Psikologi Warna dalam Marketing dan Branding 5/5 (1)

Psikologi Warna dalam Marketing dan Branding

Psikologi Warna dalam Marketing dan Branding

Kali ini ada pembahasan lain untuk psikologi warna lain, namun lebih ke arah marketing dan branding.

Psikologi warna yang berkaitan dengan persuasi adalah salah satu yang paling menarik (dari segi aspek marketing) dan paling kontroversial.

Mengapa menarik?

Anda sering melihat iklan campaign dari perusahaan tertentu yang memberikan kesan wow? Kira-kira apa yang bisa membuat orang sampai berdencak kagum? Apakah dari layout, pesan yang disampaikan, atau ambassador yang digunakan?

Semuanya benar, namun yang perlu Anda ketahui. Sebuah iklan campaign yang baik sekalipun tidak akan ada artinya jika tidak memiliki unsur psikologi warna di dalamnya.

Artikel kali ini akan mengajak Anda untuk memahami lebih jauh tentang psikologi warna dalam marketing dan branding.

Mulai dari kesalahpahaman sekitar psikologi warna sampai dengan koordinasi warna dan konversi.

Anda penasaran? Mari segera kita mulai pembahasannya.

Kesalahpahaman Seputar Psikologi Warna

Sebuah penelitian menunjukkan, kemungkinan karena preferensi pribadi, pengalaman, pendidikan, perbedaan budaya, dan konteks akan sering memberikan pengaruh warna secara individual terhadap diri kita.

Jadi jika ada gagasan yang menyatakan bahwa warna seperti kuning atau ungu mampu membangkitkan semacam emosi hiper-spesifik, itu diibaratkan seperti Anda sedang mencoba untuk membaca garis tangan yang belum tentu akurat.

Lalu bagaimana Anda dapat mengetahui apakah yang telah Anda pilih sudah sesuai? Cara untuk memastikannya adalah dengan sering praktik dalam memilih warna.

Pentingnya Warna dalam Branding

Mari kita membahas soal branding, yang merupakan salah satu isu penting berkaitan dengan persepsi warna.

Terdapat banyak sekali upaya untuk mengklasifikasikan respon konsumen terhadap warna-warna individu yang berbeda seperti gambar di bawah ini :

psikologi warna

  1. Kuning adalah warna dari matahari. Sangat mudah untuk dipahami mengapa kuning membangkitkan perasaan optimisme, kejelasan, dan kehangatan. Kuning juga merupakan warna yang kaya, seperti warna yang ada pada emas dan harta karun.

Warna terang seperti kuning data menonjol bahkan ketika ia digunakan di lingkungan yang ramai.

  1. Oranye adalah warna yang tidak membiarkan siapapun lewat tanpa melihat kearahnya. Warna oranye mengirimkan pesan yang mengatakan, “Saya tidak takut untuk menjadi pusat perhatian.” Oranye melambangkan antusias, percaya diri dan gembira.

 

  1. Merah benar-benar dapat menaikkan denyut nadi orang ketika mereka melihat warna merah. Ini adalah warna yang kuat yang hangat, menarik, seksi, dan mendesak. Ini adalah warna darah dan asmara, simbol stop dan mawar klasik.
  2. Ungu adalah warna kerajaan. Warna ini memunculkan gambaran keagungan, kemewahan, dan mistisisme. Ini akan mengaktifkan imajinasi dan memikat mata. Merek memanfaatkan ungu ini, akan membuat getaran “segala sesuatu adalah mungkin” untuk menarik customer yang mencari sebuah pengalaman luar biasa.

Bukan hanya itu, ungu disertai dengan arti kebijaksanaan.

  1. Yang harus Anda lakukan adalah duduk di tepi lautan pada hari yang cerah atau menatap ke langit tanpa cela untuk mengetahui biru yang merupakan warna yang menenangkan. Biru menyampaikan perasaan kekuatan, kehandalan, dan ketenangan.
  2. Bumi mungkin planet biru, tapi ada banyak warna hijau juga di dalamnya. Hijau tenang dan damai, dan menyampaikan gagasan pertumbuhan.
  3. Secara teknis, hitam dan putih bukanlah warna. Hitam merupakan ketiadaan warna, sedangkan putih adalah kombinasi dari semua warna.

Hitam melambangkan profesional dan kredibel, tapi bisa tegang juga. Putih melambangkan bersih dan murni.

Memadukan mereka secara bersama-sama untuk membuat logo akan memberikan kesan abadi, indah dan juga mencolok.

Abu juga berperan penting dalam dunia logo. Perak juga berwarna abu-abu dan warna ini melambangkan netral.

Sebenarnya warna itu tergantung pada pengalaman pribadi yang akan diterjemahkan secara universal ke perasaan tertentu.

Akan tetapi, pola pesan yang lebih luas dapat ditemukan dalam persepsi warna.

Di dalam sebuah study “Dampak Warna pada Marketing,” peneliti menemukan bahwa 90% orang akan mengambil keputusan secara cepat untuk mengambil sebuah produk atau tidak karena berdasarkan warna, tergantung dari produknya.

