Los colores y el marketing: ¿Influyen en el comportamiento del consumidor?

Sorprendentemente detalles cómo la elección de un buen color para el logotipo de tu empresa o para el diseño de tu página web puede cambiar para bien o para mal el comportamiento del consumidor ante una decisión de compra en tu e-commerce, o ante una llamada directa para una petición de información. Los colores y el marketing están directamente relacionados con el comportamiento del consumidor y así lo han demostrado recientes estudios sobre el tema.

Tu empresa puede tener el mejor producto del mercado, pero si no aciertas a venderlo en las formas, estás perdido. Pueden sorprendernos datos como que el 95% de las marcas mundiales solo utilizan uno o dos colores en el diseño de su marca ya que esto influye en el impacto generado en el receptor del mensaje. O también, que un 33% de ese porcentaje son de color azul. ¿Por qué? Todo está muy estudiado, los colores sí influyen en el comportamiento del consumidor.

[Tweet «¿Sabías qué…? ¡El 33% de las marcas mundiales son de color azul!»]

Como hemos comentado muchas otras veces, la población está sobresaturada a la hora de recibir mensajes por eso tenemos que encontrar en impacto adecuado para emitir el nuestro. Según el Institute for Color Research, los usuarios juzgan un producto en menos de un minuto y medio, y según dicha organización entre un 60% y un 90% de esas personas, emiten sus valoraciones del producto en base al color del mismo.

[Tweet «Tan solo el 13% de las marcas mundiales utilizan el amarillo. ¿Cuestión de superstición?»]

¿Cómo responde la gente ante los diferentes colores usados en publicidad?

Cada color provoca una respuesta en los sentidos del receptor. Por ejemplo el rojo es un color bastante agresivo que provoca una respuesta pasional, o el azul, hace que la gente esté tranquila ya que recuerda al océano y al cielo. De ahí que tantas marcas lo utilicen para sus logotipos. El verde es sinónimo de frescura, de salud, por ello muchas marcas dedicadas a elementos ecológicos y naturales lo utilizan. Es por todo ello por lo que en los últimos años se vienen desarrollando investigaciones sobre los que se han venido a llamar Friendly Colors, que son los colores utilizados en marketing para guiar al usuario a través de la web e intentar ayudarle como si de un camino se tratara para que llegue a un objetivo determinado.

1 septiembre, 2014 By Beatriz Diseño Marketing Publicidad

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Los colores y el marketing: ¿Influyen en el comportamiento del consumidor?

¿Cómo responde la gente ante los diferentes colores usados en publicidad?

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