Purple in Marketing – Color Psychology
When you mix together red and blue, what do you get? Purple! Often associated with luxury, power, wisdom, creativity, and magic, it is the balancing color between red and blue’s color psychologies. While red brings intensity and energy to the color, blue brings relaxation and stability, and together they make purple the perfect balance of the two. Color Psychology says that it “can have calming effects over the mind and nerves, it can be uplifting and can trigger creativity.”
As with other colors, different shades have different connotations. Light purple has a more feminine energy, bright purple is associated with richness and royalty, and dark purple represents sadness and frustration, according to Color Psychology.
Within branding, it is not used as often as the primary colors. Out of 100 of the most valuable brands in the United States, less than 5% of the companies use it in their logo. On the color spectrum, it can be a difficult color to work with because it is the very shortest frequency of wavelengths visible to the human eye. While it doesn’t ‘pop’ in the same sense that we think of the attention grabbing nature of yellow or orange, it stands out because it is not used as often as red and blue logos are.
It used to be one of the most expensive colors to reproduce, which is why it is sometimes associated with royalty. These days, this connotation often translates to premium products or services. Associations with wisdom lead it to be used in academic institutions and for search engines.
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Sources: https://blog.designcrowd.com/article/447/-23-purple-power-brands-, http://www.thelogofactory.com/choosing-great-logo-colors-help-brand-selection/, https://www.fatrabbitcreative.com/blog/psychology-of-the-color-purple-and-what-it-means-for-your-business, https://www.colorpsychology.org/purple/