In addition to the importance of choosing the right color range for marketing and branding strategies. The aesthetic aspect of a color is not enough, it's also the emotions associated with it that need to be taken into account. In this article, you'll learn about the different behaviors naturally associated with colors and how to use them to their full potential.
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Some specialists dissociate the role of color in the influence it can have on an individual, but many specialists use color to carry out various tests such as personality tests.
The aim of the study of color psychology is to observe, analyze and understand the reactions and behaviors provoked by the visualization of a specific color.
Numerous researchers have demonstrated the impact of colors on the emotions of subjects surrounded by specific colors.
Results may vary according to personal beliefs.
Because a picture is worth 1,000 words, I'm going to use basic colors as examples, associating them with emotions and brands to understand why they've been used.
Numerous studies have been carried out to analyze the effect of colors on our behavior, but if there's one conclusion to be drawn about productivity, it's one of the most famous: that green in a workspace boosts concentration levels.
Green doesn't just come from decorative elements or paintings, but having green plants would have the same effect.
It's important to remember that everyone's reaction to color depends on their beliefs and personal experience.
For improved productivity, an investment in green plants is pretty straightforward, isn't it?
On average, brand recognition is due to one or more colors in over 80% of cases.
Whether it's a brand logo or a career site design, it's all the same.
Candidates and consumers above all prefer brands they can easily recognize, hence the need to choose colors very carefully.
When you're creating a recruitment campaign or copywriting a job ad, you need to use a brand that's in line with your employer brand, but also a color that respects the values you're aiming for and a tone that can set you apart from the crowd.
The best thing to do is to analyze the colors used by the competition, and choose a different one to differentiate yourself.
Then, use it on different media-Google, LinkedIn, showcase site, career site-so that candidates can understand that it's the color that best represents your employer branding.
The choice of colors is often made by the marketing team, based on the brand's platform, values, mission and history.
When designing a brand's personality, it's often one to three traits that are essential, and it's these traits that need to be represented in the choice of colors.
As with any strategy, it's best to test and analyze the results before making the final choice.
As I explained above, our emotions, reactions and behaviors can differ according to our personal experiences, culture, upbringing and location.
For this reason, the choice of colors is not simply a question of the emotions you wish to convey. There are other factors to take into account, hence the importance of defining the target audience.
If your audience is international, you need to make sure that the color you choose doesn't have a negative connotation on all territories.
White has a very different connotation in France than in Southeast Asia.
Color isn't just about aesthetics, it has to be an integral part of your marketing, recruitment and branding strategy.
It is defined not only by the emotions you wish to convey, but also by the cultural, social and belief imperatives of your target audience.
Crafting Connections, Empowering Creativity.
