What role does color play in marketing, such as "blue of trust" and "green that can be relieved"

ByEtaKate

The role played by "color" in marketing is very large, and there are research results that "90% of purchasing behavior is determined by information obtained from the eyes", so how to use color well is the key point of marketing success It is one of them. Leo · Widrijic of Buffer, a consulting firm dedicated to SNS, concludes with examples how companies are actually using color and what effect they are producing.

Why Facebook Is Blue: The Science of Colors in Marketing - The Buffer Blog
http://blog.bufferapp.com/the-science-of-colors-in-marketing-why-is-facebook-blue

In many websites and corporate logo images, Widrich says that there is a clear purpose and colors are used to meet its purpose. For example, if you express the color scheme actually used on the company's site with a button, it looks something like this.

This is Google.


Microsoft is like this.


When it is Amazon, it becomes like this.


According to Mr. Widrich, these color schemes are scientific grounds that exploit the nature of human beings with different emotions caused by their colors. For example, yellow is "OPTIMISM (optimistic)", orange is "FRIENDLY (friendly)", red is "EXCITEMENT", purple is "CREATIVE (creative)", blue is "TRUST , "PEACEFL (peace of mind)" for green, and "BALANCE (harmony)" for gray.

The figure below shows various brand logos classified by main color. Companies are making good use of the meanings of colors to create a brand image.


The color tags of price tags and POP (guidance) seen at shops are also the same. Yellow is a display for attracting attention of people who wind shopping, red is a bargain sale, blue is a service that emphasizes security such as banks, green is a shop offering "healing", orange is "sells / buys "Pink is for young ladies, black is for luxury items, purple is suitable for beauty relationship.


In addition, Mr. Widrich says that it is effective to change the color by the target user in the website and the application, for example, it is important in marketing to grasp that the color for women and the color for men are different I am doing.

Women prefer blue, purple, and green colors, and dislike colors are orange, brown, and gray.


In the case of men, I like blue, green and black colors, and I dislike it is brown, orange, purple.


Depending on the color differenceConversion rateIt is known that a change will occur, it is important to try the best hypothesis of the color seeking higher conversions. Although scientific analysis is also important, Mr. Widrich thinks that it is backed by data that is more important than that, so that it isA / B testIt is said that.

For example, in some experiments, if you examine which of the green buttons and the red buttons has a higher click rate for buttons, in contrast to the hypothesis that green giving a sense of security should be more advantageous than red, the red one It seems that there is a result that the click rate was high. Although scientific hypotheses are important, it is important to focus on the A / B test in the digital world design of sites and applications.