The Purpose of Color in Marketing
Posted: Sat Jan 18, 2025 7:13 am
There is no ideal color or algorithm that would provide a flawless result when working with paints. Each person's individual perception of the surrounding world is determined by unique experience, personal preferences and stereotypes.
Despite this complexity, there are some patterns that emerge in color marketing:
Reflecting the brand's personality
One method of expressing brand personality is to use a system of 12 archetypes, each associated with certain beliefs, personality traits and behavioural characteristics. A unique colour palette, text style, attributes and values distinguish each archetype. This concept was proposed by Carl Jung. Later, in 2001, Margaret Mark and Carol Pearson adapted it for colour marketing and branding.
The twelve archetypal images are grouped into four categories depending on the basic concept they embody. Obviously, the tones, style and tone of voice of the "jester" will differ significantly from those of the "ruler" or "sage".
Individualists who want to physician data package make a statement often choose energetic, dynamic red shades.
Paradise seekers value freedom, understanding and security. Orange, yellow and light green are suitable for them.
Order lovers love green. These include the “creator,” “ruler,” and “carer.” They tend to choose warm shades of earth, stone, and greenery.
"The Jester", "The Lover" and "The Nice Guy" choose deep blue and purple colors.
Increase Your Profits by 10X: 5 Key Metrics You Must Track
Alexander Kuleshov
Alexander Kuleshov
General Director of Sales Generator LLC
Read more posts on my personal blog:
After working with over 300 online projects , I can guarantee: monitor these metrics weekly and your company will not only survive, but also increase its profits by 10 times!
In the context of sanctions and crisis, knowing the ROI of your advertising decides whether your business will be successful. Tracking these 5 critical indicators is the key to your prosperity.
What you get for free:
5 Key Metrics to Increase Profits by 220%
The Secret ROI Formula: Instant Advertising Efficiency Calculator
Anti-crisis Solutions Matrix: Find the Perfect Strategy for Your Business in 15 Minutes
We have prepared all the documents and templates with formulas for you. And yes, it is FREE:
Download documents for free
Already downloaded
153319
Addressing the audience
Modern approaches to target audience segmentation provide marketers with a variety of opportunities. One such approach is based on gender characteristics. Research on this topic emphasizes that the perception of the world around us may differ among representatives of different genders. Despite this, it is important to understand that each person is unique and differences are not always determined by gender.
Men generally distinguish fewer shades than women. An interesting fact is that the higher the level of testosterone in a man's body, the more limited his color perception. Therefore, using complex color solutions in advertising campaigns for sports equipment or hunting products may be ineffective, since customers may not appreciate such refinements. However, men are better at distinguishing shades of black and gray.
The Purpose of Color in Marketing
Source: shutterstock.com
So, even if a man and a woman both like the color red, they will probably prefer two different shades. Men are more likely to choose a rich and deep burgundy, while women are more attracted to muted and lighter options.
A harmonious combination, according to men, consists of colors that are close to each other on the color spectrum. They may find contrasting combinations overly irritating. Women are generally more open to risky color experiments.
Despite this complexity, there are some patterns that emerge in color marketing:
Reflecting the brand's personality
One method of expressing brand personality is to use a system of 12 archetypes, each associated with certain beliefs, personality traits and behavioural characteristics. A unique colour palette, text style, attributes and values distinguish each archetype. This concept was proposed by Carl Jung. Later, in 2001, Margaret Mark and Carol Pearson adapted it for colour marketing and branding.
The twelve archetypal images are grouped into four categories depending on the basic concept they embody. Obviously, the tones, style and tone of voice of the "jester" will differ significantly from those of the "ruler" or "sage".
Individualists who want to physician data package make a statement often choose energetic, dynamic red shades.
Paradise seekers value freedom, understanding and security. Orange, yellow and light green are suitable for them.
Order lovers love green. These include the “creator,” “ruler,” and “carer.” They tend to choose warm shades of earth, stone, and greenery.
"The Jester", "The Lover" and "The Nice Guy" choose deep blue and purple colors.
Increase Your Profits by 10X: 5 Key Metrics You Must Track
Alexander Kuleshov
Alexander Kuleshov
General Director of Sales Generator LLC
Read more posts on my personal blog:
After working with over 300 online projects , I can guarantee: monitor these metrics weekly and your company will not only survive, but also increase its profits by 10 times!
In the context of sanctions and crisis, knowing the ROI of your advertising decides whether your business will be successful. Tracking these 5 critical indicators is the key to your prosperity.
What you get for free:
5 Key Metrics to Increase Profits by 220%
The Secret ROI Formula: Instant Advertising Efficiency Calculator
Anti-crisis Solutions Matrix: Find the Perfect Strategy for Your Business in 15 Minutes
We have prepared all the documents and templates with formulas for you. And yes, it is FREE:
Download documents for free
Already downloaded
153319
Addressing the audience
Modern approaches to target audience segmentation provide marketers with a variety of opportunities. One such approach is based on gender characteristics. Research on this topic emphasizes that the perception of the world around us may differ among representatives of different genders. Despite this, it is important to understand that each person is unique and differences are not always determined by gender.
Men generally distinguish fewer shades than women. An interesting fact is that the higher the level of testosterone in a man's body, the more limited his color perception. Therefore, using complex color solutions in advertising campaigns for sports equipment or hunting products may be ineffective, since customers may not appreciate such refinements. However, men are better at distinguishing shades of black and gray.
The Purpose of Color in Marketing
Source: shutterstock.com
So, even if a man and a woman both like the color red, they will probably prefer two different shades. Men are more likely to choose a rich and deep burgundy, while women are more attracted to muted and lighter options.
A harmonious combination, according to men, consists of colors that are close to each other on the color spectrum. They may find contrasting combinations overly irritating. Women are generally more open to risky color experiments.