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The Psychology
of Colors in
Marketing and
Branding
Ahmed Ghoniem
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Ahmed Ghoniem
Business Consultant | Entrepreneur
(+2) 0111863 4115
LinkedIn: http://www.linkedin.com/in/ahmedghoniem
YouTube: https://www.youtube.com/user/ahmed0ghoniem/videos
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Content
–- Psychology of Colors in Consumer Behavior
–- Misconceptions around the Psychology of Colors.
–- The Importance of Colors in Branding.
–- Brand Personality.
–- Dimensions of Brand Personality.
–- Colors Preferences by Gender.
–- Why We Love "Mocha" but Hate "Brown.
–- Types Of Logos
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Psychology of Colors in Consumer Behavior
–* 84.7% of consumers cite color as the primary reason they buy a particular product
–* When people buy :
–93% look at Visual Appearance
–6% look at Texture
–1% decide on ( Sound)
–* People make a sub-conscious judgment about an environment or product within 90 second of initial viewing.
–* Between 62% and 90% of that assessment is based on color alone.
–* 80% think color increase brand recognition
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Misconceptions around the Psychology of
Colors
–Personal preference,
–Experiences,
–Upbringing,
–Cultural differences,
–Context, etc.
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The Importance of Colors in Branding
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Brand Personality
–* It's the feeling, mood, and image that your brand creates that play a role
in persuasion
–* The use of white to communicate Apple's love of clean, simple design
–* Green means calm & sometimes Green is used to brand environmental
issues such as Timberland
–* Without this context, choosing one color over another doesn't make
much sense, and there is very little evidence to support that 'orange' will
universally make people purchase a product more often than 'silver'.
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Dimensions of Brand Personality
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Colors Preferences by Gender
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Colors Preferences by Gender
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Colors Preferences by Gender
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Colors Preferences by Gender
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Let’s play
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Here were the results:
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Why We Love "Mocha" but Hate "Brown
–* Mocha was found to be significantly more likeable than Brown- despite the
fact that the researchers showed subjects the same color!
–* For instance, jelly beans with names such as razzmatazz were more likely
to be chosen than jelly beans names such as lemon yellow.
–("sky blue" over "light blue")
–* This effect was also found in non-food items such as Sweatshirts.
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Types Of Logos
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Types Of Logos
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Types Of Logos
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Types Of Logos
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–Thank You