Are you aware that color can influence your mood?
You’ve probably thought about colors when decorating a room, choosing a car, or even discussing your favorite color.
As the following color psychology facts and statistics will show, there’s a lot more to color than first meets the eyes.
In fact, the color you use can influence your mood, marketing professionals know this and use color to trigger an emotional response.
It helps them convince you to purchase their product, even when you didn’t know you wanted or needed it.
Introducing Color Psychology
Color psychology is a fascinating subject. It looks at how a color affects your mood and therefore the decisions you make.
The color of an object or a room can influence your behavior.
Interestingly, the way you react to different colors also depends on your culture, age, and even upbringing!
Marketing professionals look at color psychology in a bid to better understand their customers.
The right color can convince anyone to part with their cash.
For example, the color red will generally make you feel hungrier. That’s why McDonalds incorporates it into its logo.
You see the red in their logo and feel hungry, pushing you to order something.
Of course, their logo is so well known that you can simply think of McDonalds, picture the logo, and see the colors in your mind.
That will trigger the same response.
Color Psychology In Marketing
Marketing professionals are aware of how color makes a difference. They also know that first impressions count.
That’s why, the color of a product, logo, or even the advert, all matter.
The color chosen will alter the way you see the brand. For example, Coca-Cola is predominantly red.
That stimulates hunger but also hints at danger. It makes a can of Coca-Cola enticing.
Alternatively, the Nestle logo is often brown, reflecting the seriousness of the company. It gives you confidence in purchasing from them.
In short, marketing professionals need to consider colors if they want their product to make the right impression and sell.
Key Statistics
- 90% of a first impression is color related
- 93% of people base a purchase decision on color
- 57% of men rank blue as their favorite color
- Color perception changes according to culture & gender
- Color is 80% of brand recognition
- 60% of people will accept or reject a product due to its color
- Orange is generally considered the least popular color
- Color ads get a 50% better viewing rate than black and white apps
- Younger people prefer brighter colors
- 76% of respondents associated red with speed and danger
- 26% of people think of yellow as a fun/happy color
- 43% of people link black to high quality
- 29% of people see purple as a brave color
- 39% of people think color is the most important element of a website
- White is the most overlooked color
Top Color Psychology Facts And Statistics
The first impression is formed within a few seconds of seeing something or even someone.
That’s not enough time to take in all the details.
It is enough time to see the color and the complexity of a logo or product.
That initial few seconds will create an impression that lasts.
Studies show that a first opinion is formulated within 90 seconds and 90% of the time, the impression is based on the color.
If the color appeals to the target consumer they will look closer at the product.
If not, they will assume it’s a bad product and you are unlikely to ever change their mind!
That’s why it’s essential you understand how color influences different people and choose the right one for your target audience.
(University Of Winnipeg)
2. 93% Of People Base A Purchase Decision On Color
There is a reason why 33% of the world’s top companies have blue in their logo.
It’s not just the most commonly chosen favorite color. It also reflects calmness and seriousness.
That allows consumers to take a product seriously.
The color you choose will affect how you can sell your product. For example, 22% of people associate yellow with affordable.
However, 13% of people see brown as cheap. A further 26% see orange as cheap.
In contrast, 42% of people see black as a sign of quality.
The majority of people will decide whether to purchase something or not based on what color it is.
There is a good reason why many products are black, white, blue, or a similar neutral color.
Approximately 8% of men, and just 0.5% of women, suffer from some sort of color blindness.
But, they can all see blue! Black and white are also easily recognizable, making them solid choices for product color as every customer will see the product in the same way.
The latest research shows color is the deciding factor in purchase decisions, you need to take account of this when designing your product.
(Xerox)
3. 57% Of Men Rank Blue As their Favorite Color
While specific age ranges may prefer certain colors, across the spectrum the consensus is that blue is the best color.
57% of men selected blue as their favorite color and 35% of women.
Surprisingly, green and purple were the next most popular, both were voted for by 14% of those surveyed.
Red and black came in third with 7% of the votes each.
These results stay the same when looking at just women. 35% voted for blue as their favorite color, 23% for purple, and 14% for green.
In contrast, 57% of men opted for blue, 14% for green, and 9% for black.
(Joe Hallock)
4. Color Perception Changes According To Culture & Gender
Color makes a big difference. For example, before Perormable.com became part of HubSpot it had a green CTA button on its website.
Simply changing this to red gave the company a 21% increase in conversion numbers!
However, when choosing colors it’s important to consider the target market. For example, Pepsi started selling its drinks in South East Asia in the 1950s.
The machines were painted its customary pale blue.
