“Color is a power which directly influences the soul.”
– Wassily Kandinsky
In movies and TV shows, color plays an important role, helping to set the tone and mood of the story.
The same is true for videos. Colors can pave the way for your viewers to take the desired steps you would like them to take.
Color can help you stand out.
Choosing the appropriate hues for your content- be it for video or animations can help give a positive impact on your message. It appeals to your audience at first sight, makes them feel what you want them to feel and do what you want them to do.
On the contrary, poor color choice can also negatively change the impact of your message. Choosing colors that aren’t right for a certain message will see your great video content and your engaging call-to-action easily be ignored.
This is what makes using the right colors key to success for your content and is a standalone reason why understanding the science behind color theory crucial for your next video.
Matter of fact, even NASA is attentive of color! NASA provides free resource on the internet to help people choose just the right shades.
Shocking right? Even a space company is concerned about colors!
So why is it so?
Let us see in detail why color theory is important and effects of different colors!
- What is Color theory?
- What is color psychology?
- Why color matters so much?
- Color psychology in marketing
- Red color psychology
- Blue color psychology
- Green color psychology
- Orange color psychology
- Yellow color psychology
- Black color psychology
- White color psychology
- Grey color psychology
What is Color theory?
Color theory is a broad collection of guidelines that designers follow to create appealing visuals for content by combining just the right colors.
And to choose the colors that would be just right for engaging the audience and getting the message across is usually done by following a so called ‘ color wheel’ and applying collective knowledge of psychology, human emotions and much more.
This dates back to 1666, when Sir Isaac Newton established color theory when he invented the color wheel. Newton established colors as human perceptions- not being absolute- but varying according to wavelengths of light.
He defined three groups for colors:
1. Primary colors– Red, blue and yellow.
2. Secondary colors– Combination of any two primary colors. Secondary colors are purple, green and orange.
3. Tertiary or Intermediary colors– Combined using any primary and secondary color
These were Sir Newton’s conclusions, using which the study of color theory had advanced.
Each color had new properties associated with it;
Pure Color: Primary, secondary and tertiary colors are known as pure colors, if and only if there is no other third color added to it.
Tints: When white is added to a pure color, you get a tint. Tints are lighter than a pure color.
Tones: A tone is created when gray is added to a pure color. Gray is a mixture of black and white. When a picture is too bright, people add gray in different amounts which reduces the intensity and gives the picture a less intense look.
Shades: With addition of black to a pure color, a shade of that color is formed. Shades are usually darker in appearance. They dim the intensity of pure colors.
In user experience (UX) design, you would need to perfectly understand and implement color theory to create efficient, intuitive and pleasant designs for your audience.
Now we know what the color theory is. So how do we know which colors are the right colors?
Enter, color psychology!
What is color psychology?
Color psychology is the study of colors and the effect it has on human behavior. The main purpose of using color psychology in marketing is to determine how colors affect the consumer’s decisions while purchasing a product or a service.
- What makes them prefer one brand over another?
- Does the color of the product compel them to purchase?
- Does the colors of a video make them want to watch the video?
- Does the color of an icon make them more likely to click on it?
- What colors curate a specific feeling in a customer?
- Which colors are right to use to convey a specific message?
All these points determine which would be the perfect colors to use to convey a message. The impact it will have on the audience. And the type of response it can potentially generate.
Colors create an impact, there’s no doubt about it. And that’s why color psychology in marketing becomes key. Colors can work wonders for your brand, that is you play your cards right.
Why does color matter so much?
By using the colors efficiently- i.e. smartly use the right colors, you can see your brand or business take off! We’re talking about more sign-up rates & subscriptions, more customers, retain existing customers and give your viewers a great reason to tell others- irrespective of the niche or industry you are from.
Let us see what different colors bring out in the mind of the viewers.
Color psychology in marketing – video color
1. Red color psychology
Red is a bright color which instantly grasps the attention. If you might have seen many businesses use their CTA button in color red.
So if you want your audience to experience great expectations, a red CTA button is what you need.
In your video if you want to arouse a feeling of excitement and intensity for the viewers watching, you should incorporate red into the video.
