Psicología del color en la publicidad

La publicidad utiliza todos los recursos a su alcance para llegar al público con más impacto. Además de texto e imágenes, el color es vital para una marca, ya que además de identificarla puede influir en la respuesta de los consumidores.

Los colores tienen efectos determinados en la percepción y conducta humana, es decir, que no son utilizados al azar, se eligen de acuerdo a la identidad de la marca, sus objetivos, el rubro y el tipo de público.

Cada color genera emociones y cambia estados de ánimo, el truco está en que los consumidores no son conscientes de la influencia que tienen los colores en su actitud hacia la marca.

Si una marca no utiliza los colores de acuerdo a sus necesidades podría tener efectos negativos en la respuesta de sus consumidores hacia el producto. Gran parte de los consumidores toman la decisión de compra en base a lo que ven.

A continuación podrás encontrar cuáles son los efectos de los colores más comunes en la publicidad:

  • ·         ROJO: Estimula el apetito, es el color que más llama la atención, por lo que es muy efectivo en comidas rápidas. Se relaciona con el amor y comercialmente con el Día de San Valentín y Navidad. También se relaciona con el peligro y es utilizado como una alerta en diferentes campañas.
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  • ·         NARANJA: Al igual que el rojo, es muy estimulante, es energía, actividad física, juventud y alegría. Además de marcas comestibles, también es utilizado por productos para jóvenes.
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  • ·         AMARILLO: Es un color cálido, relacionado con lo intelectual y la alegría, además de ser utilizado para llamar la atención de los consumidores en ofertas y rebajas.
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  • ·         VERDE: El color de lo natural, el reciclaje, los productos amables con el medio ambiente, restaurantes de comida saludable, entre otros. Tiene un efecto tranquilizante en los consumidores.
  •  
  • ·         AZUL: Es un color que transmite seguridad, confianza e inteligencia. Es utilizado por marcas tecnológicas, seguros de vida, bancos  y marcas institucionales.
  •  
  • ·         ROSADO: Transmite inocencia, dulzura, bondad y amor. Utilizado por marcas infantiles, postres, productos de maternidad y muchas marcas relacionadas con lo femenino.
  •  
  • ·         BLANCO: Es pureza, transparencia y confianza. No es muy utilizado como color principal  sin embargo, sirve para reforzar la confianza que las marcas quieren transmitir.
  •  
  • ·         NEGRO: Es elegancia, exclusividad y prestigio. Las marcas más caras y exclusivas lo utilizan en su publicidad y diseño de productos.
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  • ·         VIOLETA: Relacionado con la creatividad, la imaginación, la ficción, espiritualidad, lo religioso y el misterio. Se utiliza en marcas infantiles para motivar su imaginación y creatividad.
  •  
  • ·         CAFÉ: Es el color de la tierra, por lo que puede asociarse a lo natural, transmite seriedad, formalidad y equilibrio. Es comúnmente utilizado por marcas naturales.


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