Mengenai peran yang dimainkan warna dalam branding, hasil dari penelitian lain menunjukkan bahwa hubungan antara merk dan warna bergantung pada kesesuaian yang dirasakan dari warna yang digunakan untuk merk tertentu (apakah warna yang “cocok” untuk membuat produk terjual?).

Selain itu, penelitian berjudul “Merah yang Menyenangkan dan Biru yang Kompeten” juga mengkonfirmasi bahwa pembelian sangat dipengaruhi warna berkaitan dengan bagaimana merk dipersepsikan; warna mempengaruhi bagaimana customer melihat “kepribadian” dari merk yang bersangkutan.

Sebagai contoh, siapa yang ingin membeli sepeda motor Harley Davidson jika mereka tidak mendapatkan kesan bahwa Harley sangat tangguh dan keren?

Studi tambahan telah mengungkapkan otak kita lebih memilih merk yang telah dikenal, warna juga menjadi elemen penting ketika menciptakan identitas merk.

Satu artikel jurnal juga menunjukkan bahwa penting bagi merk-merk baru untuk memilih warna yang akan membedakan mereka dari kompetitor.

Ketika saatnya untuk memilih warna yang “sesuai”, penelitian telah menemukan bahwa memprediksi reaksi konsumen terhadap kesesuaian warna jauh lebih penting daripada warna individu itu sendiri.

Jika pemilik Harley membeli produk agar merasa maskulin, berarti warna yang dipilih telah bekerja dengan baik karena dapat bermain dengan emosi itu.

Psikolog dan profesor Stanford Jennifer Aaker telah melakukan studi tentang topik ini, yang berjudul “Dimensi Kepribadian Merk” menunjukkan 5 dimensi inti yang berperan penting dalam kepribadian merk.

Merk kadang-kadang dapat memiliki 2 karakteristik, tapi kebanyakan didominasi oleh satu saja.

Sementara warna-warna tertentu memberikan gambaran karakteristik (misalnya, coklat dengan ketangguhan, ungu dengan kecanggihan, dan merah dengan kegembiraan), hampir setiap studi akademis pada warna dan merk akan memberitahu Anda bahwa akan jauh lebih penting ketika warna dapat mendukung personaliti yang ingin Anda tampilkan.

Anda perlu teliti dan mempertimbangkan dalam membuat pernyataan umum seperti “hijau berarti tenang.”

Tidak terdapat konteks di dalamnya karena hijau digunakan untuk merk isu lingkungan, seperti Seventh Generation, tetapi di lain pihak, warna hijau digunakan untuk sebuah merk financial space seperti Mint.

Dan sementara coklat mungkin berguna untuk memberikan daya tarik tangguh, lihat bagaimana warna coklat dapat bekerja dengan baik ketika Saddleback Leather menggunakannya.

Bila berada dalam konteks lain, coklat dapat digunakan untuk menciptakan perasaan hangat seperti Thanksgiving atau untuk membangkitkan nafsu makan seperti pada setiap iklan cokelat yang Anda lihat.

Catatan :

Tidak ada pedoman yang jelas untuk memilih warna merk Anda. “semua tergantung” adalah jawaban yang frustasi, tapi itulah kebenarannya. Namun, memberikan konteks pada warna adalah suatu pertimbangan penting. Yang terpenting dalam menciptakan merk atau produk adalah menyampaikan perasaan, mood, dan image.

Tren Warna untuk Pria dan Wanita

Salah satu yang menarik dari topik ini adalah karya Joe Hallock pada “Pembagian Warna.”

Data Hallock ini menampilkan beberapa preferensi yang jelas dalam warna-warna tertentu pada gender (sebagian besar respondennya berasal dari masyarakat Barat).

Poin yang paling penting dalam gambarannya adalah kekuatan warna biru di kedua jenis kelamin dan perbedaan warna ungu di antara kedua grup.

Anda harus memperhatikan hal penting, satu lingkungan hidup (terutama persepsi kultur) memainkan peranan yang kuat dalam mendikte warna yang sesuai untuk jenis kelamin, dan pada akhirnya akan mempengaruhi pilihan individual.

Perhatikan, laporan ini diambil dari sebuah majalah Smithsonian, merinci bagaimana biru dan merah muda berhubungan dengan anak laki-laki dan perempuan.

Berikut adalah hasil temuan Hallock :

Warna Favorit Pria dan Wanita

5-17-fav-colors

Warna Favorit Terkini Pria dan Wanita

5-17-least-fav-colorsPenelitian tambahan dalam studi tentang persepsi warna dan preferensi warna menunjukkan bahwa ketika datang ke shades, tints, dan hues, pria umumnya lebih memilih warna-warna berani sementara wanita lebih memilih warna lembut.

Dan juga, pria lebih mungkin untuk memilih warna shades sebagai favorit mereka (warna yang ditambah dengan hitam), sedangkan wanita lebih mudah menerima warna tints (warna yang ditambahkan dengan putih).

Koordinasi Warna dan Konversi

Prinsip psikologis yang dikenal sebagai Efek Isolasi menyatakan bahwa barang yang menonjol lebih mungkin untuk diingat.

