Today, we’re talking about how colour psychology in branding influences what you buy.
You might not know this…
But web design, marketing and branding is a complex world of colourful stimuli that can elicit different emotional responses.
And those responses highlight the bizarre differences in male and female consumer psychology.
At times, it’s wildly different.
And fellow truth seekers, there’s a reason why…
Why do people love some colours but hate others.
A study conducted by Palmer and Schloss (2010) found that people like colours that are associated with positive experiences.
The more enjoyment and positive experiences that an individual has with a given colour present, the more the person will like that colour.
Similar to how we subconsciously associate fonts with a personality, we associate colours with positive and negative emotions.
The relationship between emotions and colour preferences has important implications for marketers and advertisers.
Coca-Cola is a masterclass in colour psychology.
Companies can use colour psychology to elicit either positive or negative emotions and preferences for a brand.
For example, if I have a fond childhood memory of a red Coca-Cola truck at Christmas, then I may gravitate towards liking red over other colours.
More importantly, I may subconsciously attach this colour to the product and brand. Therefore having a preference for the brand.
The last part is key…
Customers buy from brands that use the same colours they like.
Red colour psychology, visual cues and male consumers.
As revealed by the groundbreaking research of Puccinelli et al. in 2013, is the curious phenomenon of male shoppers relying on the colour of a price tag as a heuristic for perceived savings.
It’s a bizarre and fascinating quirk of male colour psychology in branding.
But the evidence is clear.
It seems we males can’t process detailed information in an advertisement.
Instead, we menfolk rely on quick visual cues to make snap judgments about a product and perceived value.
And when it comes to price tags…
The colour red has an almost hypnotic effect on the male mind because we subconsciously assume that a red price tag means big savings.
It’s a strange and puzzling phenomenon that has important implications in the world of advertising, marketing and ecommerce.
Knowing that we can be swayed by visual cues and heuristics, you can tailor your campaigns and sales funnels to use these techniques to capture the attention of male shoppers.
Colour psychology controls men!?
This is not to say that we men are stupid or easily duped.
On the contrary.
I’ll be dammed if we aren’t savvy and discerning consumers, capable of making informed decisions based on a wide range of factors!
However, when it comes to the fast-paced world of advertising…
Well, I guess even the savviest shopper can be overwhelmed by the sheer volume of information and sensory overload.
And for male consumers, the colour of a price tag can be the difference between a sale and a missed opportunity.
That’s the power of heuristics in marketing and design.
The 60’s advertisement for VW (seen above) is a classic example of how bad-ass marketing campaigns can capture the attention of men with visual cues.
By presenting information in a way that is easily digestible and visually striking, you can cut through the noise and capture the attention of just about anyone.
We pay more for products with a red background.
Bagchi and Cheema’s 2013 study on the effect of red background colour on willingness to pay is a knicker-gripping exploration of how visual stimuli can influence consumer behaviour.
The researchers found that the red colour causes aggression through arousal and when a red background is present…
Then things got freaky (in a fun sort of way)…
Bagchi and Cheema discovered the following about red backgrounds and colour psychology:
- We bid more in auctions with a red background: The researchers found that when the selling mechanism is an auction, the effect of the red background is even stronger. There is more aggressive bidding with a notable increase in bid jumps. This suggests that the presence of competition may amplify visual stimuli in our willingness to pay the big bucks
- We want to buy wine and chocolate with a red background: The effect of the red background is more pronounced for hedonic products (such as wine or chocolate) than for utilitarian products (such as batteries or light bulbs). This is in line with previous research suggesting that colour has a greater impact on emotional or experiential purchases than on practical or functional ones
- We get aggressive when red colours are present: Being exposed to the colour red makes us more aggressive. However, how much we’re willing to spend decreases when a red background colour is present during negotiations.
Over to you.
When it comes to the world of advertising, understanding the quirks of what makes consumers tick is the key to success.
By tapping into the power of heuristics, and leveraging the visual cues that speak to the male mind, you can create campaigns that grab the attention of your male target audience.
It’s a fascinating area of study and one that promises to unlock new insights into the mysteries of consumer behaviour.
And for the shrewd marketer, it’s a powerful tool that can be used to drive sales, build brand loyalty, and shape the very fabric of our consumer culture.
So the next time you’re browsing the aisles or shopping online, keep an eye out for those red price tags and think about how colour psychology in branding influenced what’s in your shopping cart.
