Colors play a tremendous role in the food industry. Any chef will tell you the visual importance of color combinations when plating food. Vibrant colors are a generally accepted indicator of great taste, and when it comes to advertising, especially online food marketing, colors are indispensable. This is certainly true where your pictures and images are concerned, but what about the rest of your web design? Does it really matter what colors you choose for the different elements on your website?
Indeed, the answer to that question is a resounding ‘Yes! According to DesignAdvisor, 93% of shoppers report visuals as the number one factor influencing their purchase decisions. Studies have shown that different colors tend to affect the human psyche in different ways, often on a subliminal or subconscious level. This effect can have an impact on moods, attitudes, and emotions, which in turn lead to corresponding actions and behavior.
So what exactly are these messages and meanings, and how can you use color psychology to give your online food marketing a boost? Let’s have a look at seven of the most prevalent colors and how they may or may not be suitable for your food-related industry.
7 Colors and their Meanings
· RED – Cherries, Beetroot, Strawberry Jam and Peppers
Red is a feisty color and one patently suited to the food sector. It sends a message of passion and energy, while also suggesting speed and urgency. As a matter of fact, some people even experience an increased heart rate when they see the color red. If you’re in the business of selling fast food, red is a great color to utilize.
· YELLOW – Bananas, Sweet Corn, Custard and Butter
After red, yellow is the next most popular and effective color where food branding is concerned. This bright, cheerful, energetic color is even purported to stimulate hunger pangs, which is ideal when you have something delicious on offer. Spread some warmth and joy while you satisfy your customers’ needs.
· ORANGE – Pumpkin Pie, Carrots, Papaya, and Orange Juice
Another warm and energetic color, orange gives a message of confidence, ambition, and enthusiasm. It symbolizes creativity and youthfulness. It works well for technology and healthcare brands but is not quite as sought after in the food industry. However, before you discard orange altogether, bear in mind that it can be very effective as the color for your CTA button.
· BLUE – Blueberry Pie and Blue Cheese
Although blue is the most common favorite color worldwide, signifying peace, trustworthiness, and tranquillity, it is not particularly popular in the food sector. This is largely due to the fact that there isn’t an abundance of blue foods found in nature. You might be able to use it as an accent color though, or for one of the less prominent elements of your web design.
· GREEN – Cucumber Sandwiches, Pea Soup, Green Tea and Green Smoothies
Green is the color of nature, growth, and health. It gives a feeling of freshness and is a calming, relaxing and soothing color. Green is an excellent choice for food-related companies, especially health conscious ones, focused on organic and environmentally friendly products.
· PURPLE – Aubergines, Mulberries, and Purple Beans
There’s something sophisticated, royal, and even mysterious about this rich and beautiful color. Although it is exceptionally well suited to the health and beauty industry, it can also be used to full advantage in the food sector. This is especially true if you have an upmarket or exclusive range of delicacy products. Purple also combines well with other colors, creating a striking effect.
· PINK – Watermelon, Pink Cocktails, Marshmallows, and Strawberry Milk
No doubt about it – pink is pretty. Pink can be put to good use in certain niches of the food industry. It is a warm and sensitive color which sends a message of sincerity, respect and nurture while also evoking feelings of opportunity and possibilities.
Now that you have these color psychology insights, it’s time to take a good look at your web design and see where you may be able to make a few changes to help enhance your message. Check out this color psychology infographic for more facts and stats to help you spice things up and generate more conversions for your business.