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You may not realize the importance that color plays in all aspects of advertising and design. A poorly chosen color conveys a negative message to potential clients and might turn them away completely. When representing your firm – whether in brand logos, web design or images used in print media – carefully choose every color with the psychology behind the color in mind.
According to Kissmetrics, a web analytics company, viewing different colors causes a release of hormones that causes fluctuations in our moods and emotions, and as a result, our behaviors. This science also tells us that color can evoke emotions that can result in negative, positive or mismatched feelings. Kissmetrics goes on to say that it takes just 90 seconds for a site visitor to form a judgment or opinion, and that, “62-90% of that interaction is determined by the color of a product alone.”
Color plays an undeniable role in creating a strong first impression on users.
What different colors mean
Every color means something to every person. The meaning can vary depending on our individual preferences, cultural backgrounds and even the current season.
Here are some thoughts on how the psychology of color can work for or against financial advisors when choosing a color scheme.
Colors to avoid:
These colors should not be used as primary scheme colors but can be used in very intentional and specific situations
- Yellow suggests warning and caution or joy and sunshine. Men find it childish/impulsive or even distasteful, but kids love it.
- Red promotes action and increases pulse, blood pressure and breathing. It symbolizes passion but also fire and blood.
- Pink is a stereotypical “girly” color. It can stimulate the sweet tooth and convey compassion.
- Brown is the color most disliked by men and women. It evokes a sense of nature and denotes dependability.
Possible color to use:
- Orange is the new red. It provides warmth without danger and is associated with energy and fun. It can also convey that something is cheap. Men and women are least likely to prefer this color, but kids love it.
Positive possible colors:
- Purple suggests luxury, elegance and femininity. It is generally liked by all women with no negative association.
- Black is classy, corporate and conventional. It suggests excellence and formality.
- Green promotes wellbeing and is ideal for ethical campaigns. Lighter shades can denote innovation and freshness, and it’s the color of money which is great for the financial industry.
- Blue is the most popular preferred color among men. It suggests intelligence or serenity. Dark blue evokes luxury, and light blues are refreshing. It is highly used among banks and financial institutions.
- White is calming, modern, clean and classic
