Colors have a HUGE impact on our emotions. That is why many restaurants and brands use certain colors to make you feel a certain way when you are engaging with them.
We can take a look at this amazing tool, Plutchik’s Wheel of Emotions. Plutchik created this in 1980 as a tool for understanding his psychoevolutionary theory of emotions. You can read the wheel by first recognizing that the main emotions are joy, trust, fear, surprise, sadness, disgust, anger, and anticipation.
Each emotion’s opposites are across from each other.
As the color gets darker, the feeling gets more intense.
Just like a regular color wheel, you can combine certain emotions to result in new ones. For example trust + joy = love.
So before you start worrying about all the details and benefits you offer, start by focusing on HOW you want your audience to feel like when they see your ad or visit your website.
When someone glances at your ad or opens up your website, they see color and images FIRST. That is the first impression! Not the data or details, the colors.
Would you like them to feel anger? Sadness? Interest? Joy? Trust? Fear? Optimism?
Selecting the right color can get help get your audience in the right mood to take in your product’s (or service’s) benefits and details.