Sales collapsed because the executives at Pepsi didn’t realize that, in Asia, blue is a symbol of death and mourning.
The vending machine had no appeal.
Naturally, color can also play a part in gender-based products. The established norms of pink for a girl and blue for a boy still exist.
However, as the world is becoming more gender tolerant it can be harder to define if a product is specifically for a man or a woman.
The product needs to be able to appeal to all genders.
Age also plays a part. The younger generation prefers brighter colors and dislikes brown.
If your product is aimed at young people then it should be bright.
However, older people like brown and blue, products aimed at them should be more serious colors.
(BrandTwist)
5. Color Is 80% Of Brand Recognition
The personality of any brand will be assessed by the color of its products and logo.
It’s human nature and not a conscious decision.
The same is true when purchasing products, people will instinctively reach for a recognizable brand over an unknown one.
It’s estimated 59% of people would purchase branded products over unbranded ones.
More impressive is the fact a logo doesn’t need to be complicated. It doesn’t even need fancy symbols.
Take a look at some of the most famous, such as Nike and Apple, they don’t need impressive patterns or even words.
The tick and the apple are known across the planet.
What matters is the color and shape of the logo. As many as 80% of people will recognize a brand from its color.
Impressively, 100% of eight-year-old children can recognize a company logo without it having any words.
(Jill Morton/Why Color Matters)
6. 60% Of People Will Accept Or Reject A Product Due To Its Color
First impressions count. When you’re looking at a logo or a product they are especially important.
Before you even decide how capable it is you’ll notice its color.
Bright colors, such as yellow and orange, suggest fun.
Any product in bright colors must be intended for fun use. If not, it won’t be taken seriously and sales will suffer.
According to the latest research, a staggering 60% of people will accept or reject a product simply because it’s the wrong color.
It generally doesn’t matter if it’s available in an array of colors, the color that the consumer first sees will define their response to it.
(WebFX)
7. Orange Is Generally Considered The Least Popular Color
Across all age ranges orange comes out as the least favorite color.
That may be why few logos and products are designed using orange.
However, the unpopularity of orange may simply be a result of demographics.
Young people generally dislike brown. That’s not surprising, brown is seen as a serious yet dull color.
It appears on smart shoes for work, desks, flooring, and other things which all have serious connotations.
Older people tend to avoid brighter colors, such as orange and purple, preferring to choose darker, more serious tones.
Thanks to excellent healthcare, the older generation is increasing in size, effectively giving them a larger voice, which may explain why orange appears popular with young people but is considered the least popular color.
(WebFX)
8. Color Ads Get A 50% Better Viewing Rate Than Black And White Apps
Any business looking to promote itself and its products will be looking for a gimmick that gets them noticed compared to the competition.
One approach, which has been popular in some fields, is to choose black and white instead of color.
However, there are cases where this works. Black and white ads are generally associated with times gone by.
No matter how well done, the ad is likely to appear dated.
That’s why, according to the latest studies, color ads are viewed roughly 50% more than black and white ads.
It’s worth noting that creating the right effects can be much harder with black and white ads.
(WebFX)
9. Younger People Prefer Brighter Colors
While the overall color preference across all ages is blue, many younger people, specifically those in the age range 1-35, stated a preference for brighter colors, such as green, red, and even orange.
It may be because brighter colors are more frivolous and energetic.
In contrast, those over 70 preferred blue and white. No other colors were selected by this age group.
At the opposite end of the scale, those aged 1-24 listed brown as their least favorite color.
People aged between 35-50 found orange their least favorite and people over 70 didn’t like orange, purple, and some didn’t even like blue.
(Joe Hallock)
10. 76% Of Respondents Associated Red With Speed And Danger
Of all the colors surveyed by Joe Hallock, red was the one that had the strongest reaction.
Despite this color stimulating the appetite, 76% of the respondents associated red with speed.
This assumption could be subconsciously linked with the fact red light travels faster than other types of light.
Or it could be due to the number of fast cars which are red, such as Ferraris.
A further 28% of people associated red with bravery and courage, perhaps a link to what it takes to move fast.
(Joe Hallock)
11. 26% Of People Think Of Yellow As A Fun/Happy Color
Yellow is generally seen as a bright and bubbly color.
A recent study showed that over a quarter of respondents agreed with this.
It showed 26% think of yellow as fun and happy.
This doesn’t fully explain why serious companies like DHL, Shell, and Stanley have mainly yellow logos.
It does work with Ikea and the yellow reflects the fun side, the blue is more serious.
The color is certainly bright and reminds people of sunny days, which always makes you feel good.
That may be why it’s seen as a fun and happy color.
