Color—a difference of a few shades can stimulate, depress, provoke, soothe, and even make us shiver or sweat.
In fact, according to a study at Washington State University, people who are surrounded by the color green can endure more pain, and recover more quickly from surgery using fewer drugs.1 Pink, on the other hand, has been shown to have a subduing and calming effect on violent prision inmates.2
If color is this powerful, what is it saying about your brand?
Here are a few of the ways color can influence brand perception:
• People will make riskier bets and gamble more under red lights as opposed to blue lights. This is why you see so much red neon in Las Vegas.3
• Being in a blue room can lower your heart rate and suppress your appetite. Red and yellow have the opposite effect—which is why so many fast food restaurants use these colors.4
• Yellow and red are also the best selling candy colors. Dylan Lauren, the owner of Dylan’s Candy Bar in NYC says that “Yellow is nostalgic, and red is passion. It makes people hungry.”
• Recent studies suggest that nearly all sports are enhanced in blue surroundings—including weight lifting. This may be because people tend to be more calm and focused in a blue environment.5
• Purple stimulates the area of the brain used in problem solving.6
• White pills are the most effective at soothing ulcers, even if they are merely placebos. Green tablets reduce anxiety, antidepressants are best in yellow and blue ones make the most successful tranquilizers.7
While the response to color is altered by personal and cultural experiences, many are universal and can be used for more effective brand positioning. From the office to the candy store, from your house to the grocery store, color affects our lives in amazing ways. Why not harness this power for your brand?