Too many colors can make for a confusing message and muddled marketing. Use color to impact your buyers in a way that resonates with them and stimulate that psychological response throughout your business relationship. Seek to define the challenges of your target market, and the beliefs they consider valuable in making a purchase decision.

Color is one way to communicate this understanding. This establishes a sense of understanding and trust. To make the right first impression and set realistic expectations for your company’s brand, it’s important to consider the values of your target market and align strategically with those goals. Connect with the values of your target market.

Ask yourself these questions: What does our company stand for? What colors showcase our company’s personality, culture and values? What feelings do we want to avoid when people think of our brand? Start off on the right foot by choosing brand colors that impart the emotions you want associated with your company. Studies have shown that up to 90 percent of snap judgments made about products can be based on color alone. While a brand is much more than a logo and a color scheme, your visual identity is often the first impression you make with target audiences. Here are some ways you can use color in your marketing: Once you understand the psychological effects of common colors, you can leverage this knowledge across marketing tactics to impact target audiences in powerful ways. Knowing both the positive and negative connotations of certain colors can make a significant difference for your branding and marketing plan, and help you make practical design decisions. While there is no definitive psychological impact of every color, there are some common connections that most individuals will make. This means that customers are 80 percent more likely to identify your brand if you consistently use the same colors in your marketing efforts. Research shows that color improves brand recognition by up to 80 percent. This practice is utilized in graphic design, architecture, marketing, advertising and all types of media. While the overall impact of certain colors is shaped by personal preference, color psychology attempts to define common sensations, associations, values and influences of color. Today, color psychology looks at how color affects our behavior and decision-making. In combination with color theory based on Sir Isaac Newton’s color wheel, color psychology considers how different colors have different meanings, associations and psychological impacts across a variety of individual and cultural norms. Using the results of his research, Jung developed a form of color art therapy that encouraged patients to express their emotions through color and images. According to noted psychologist and psychiatrist Carl Jung, “colors are the mother tongue of the subconscious.” Jung is credited with early studies that reveal how color affects the human mind.

Color emotion guide wheel