Have you ever stared out in the deep blue sky and felt an ethereal sense of calm and peace, or looked at a big black SUV and imagined yourself driving it in your finest threads? Why is that? Colour Psychology– the art of understanding the influence that colour has in human behavior, moods and perceptions. It is one of the most effective tactics out there in the marketing realm, utilized by almost EVERY brand you can think of, and we are about to delve a bit deeper into how you can leverage colour to improve your marketing objectives. 

I have my brand colours, how will colour psychology help me? Well, colour helps consumers attach an emotion to a brand, which ultimately affects their perception of your brand. Let’s take a closer look at the influence colour has on consumers. 

• Up to 90% of initial impressions are influenced by colour
• 85% of shoppers buying decision is influenced by colour
• 93% of shoppers focus on visual appearance alone when they consider a purchase.
•  Colour can increase brand awareness and recognition by up to 80%

Incredible how a little splash of colour in the right places can elevate your business to new heights. Now let’s take a look at how colour influences human behavior. 

RED- the colour of fantasy and romance, or is it? According to scientific research, red is a colour that is associated with passion and aggression. It is the colour that evokes a sense of excitement and urgency, well known for increasing heart rate and blood pressure. It is used to draw attention to an impending or exciting issue(eg. A sale or a stop sign). 

Blue- is arguably one of the most preferred colours on the colour wheel. It is well known that blue is a great colour to use to evoke a sense of trust and tranquility. While most people believe that blue is a colour of sadness, it is often used to elicit feelings of security, wisdom and strength. Brands that thrive of providing a sense of social security utilize blue in order to put their consumers at ease ( eg. social media brands like Twitter or Pharmaceutical brands like Grandpa).

Yellow- the colour of joy and happiness. Yellow is well known for evoking a sense of youthfulness and extroversion. It is the colour that stands out the most, and can be used to evoke a variety of positive emotions, from creativity to optimism. A great example of the use of yellow in branding is the Mcdonald’s Arches, perhaps that’s why the famous meal offering is known as a “Happy Meal”. 

Orange – this bright colour is famous for its power in evoking senses of creativity, confidence and courage. Its youthful aesthetic is seen usually in non corporate brands such as Nickelodeon, Oros etc. careful usage of the colour is encouraged, as it can evoke feelings of frustration, deprivation and sluggishness. 

Black – power, tradition, elegance and luxury; these are all elements that are associated with this mysterious colour. Although, through many cultures it is a colour that symbolises evil, over the years the cultural significance of black has transformed to represent esteem and power. Many luxury brands have incorporated the colour into their branding, such as Mercedes, Nike, Sony and many more. 

Now to tie this colorful bow up, it is urged  that colour is an element that requires strategic use in order to reap the full reward. As much as red does invoke a sense of excitement and urgency, it also heightens blood pressure which can cause fear and anxiety. Each colour has to be strategically used to achieve the desired brand goals. A fine example of strategic colour usage in branding would be  Mcdonalds. Imagine the Mcdonalds logo, it uses red and yellow. Red evokes a sense of urgency and excitement, consequently red also stimulates hunger. Paired with the fun and friendly yellow of the arches, these colours strategically communicate what the brand is about, a fun filled place where you can grab a bite to eat (quickly if i may add). 

Be sure to align the colours that you use, with the brand/campaign objectives. While your brand identity may require you to be static (in certain instances), your content across your communication channels shouldn’t. Consider adding colour to your email marketing content (maybe change the colour of your subscription button every once in a while), your social media ads, to better suit your campaign/brand objectives. If the concept excites you, but you have absolutely no idea where to start, book a free chat with us, wed be more than #happytohelp. 

SM

1. The Power of Colour

Consumers use colour in order to attach an emotion to a brand. Ultimately, colour influences the perception that consumers assign to a brand, strategic colour usage in your marketing tactics can improve consumer engagement. 

1. Bright isn’t always right

While using red might be great for grabbing attention, it can also increase blood pressure causing anxiety and fear, which may not be aligned with your brand goals. Creativity is always promoted, but it is important to ensure that colour usage aligns with brand/campaign goals. 

1. Spread the sunshine with a splash of yellow!

Do you want your brand to stand out while not losing that youthful element? Try adding a splash of yellow to your brand, it is the colour known best for promoting positivity and joy.