Color psychology in design and how it affects your brand perception – Part 1

Color psychology in design and brandingWe all know that graphic design is an art that needs strong knowledge and vision to create engaging artwork. It is a type of work that primarily thrives on creativity, as well as a vast knowledge of customer requirements.

Mastering both of these things, you can create designs that can not only look attractive, but can also win customers attention.

Whether you are designing different types of car brand logos or simple banners, you need to keep the demands of stakeholders in mind. This requires you to understand the concept of the business, and what market they are trying to target. 

Many times, people complain that their designers have not done the right job. This basically happens because of the lack of connection between them. It is a known fact that designing requires strong knowledge about the requirements of customers. In fact, it also needs you to understand their backgrounds and how their services are different from others. 

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Knowing these factors perfectly strengthens your design psychology, allowing you to see and brainstorm things accurately. It helps you to understand what your customers want and how you should create them. This simplifies half of your work and doesn’t let you be confused in trying out so many things. 

With the proper understanding, you can bring perfection in your designs without going through too many revisions. In this article, we will explore 6 key points that will help us to understand the design requirements of customers. 

  1. Gestalt Principles
  2. Instinctual Reaction to Visual Design
  3. Colors that Evoke the Right Emotions
  4. How Many Choices Are Too Many?
  5. Leveraging the “Isolation Effect” to Stand Out 
  6. Recognition over Recall 

But, before moving into these points, let’s first understand the role of customer psychology in design below. 

The Role of Customer Psychology in Design

Being a designer, you would have the knowledge that customers are the first thing you need to focus on. Their design requirements basically tell about their psychology and how they want to market the products/services using impactful designs.

Understanding customer psychology gives you benefits in a lot of ways. It saves your time and makes you focus on the precise elements that are required in the suggested design. This simplifies your brainstorming process and gives you spectacular ideas directly relevant to the design.

Today, the need for user-focused design is rising dramatically in the world. The reason for this huge change can be understood by realizing the importance of customers. Every brand knows that its brand identity survival is only possible with the continuous rise of the customers’ pool. Hence, they need to focus on particular things that can help them to engage people regularly.

A perfect visual design is the first thing these businesses keenly focus on to attract more customers. They prefer services from those designers that can increase this gap and provide design solutions according to that.

Now, as a designer, it becomes your responsibility to understand what these clients are asking. You need to think deeply about their requirements and why they are asking for such elements in the design. This requires you to be instinctively smart in knowing the actual design requirements of the market. You need to think deeply about how the customers react when they see any design, and then plan according to that.

To understand this, let us take a detailed look at how designs can connect with the customers on a deeper level. 

Design that Connects with Customers

To master the art of designing that connects with customers, you need to understand their psychology first. It is the basic thing that can engage them towards the design, provided you’ve crafted it with the right elements. 

A famous American researcher Donald Arthur Norman described the deeper connection of design with customers in his book “The Design of Everyday Things”. He writes that design is a way of communicating your thoughts to the audience. It should always be engaging and insightful, giving people a good view of what your product or service can do for them.

This could be done by having a deeper understanding of the audience to which your design is related. You need to analyze their psychology, as what they like/dislike and how they perceive different elements present in a design. 

Having this smart analysis, you can build creative designs right according to their buying psychology. You can add those things in your logo, banners, etc. that can compel them. This will give you a great opportunity to connect your designs with the customers and attract them properly towards the offered products/services. 

Design that Generates Conversions

When your design is able to connect with customers, it will automatically lead them to conversion. But to do so, you need to add a few things that can encourage their buying instincts. As a designer, you would know this thing will work because of understanding their psychology.

To create a conversion-focused design, you need to showcase the solution, not just a random art. For instance, a ride-hailing app design will not work if it will only show a car or taxi. It will work when you will illustrate the convenience of booking a car with the help of a handheld smartphone.

That is how you can bring creativity as well as a factor of engagement in your designs. This type of artwork not only creates connection, but also compels people to show true interest in a relevant service or product.

Stay with us, in Part 2, we will discuss a number of important design ideas to understand customer needs.

Tags: branding, Color psychology, Customer psychology, design,
Color psychology in design and branding

Graphic Designer,

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