Red can also create a sense of danger, so you want to use the color carefully.
2. Blue color psychology
The first thing we think of when seeing the blue color is associate it with the sky and the sea. Unlike red, blue creates a feeling of harmony, calm, trust and peace in the customers mind.
On the contrary, different shades of blue can also bring out a sense of depression, an unfriendly vibe. It also depends if it is used a lot.
Global brands like Facebook, Skype and Twitter use blue for their marketing purpose. But besides that, their logo colors are even different shades of blue.
3. Green color psychology
Green, in its essence, creates a feeling of being connected to nature and a strong emotional connection with money.
It creates a sense of balance and harmony in the consumers mind while watching the video or consuming any other type of content.
If you belong to the health or fitness industry, its highly recommended you use green as your key video color for any explainer videos or animations you might create.
4. Orange color psychology
Orange has an intriguing psychological take on it.
The mix of red and yellow give orange a friendly, powerful, full of energy look. It is really appealing to the human eye and can curate a feeling of being hungry, so watch out!
To be honest, orange can make a great video color. Many video marketers smartly use orange for call to action or areas on the website they want people to see.
5. Yellow color psychology
Yellow is the embodiment of happiness, optimism, joy and any other positive feeling you can think of! We mostly think of sunlight when we think of yellow and that creates a positive and light ambient for the people.
A bit of yellow on your website, video or a landing page could have the viewer’s take a desired step and find some value for it in them.
However, refrain from over using yellow as it is known to cause anxiety or fear at times. Rather find an appealing tone or shade of yellow that will suit aptly make your video appealing and attractive.
Take for instance, Ferrari. It uses color yellow for their cars and is in their logo. It instantly evokes a feeling of happiness in the viewers.
Fun Fact: Out of many colors in a video, Yellow would be the first one to catch the eye of children!
Check out some of these great landing page examples and see how large organizations use color to their advantage!
6. Black color psychology
Black is a standard color in retail. It brings out a sense of power, elegance and mystery.
Different hues or shades of black can have a negative effect on the audience such as becoming angrier or sad.
It is easy to read and use to incorporate into a video of any type.
Most famously, Nike uses black for their logo. They use a combination of black, white and grey color for their website. This makes it easier for the viewers to go through their products.
7. White color psychology
A symbolic representation peace, pureness and cleanliness, white brings out a sense of calmness in people.
It has been widely used across e-commerce sites. Take for instance Adidas, they significantly use white on their website and for video marketing purposes.
Just as any other color, too much of white can make people feel lonely and dull.
8. Grey color psychology
A balance between white and black, grey represent neutrality and stability. It’s actually one of those colors which people prefer to wear the most as it is said that it creates a comfortable atmosphere.
However, if grey is overused it can make the viewer feel dull.
A perfect example of using grey to make it work wonders is the tech giant Apple. Apple use the grey color for their branding, marketing and many of their products also come in grey. But that doesn’t put anyone off, on the contrary people love it!
Video production, branding and marketing require proper analysis of color logic — nothing can be left to amateurs. Communication Crafts’ professionals are experts in color psychology and branding design.
People captivate on color before they see anything else. Your customers, after all, are humans- not robots.
In 3 simple steps, here’s how we develop the best color solutions for your project;
1. Color Psychology
The first and foremost thing we conduct is a thorough background study of your target audience. Along with what your message has to be for your video- product, service or something else, our color experts choose just the right colors for your video or branding that will help engage your audience.
2. Color Design
Next up, an exquisite design! We combine the colors that’ll smoothly be in sync with its counterparts along with other color combinations that will create an exciting feeling when your audience views it!
3. Visual Effects – Attention grasping or Soothing Colors
When it comes to videos, visuals have a considerate effect on the eye. Some colors instantly pop out making the viewer feel comfortable and calm, while others won’t be well to engage with. Having over 15 years of experience, creating resounding videos for our many clients, we have been creating the best visual effects that’ll convince the audience to take the necessary desired step. Our videos have been greatly engaging our clients’ audience through these years, and we’ll make yours that’ll work wonders too.