The Psychology of Colour in Marketing and Branding

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Amazingly, colour has an influence that affects every aspect of our lives. So much so, that more and more incredible products are being developed to help colour blind people experience a sense of normality – when it comes to colour.   psychology of colour in branding

Colour is an element of our daily lives that we take for granted on every level. Colour affects our emotion, behaviour and even product choice. It is not surprise then that the colours we use on our logo’s and branding has a massive psychological influence.

Can you imagine if Coca-Cola was green or purple, or if Lego was all black? How differently would we respond to and use these products? Happy face enoji’s are not yellow because the designer liked the colour, but because if you use a good designer, you will know that most designers have spent considerable time learning and understand the psychology and influence of colour. Yellow is a happy colour!

Studies of the theory, both scientific and non-scientific, are aplenty.

The colours you choose to represent your brand are important because they will undoubtedly influence the message you are conveying.

 

brand recognition

 

Colour psychology is the study of hues as a determinant of human behaviour. Colour influences perceptions that are not obvious, such as the taste of food.

What are the happiest colours in the world?

 

 

Warm colours. Red, orange and yellow are next to each other on the wheel and are all warm colours. Warm colours often evoke feelings of happiness, optimism and energy. However, yellow and orange can also slightly irritate the eyes and red can increase a person’s appetite. Your designer should know when to incite the best of your emotions!

 

brands by colour

What do colours mean for brands?

Red – For Danger, Passion, Excitement & Energy

Orange – Fresh, Youthful, Creative & Adventurous

Yellow – Optimistic, Cheerful, Playful & Happy

Green – Natural, Vitality, Prestige & Wealth

Blue – Communicative, Trustworthy, Calming & Depressed

Purple – Royalty, Majesty, Spiritual & Mysterious

Many studies on the relationship between colour and branding reveal that up to 90% of snap judgements made about products can be based on colour alone, that colours influence how consumers view the ‘personality’ of the brand in question, and that the relationship between brands and colour hinges on the perceived appropriateness of the colour being the right ‘fit’ for the brand.

How do Colours Influence People?

 Red – Creates a sense of urgency, which is good for clearance sales

Blue – The preferred colour of men, tranquillity, and calm

Green – Associated with health, tranquillity, power, and nature

 Purple – Commonly associated with royalty, wisdom, and respect

Orange & Yellow – Cheerful colours that promote optimism

brands by colour

Brands by colour

Red – Creates a sense of urgency, (good for clearance sales, danger, intimidate action). Encourages appetite, thus is frequently used by fast-food chains. Physically stimulates the body, raising blood pressure and heart rate, associated with movement, excitement, and passion.

Blue – The preferred colour of men. It’s associated with peace, water, tranquillity, and reliability. Blue provides a sense of security, curbs appetite, and stimulates productivity. The most common colour used by conservative brands looking to promote trust in their products.

Green – Associated with health, tranquillity, power, and nature. Used in stores to relax customers and for promoting environmental issues. Green stimulates harmony in your brain and encourages a balance leading to decisiveness.

Purple – Commonly associated with royalty, wisdom, and respect. Stimulates problem-solving as well as creativity. Frequently used to promote beauty and anti-ageing products.

Orange & Yellow – Cheerful colours that promote optimism. Yellow can make babies cry, while orange can trigger a sense of caution. Used to create a sense of anxiety that can draw in impulsive buyers and window shoppers.

Black – Associated with authority, power, stability, and strength. Often a symbol of intelligence, but can become overwhelming if used too frequently.

Grey – Symbolises feelings of practicality, old age, and solidarity. But too much grey can lead to feelings of nothingness and depression.

White – Associated with feelings of purity, cleanliness and safety. Can be used to project an absence of colour or neutrality. White space helps spark creativity since it can be perceived as an unaltered, clean state.

If you feel your brand can do with a colour-makeover, please get in touch. We know a thing or two about colour and branding. If you think you know someone who would enjoy our article, please go ahead and share it!

Call Karin on +44 (0) 1425 205403 and say hello.