodwill. It strengthens communication and commitment. In other words, if it is used in the digital environment, the content must be edited in the same sincere manner.
- 8. Black
Representing luxury, black is a color recommended for use in corporate identity templates and helps emphasize superiority and success. Being aesthetic and striking, it strengthens the target audience's subconscious trust in the brand.
- 9. Brown
Brown, which is not preferred in marketing campaigns, is used to emphasize naturalness, seriousness and durability in the message. Rather than being sales-oriented, brown would be a logical option to create a feeling of relaxation, order and friendship, especially in campaigns that will contribute to the brand's image.
- 10. Mr
Purple color enables creative and original ideas when used in new product development. Purple, formed by the mixture of blue and red, carries the characteristics of both colors. In other words, the color purple has a calming feature as well as its dynamic structure. It provides a perfect physical and spiritual balance by awakening the problem-solving area of the brain.According to research, the time it takes for customers to form an opinion about a brand or a product is approximately 90 seconds. It is known that colors increase learning by 80% and perception by 75%, and are said to affect purchasing decisions by 90%. Correct color combinations direct the customer to the brand both in real life and digitally. In short, we cannot ignore the impact of colors in digital branding.
At this point, regardless of your industry, when choosing colors in your advertising campaigns; The purpose of the campaign, the message you want to give, the position of the color in your industry, the perception of the consumer and the harmony of the colors you will use should be considered as a whole; You should also prepare your advertising ideas in this direction.
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