5 Visual Marketing Tricks that Tap the Psychology of the Human Mind

 3. Use color psychology
  • Using contrasting colors can draw attention to what is important
    Draw the viewer’s eye to what is important with contrasting color and intensity. Use a color wheel to be sure that your important items jump out. But don’t try to make everything jump out -only the few most important items.
The Lakers logo put’s yellow orange against a bluish purple, two colors that are (for the most part) directly across from each other on the color wheel.
  • When describing the color of a product to customers, the name of the color matters.
    Mocha” sells more than “brown”, for example.

  • Different colors illicit different connotations among viewers.


Studies also show…

  • When asked to rate color pair preference of preselected pairs, people generally prefer color pairs with similar hues when the two colors are both in the foreground; however, greater contrast between the figure and the background is preferred.[26]
  • A study for Nike shoes suggested that companies should consider minimizing the number of colors visible and using similar hues in any one product.[28]
  • Blue is the top choice for 35% of Americans, followed by green (16%), purple (10%) and red (9%).[8]

About the Author:

Tim has worked to produce videos for a long list of clients including Dove, LA Fitness, Dermalogica, and Theatre Communications Group, helping to build upon their brands. He founded Invisible Harness (Video for the Arts) in 2016 with the goal of building a team of talent that is known for producing high-quality promotional media for arts organizations and to ultimately find ways to use video to benefit humanity. He enjoys traveling, experiencing other cultures, being in the company of good people, and singing.

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