Tutti abbiamo un colore che ci attira, che ci fa sentire meglio, che cambia l’umore della nostra giornata.
Non è un caso: il potere che il colore esercita sulla nostra mente è forte. Basti pensare che di un’immagine la prima cosa che percepiamo è il colore; e solo successivamente identifichiamo le forme.
Qualcosa di così potente non poteva venire sottovalutato dal mondo del web, e infatti gli effetti del colore sulla mente sono stati studiati e applicati alle tecniche di marketing e web design.
Il colore nel marketing
Ecco che allora il colore diventa uno strumento portentoso da sfruttare quando vogliamo parlare del nostro brand a un livello più inconscio. Ad ogni colore la sua emozione, potremmo forse dire; ed è su questa leva che si punta, nel marketing, per suscitare alcune emozioni riguardo ai prodotti e per portare alla vendita degli stessi.
Lo stesso discorso vale per la costruzione di un sito web: i colori dovranno accordarsi con i valori e i prodotti proposti dal brand.
Vediamo dunque a cosa corrispondono i diversi colori.
Il significato del colore rosso
Tutti sappiamo interpretare a livello istintivo un segnale stradale rosso: attenzione, pericolo. Il rosso mette in allerta, scatena sensazioni forti con immediatezza.
Allo stesso tempo è il colore che associamo all’amore e alla passione: anche in questo caso si tratta di sensazioni forti, che generano contrasti.
Possiamo dire che al rosso non si rimane indifferenti. È il colore della leadership, di chi vuole distinguersi: ad esempio il logo della Coca-Cola, o di Netflix. E per passare all’ambito digital, Veronica Benini, aka Spora, ha puntato, per migliorare la riconoscibilità del suo personal brand, proprio su una particolare tonalità di rosso.
Il significato del colore giallo
Anche in questo caso, il giallo è un colore che richiama l’attenzione di chi guarda. A differenza del rosso, però, il giallo ha una carica meno ricca di contrasti, e legata alla positività e all’entusiasmo. Non è un caso che sia il colore associato al sole, all’estate, alla felicità.
Viene usato dai brand che si riconoscono in questi valori e che vogliono trasmettere un’idea di vivacità e allegria: ad esempio, il marchio di McDonald’s è giallo.
Il significato dell’arancione
Come il giallo, anche l’arancione è un colore legato al dinamismo, ma in chiave più giocosa. È un colore poco aggressivo, adatto a chi vuole comunicare valori positivi ma amichevoli, senza quella carica dirompente del giallo o del rosso. Brand come EasyJet, Etsy o Google Blog hanno infatti il logo arancione.
Il significato del viola
Il viola, nelle sue sfumature più o meno accese, è il colore della creatività. Dà l’idea di qualcosa di completo, intelligente e fantasioso al tempo stesso. Non a caso il logo di Yahoo è viola.
Il significato del colore blu
Il blu, o azzurro, è il colore che d’istinto associamo al mare e alle sensazioni che il mare suscita: calma, tranquillità. Tuttavia è anche il colore più usato per comunicare affidabilità e sicurezza. Proviamo a pensarci: di che colore sono i loghi di molti marchi di prodotti elettronici? Dalla Samsung alla Philips si usano diverse sfumature di blu. E non a caso, è anche il colore scelto per il logo di Linkedin, il social dedicato al lavoro, e di Facebook, che ai suoi esordi si prospettava sì come una novità, ma come una novità in cui potersi sentire “a casa”.
Il significato del verde
Se vediamo un’insegna verde, la prima cosa a cui pensiamo è una farmacia, molto probabilmente, o un negozio di articoli sanitari. Il verde infatti, oltre ad essere collegato alla natura, e per questo venire utilizzato spesso in marchi legati all’ecologia, è associato alla salute e al benessere.
È il colore della calma che non perde però energia; il verde infatti stimola l’attenzione, ed è legato all’idea di crescita personale.
Il significato del nero
Quando ci vestiamo di nero, spesso lo facciamo perché è il colore che associamo ad una sorta di divisa. Si dice che “il nero va su tutto” perché dà sicurezza o dà l’idea di concretezza e professionalità. Il logo della Apple è nero, e così anche quello di testate giornalistiche come il New York Times. Non solo: tradizionalmente molti brand di lusso utilizzano il nero per i loro loghi – pensiamo solo a Prada o Chanel.
Il significato del multicolor
L’uso del multicolor merita un capitolo a parte. Il più famoso marchio multicolor è senza dubbio quello di Google, subito seguito da Microsoft e Ebay. La scelta di usare i colori primari per questi loghi non è affatto casuale; risponde anzi alla necessità di rappresentare l’inclusività e l’apertura al futuro dei brand che lo usano. In questo caso il messaggio dei colori non si limita a suscitare un’emozione riguardante il prodotto, ma cerca di far passare anche il valore etico dell’azienda che usa un marchio multicolor.
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