It’s become common to see tests and quizzes on color theory, what color you are, etc. These can feel a bit random, or maybe simply unrealistic, but there is a lot of science on color. In particular, the psychology of color in marketing has been revealed to be one of the most important factors. Today, up to 90% of the decision to purchase can be explained simply by color.
Color holds a lot of different meanings depending on where it’s used. In the home, soft and dull shades create a comforting environment. In marketing, harsher and brighter colors stick out. Red does this better than any other, leading to the most sales conversions of any color. Black, on the other hand, is the color of clarity and simplicity.
Other colors and color combinations can take on less direct roles. Green typically represents creative products, for example. While orange is used as an extremely rare color that stands out and can promote impulse decisions and purchases. Finally blue and yellow is interestingly the most readable color combination. Making it a perfect highlight tool.
So regardless of the context, color matters. Each color holds its own unique power that even changes depending on the context. This doesn’t mean that everyone should start to dissect all the colors they see. It’s a very automatic and subconscious process, but it’s something to be aware of.