Penelitian jelas menunjukkan bahwa peserta mampu mengenali dan mengingat barang yang jauh lebih baik (berupa teks atau gambar) ketika terang-terangan terlihat menonjol dari sekelilingnya.

2 studi pada kombinasi warna yang satu mengukur respons estetika dan lain melihat preferensi konsumen, juga menemukan bahwa sementara sebagian besar konsumen lebih memilih pola warna dengan warna yang sama, mereka memfavoritkan palet dengan aksen warna yang sangat kontras.

Dalam hal koordinasi warna, ini berarti menciptakan struktur visual yang terdiri dari dasar warna analog dan mengkontraskan mereka dengan aksen warna pelengkap (atau tersier) :

5-17-colors-alt

Cara lain untuk memikirkan hal ini adalah dengan memanfaatkan latar belakang, dasar, dan aksen warna, seperti yang dilakukan oleh desainer Josh Byers di bawah ini.

Tujuannya untuk membuat tahap demi tahap di situs Anda yang “melatih” customer dalam hal menentukan warna mana yang mendorong mereka agar melakukan sebuah tindakan.

5-17-guideMengapa hal ini penting? Meskipun Anda mungkin mulai merasa seperti dekorator interior setelah membaca bagian ini, memahami prinsip-prinsip akan membantu Anda dalam menjaga dan mengoptimalisasikan tingkat konversi.

Coba Anda perhatikan contoh berikut ini.

5-17-ctaDari gambar di atas, perubahan warna tombol dari hijau ke merah akan mendorong konversi.

Perubahan tombol menjadi warna merah mendorong konversi sebesar 21%. Namun, kita tidak bisa membuat asumsi tergesa-gesa tentang “kekuatan warna merah” dalam isolasi.

Warna palet hijau untuk call to action jauh lebih menyatu dengan page dibandingkan dengan warna merah yang kontras dan terlihat menonjol pada page.

Ada bukti tambahan mengenai efek isolasi dalam tes multivarian, termasuk salah satunya yang dilakukan oleh Paras Chopra yang dimuat pada Majalah Smashing.

Chopra menguji untuk melihat bagaimana ia bisa mendapatkan lebih banyak download untuk program PDFProducernya, dan memasukkan variasi berikut pada tesnya :

5-17-downloadAnda dapat menebak kombinasi mana yang performanya paling baik? Berikut hasilnya :

5-17-resultsContoh nomor 10 mengungguli yang lain dengan margin besar. Ini mungkin bukan suatu kebetulan yang menciptakan kontras dari semua contoh.

Anda akan melihat bahwa teks PDFProducer kecil dan memiliki warna abu-abu yang ringan, tetapi pada bagian teks tindakan (“Download For Free”) fontnya besar dan berwarna merah, menciptakan kontras yang dibutuhkan untuk konversi yang tinggi.

Pertimbangan terakhir tapi yang penting adalah bagaimana kita mendefinisikan “sukses” untuk tes tersebut.

Lebih banyak sign-up  atau lebih banyak klik hanyalah sebagai pengukuran tunggal. Hal ini sering menyesatkan para marketer yang mencoba permainan hanya karena dapat dengan mudah diukur.

Mengapa Orang Lebih Suka “Sky Blue” dibanding “Light Blue”

Meskipun warna yang berbeda dapat dirasakan dalam cara yang berbeda, nama deskriptif untuk warna juga penting.

Menurut sebuah studi yang berjudul “A rose by any other name” ketika subjek diminta untuk mengevaluasi produk dengan nama warna yang berbeda, seperti makeup, nama yang indah jauh lebih disukai dan dipilih.

Misalnya, sebutan “mocha” ditemukan secara signifikan lebih menyenangkan untuk didengar daripada “cokelat,” meskipun faktanya bahwa subjek yang ditampilkan dengan warna yang sama.

Penelitian tambahan menemukan bahwa efek yang sama berlaku untuk berbagai macam produk : konsumen menilai warna cat yang telah dinamai dapat memberikan kepuasan untuk mata mereka.

Hal ini juga telah menunjukkan bahwa nama warna yang lebih tidak biasa dan unik jauh lebih menarik. Misalnya, warna crayon dengan nama seperti “razzmatazz” lebih mungkin untuk dipilih jika disebut dengan “lemon yellow.”

Temukan Palette Anda!

Sekarang Anda sudah dipenghujung artikel.

Sepertinya memang tidak ada contekan untuk memilih warna yang sempurna dan kita telah mengangkat lebih banyak pertanyaan lain daripada jawaban.

Kebenarannya adalah kita mungkin tidak pernah memiliki jawaban yang pasti.

Yang bisa Anda lakukan adalah mempelajari lebih banyak lagi tentang psikologi warna atau Anda bisa menggunakan bahan penelitian yang ada untuk menantang praduga dan untuk mengajukan pertanyaan yang lebih baik

Itu adalah salah satu cara yang konsisten untuk mencapai jawaban yang lebih baik.

Semakin banyak Anda mempelajari dan praktik, semakin besar kemungkinan Anda akan menemukan palette yang tepat untuk marketing dan branding Anda.

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