Psychology in Marketing

Oh hey there, thanks for joining me today! Having worked in marketing for a while, I’ve noticed that certain factors in your design elements evoke different psychological responses in your target audience – let’s check them out!

Colour

The psychology of colour is a well-documented phenomenon that’s even more apparent in the world of marketing. When you have to design artwork for your website, social media or instore promotional material, taking colour into account is crucial.

Red is invocative of romance, passion and danger, but also anger and aggression and is well associated with promotions and sales! Pastel colours, especially light blues, yellows and pinks invoke thoughts of childhood and innocence, whereas their bright counterparts (hot pink, neon yellow and bright blue) evoke impressions of fun and excitement in an adult context. White is synonymous with purity, black with decisiveness and sombreness and blue and green evoke thoughts of nature and the earth.

As such, the colours you choose can compliment or undermine your message, so use them wisely. For example, if you were advertising a fun new toy aimed at small children, you wouldn’t use a palette of blacks and greys. Equally if you were creating the graphic design for a mortuary website, you wouldn’t use hot pink!

Colours play a huge part in achieving the sort-after scroll-stopping content, as they indicate a visual message before the reader takes in the text.

Font

Much like colour, the choice of font can do wonders to convey your message, before a potential customer even reads the text in front of them! So, it’s important to use a font that compliments your message.

Serif fonts (fonts that include small dashes on their letter strokes, like Times New Roman and Garamond) promote confidence and experience. They are often used for formal, established brands. It’s a font that suggests establishment and security.

Conversely, sans serif fonts (without the extra lines on the letter strokes) like Calibri, Comic sans and Arial evoke ideas of fun, innovation and youthfulness. Comic sans was actually created to mimic the text found in comic books, so is ideal for young readers!

Script fonts (fonts that look like handwriting – often cursive or joinedup, for example Lucida) convey a sense of luxury and playfulness. They are relaxed, yet elegant – but a word of warning. Script fonts are not ideal for large chunks of text as you can struggle with legibility. They are much better off for large-scale, short texts: imagine the CocaCola logo – a perfect cursive script!

Decorative fonts (highly stylised with unique strokes and symbols) will make your brand memorable and unique! Think of the tittle (the dot in the ‘i’) of the Disney logo, or the wavy ‘e’ in Pepsi. No other fonts use these, making them utterly distinct and perfect for a memorable logo!

Finally, Modern fonts (like Helvetica and Politica) are often spaced out, bold and with straight lines. Modern fonts invoke thought of progression and forward thinking. Companies like Hulu and Facebook use these fonts, and as such younger viewers will associate them with tech-savvy businesses.

Choosing the right type of font for your brand is crucial for engagement.

Imagery

Being utterly useless at photography, I’m not one to preach on use of photos. However, just a word to the wise- nowadays people are becoming more and more savvy to the use of stock pictures.

Whereas stock photos are great (and you’ll find many on this site!) when promoting your brand or product, they tend to instil some feelings of mistrust in your viewer.

Much better to take your own pictures and maybe hire an editor if, like me, the camera is not your friend!

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