Of course, there are shades of yellow and some of these are associated with sickness and nausea, reducing the popularity and the fun association of this color.
(Joe Hallock)
12. 43% Of People Link Black To High Quality
Black is one of the most common colors in the world. In fact, it’s used in virtually every logo to outline or highlight specific effects.
In many cases, logos use black to emphasize less is more.
For example, Adidas is known for its three black stripes and nothing else. It’s a simple yet effective logo.
The official Nike logo is a simple black tick and even the WWF has a black and white panda.
There are many businesses which offer high-quality goods and use predominantly black in their logo.
It helps to create the impression that black is a sign of high quality.
A recent study confirmed that 43% of people agree with this.
Interestingly, a further 38% of people feel that black represents fear and terror.
This is largely due to a fear of darkness and the reason why black should not be the only color on a logo.
The same study found that 26% of people think of black as high-tech.
This is probably due to its use in finishing modern products, many of which are technologically advanced.
Just 1% of people would think a black product is cheap.
(HubSpot/Joe Hallock)
13. 29% Of People See Purple As A Brave Color
Purple is used by many companies across the globe. Perhaps the most famous is Cadbury Chocolate or FedEx.
Over the years, purple has been associated with many things including rarity, royalty, and even ambition.
Today, it’s commonly seen as a sign of luxury.
However, a version of purple, lavender, is intrinsically linked to the LGBTQ resistance.
This dates from the 1970s when, at the second congress to unite women, activists wore purple t-shirts stating ‘Lavender Menace’.
These historical factors may be why 29% of people perceive purple as a brave and courageous color.
Of course, 17% of people feel it is a fun and happy color.
(Joe Hallock)
14. 39% Of People Think Color Is The Most Important Element Of A Website
A recent survey by Top Design Firms highlighted that 39% of people see color as the most important part of a website.
It’s the first thing you notice when arriving on a page and will influence whether visitors stay longer or not.
Interestingly, 40% of people believe that photos and images are the most important part of a website, just 21% are concerned with video and 19% feel the typography is important.
The same survey looked at which colors were preferable and found blue was overwhelmingly the best choice for a website.
In fact, 46% of those surveyed felt blue was the right choice for a business website.
Just 30% favored green and 22% red.
(TDF 2021 Website Design Survey)
15. White Is The Most Overlooked Color
Many people don’t think of white as a color. Research even shows that just 8% of people will notice white on a product or webpage.
In short, you may feel there is no point including white in any color scheme.
However, because it’s overlooked, white is the perfect color to highlight specific elements.
It draws attention to the objects around it.
For example, if your webpage has no white it will be a mass of color and likely to be confusing for visitors.
White separates boxes, ensuring visitors attention is drawn to the right place, such as your CTA.
(Top Design Firms)
Introducing Colors
If you’re looking at the psychology of colors then the following guide to color may be beneficial.
Red
Red can stimulate your appetite. It’s also commonly associated with danger, making it an emotive color.
It can trigger anger, desire, and is likely to increase your restoration rate.
Of course, it’s also the color of love.
Green
Green is the link to nature. Manufacturers of goods which are supposed to be beneficial to the planet often use green to subtly remind people of this link.
It’s a calming color and is often used to convey sincerity.
Blue
The ocean is blue, as is the sky. Both are generally thought of as providing time for reflection.
It’s known to slow your heart rate and metabolism while encouraging your imagination.
Brown
Brown is generally seen as a serious color, reflecting stability and perhaps even wisdom.
It makes you feel secure, stable, as though you are making good decisions.
Of course, dark brown is also considered to be dull, while light brown is associated with honesty.
Orange
Orange is a very energetic color, encouraging people to explore the extremes of their personality and try new things.
Orange is often associated with success, making it a desirable addition to any product.
Yellow
Yellow is one of the brightest colors and is often used to reflect a positive state of mind.
It can encourage people to think outside the box and be imaginative.
Just look at the lightbulb, it’s yellow and often used as a sign that you’ve had a great idea.
Summing Up
The above color psychology facts and statistics illustrate how important it is for any business to think carefully before designing and releasing a product, or even your logo.
You will be judged by what people see and they will look at the color of what you’re offering first.
While the statistics point to blue and black being sensible and generally safe choices, that doesn’t mean they are the right choice for you.
Take the time to evaluate your target market and identify what appeals to them.
This will help you get the style and color of your products and logo right.
The right colors are likely to result in a healthy list of sales.
The wrong colors could sink your company, even if the product is awesome.
Read the above color psychology facts and statistics.
Take your time experimenting with what works and even conduct surveys.
The extra time is worth it when you release your product and the reception is favorable.
