The psychology of color as it relates to persuasion is one of the most interesting--and most controversial--aspects of marketing.
The reason its controversial is that most of today's conversations on colors and persuasion consist of hunches, anecdotal evidence, and advertisers blowing smoke about "colors and the mind."
To alleviate this trend and give proper treatment to a truly fascinating element of human behavior, today we're going to cover a selection of the most reliable research on color theory and persuasion.
Misconceptions about the psychology of color.
Why does color psychology invoke so much conversation that's backed by so little data?
As research shows, it's likely because elements such as personal preference, experiences, upbringing, cultural differences, context, etc., often muddy the effect individual colors have on us. So the idea that colors such as yellow or purple are able to evoke some sort of hyper-specific emotion is about as accurate as your standard Tarot card reading.
The conversation is only worsened by incredibly vapid visuals that sum up color psychology with awesome "facts" such as this one:
Don't fret, though. Now it's time to take a look at some research-backed insights on how color plays a role in persuasion.
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