Have you ever wondered if your green looks different than my green?  

How Colors Choose What You Buy

Maybe your green is my red and my red is your green, but since we have both always been told that these certain colors are “green” and “red,” we are used to the trees or our blood being a certain color.  If I saw through your eyes, though, I would wonder why the trees were red and why my blood was green.

Another thought: try and think of another color that doesn’t already exist.  Tough, right?

Colors are complex and whether we realize it or not, they affect so much of our long term and short term lives.  Our identities, personalities, and beliefs can stem from a certain shade or tint. That’s why it’s a critical concept to think about when marketing -- from logos to product, the color schemes must have motives to increase success.

It’s the classic pink or blue balloons depending on the gender of the newborn baby.  Pink for girls, and blue for boys. Everyone knows that. As much as society is trying to push away from these gender-normative stereotypes, it’s undeniable that colors continue to have labels.  The clearest one is what colors call to certain genders. Pastel colors and any shade of pink immediately translate to more feminine, while darker hues (in particular greens and blues) are more masculine.

The open skies and the pristine ocean waters are blue, which makes our minds understand blue in a specific way. We correlate this color with the feelings that the sky and ocean give us (typically positive feelings).  Perhaps that’s why studies suggest that the best color to paint your walls to keep yourself happy is a light blue.
Certain colors have multiple moods to them.  Green can symbolize anything from the freshness of the outdoors to the success of money to evil potions and witches. Or red is another example-- love and also aggression.  So how do you market with these colors and not give off the wrong feeling for your product? Different shades, context, and shapes. If everything else around the color is harsh along with the shade of color, you might connote aggression rather than love.  An aggressive tone to cookie dough might not sell, but for a football shoe...it certainly would. So it’s all about what mood is this product supposed to put the intended customer in? Do they want to feel calmed and comforted or pumped up and determined?

How luxurious is your product?  That’s another thing to think about when choosing color schemes.  Purple has always been seen as the color of royalty and gold also gives off an elite feel. Black, silver, grey, red, and white also fit in this category but just like anything, the right tone must be used.  For any of these colors, it must be properly used as an attempt to be luxurious can quickly fall to being tacky if not careful. 

So maybe my blue is different than your blue and your purple is different than my purple, but throughout both of our lives, our blues have symbolized the sky and the ocean and our purples have symbolized royalty.

What feeling do you want your company to emit?  Intentionally craft your logos and products with the colors that correlate with that feeling and the intended audience will be able to easily be drawn in.

New blog coming soon,
Annika Goldman

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