Color preferences are subjective, but it's still important to understand them from a marketing perspective. There's often a gender divide when it comes to the colors that male and female shoppers tend to like or dislike – and that can make a big difference in your marketing strategy.
Blue! In a study done for JoeHallock.com that surveyed the color preferences of 232 people from 22 countries, blue was the clear winner. The official results were:
When the study separated results by gender, however, they found that blue was far more popular among men than women. While 57% of men listed blue as their favorite color, just 35% of women did so.
Another major disparity between the genders was the color purple. While 23% of women chose purple as their favorite color, it didn't even garner 1% among men. It's also interesting to note that 14% of both men and women listed green as their favorite color, and 5% of both men and women listed orange as their preferred color.
Color psychology can help you decide which hues could make your brand stand out and which ones could increase the likelihood that customers will buy from you. Research shows that, 60% of the time, color alone determines whether or not someone will be attracted to a message. And that color also increases brand recognition by up to 80%.
An easy way to see what the predominant colors are in various industries is to visit a local grocery store. As you walk through various aisles, you'll see which colors are used most often for packaging, as well as in-store signage, in order to get your attention and entice you to buy.
James Archer analyzed 456 brand colors to determine the top 50. Though Archer assigned each one a Crayola Crayon color, if we consider them through the color categories from the study mentioned above, the 10 most popular were:
When it comes to brand colors, it's important to remember that it's not a popularity contest. As you research the meaning of color, you may find that a less popular tone like orange, often noted for warmth and energy, is right for your logo, packaging or marketing collateral. Likewise, although yellow wasn't identified as a commonly preferred hue in the study, it's one of the most attention-getting colors, second only to red.
Another factor to consider when you choose colors for your logo, website or marketing materials is your unique audience, whose preferences may differ from those of other studies. Since choosing brand colors is part preference and part science, your own favorite colors might actually be ideal for your brand.
Did you incorporate your own favorite colors into your business? How do your brand's color choices relate to the favorite colors of people overall or based on gender differences? Let us know in the comments below!
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