It is no surprise to anyone that colors have various effects on the psychology of those who perceive them and that this fact has been used by marketing and advertising professionals to place their messages more effectively. This has motivated various studies on the subject, especially since the new digital platforms have become an indispensable marketing channel. A study recently published by PLOS One , reveals how colors influence consumers when sharing information on social networks, and concluded that some can make content more viral.
The researchers collected one million images shared on Pinterest and concluded that red, purple and pink generate greater diffusion, while green, blue, black and yellow Czech Republic Phone Number List decrease it. The scientists found that these colors were present in the most “repinned” publications. In addition, those images in black and white have a lower diffusion percentage than those that do use color. “Images that contain color are more likely to be more pleasing to the human eye and therefore can be viewed more favorably,” says the study.
The authors of the research warn that it is not an automatic reaction, but the context within which colors have acquired certain meanings or associations between people. For example, red is associated with fertility and romance and in some cultures it is related to effectiveness, which is why in settings such as sports, many teams wear red uniforms. On the contrary, green and blue are more related to feelings of relaxation or calm. “One interpretation is that Pinterest users are more interested in sharing strong emotions (using red or purple) than calm emotions (using blue or green).
Another interesting finding is that there is a strong correlation between the level of diffusion that an image achieves and its saturation level in terms of color. The more Brother Cell Phone List saturated a photo is, the more likely it is to be shared. One of the applications that the authors attribute to these findings is related to the development of new filters or applications for digital photo editing. “Filters that increase the saturation or warmth of the images will increase the diffusion of the photos.”