To an ordinary person, a colour is just that. To a marketer, colour is a powerful tool that you just cannot afford to get wrong. Especially considering the fact that it’s going to be a key aspect of your brand identity. Did you know you can influence and increase customer conversion rates by understanding the role colour psychology plays in marketing? (A killer company profile also wouldn’t hurt, but that’s just our two ‘c’s.)
Colour psychology is an area of research that looks at how colours affect human behavior and decision-making process. Different hues trigger particular emotions and carry with them different perceptions. So, the choice of colour for your brand or product highly influencers how your audience and the public perceives and relates your brand in general.
- Bold colour that triggers powerful emotions and must be used with caution.
- Creates a sense of urgency – good for clearance sales.
- Influences appetite and is the go to for most fast food chains.
- Increases heart rate and hence used a lot in race cars and lingerie.
- Creates a feeling of warmth and is associated with the sun.
- Most people regard it as ‘cheap’.
- Perceived to be fun and light.
- Associated with youthfulness, happiness and sunshine.
- Often used to grab attention of window shoppers.
- Associated with energy and increases metabolism.
- If used in a website or brand graphics wrongly, Yellow can strain the eyes which causes eye fatigue.
- Synonymous with health hence associated with “healthy” brands like pharmaceuticals and organic food.
- Often linked with balance and growth of power –banks, military, money.
- Green also represents life and has a calming effect.
- Encourages creativity in a working environment.
- Is among the most liked colour because it has a calming effect on the mind.
- Brings a sense of trust and dependability and associated with banks, legal and corporate businesses.
- Tends to suppress appetite because there are no natural blue foods in nature.
- Blue communicates strength and wisdom.
- Often associated with superiority, luxury and royalty.
- Is often used for most beauty and anti-aging products because it has a calming and soothing effect.
- Shades of purple can be moody but in contrast, tints of purple can be used for femininity.
- Mot importantly, purple should be used in moderation because it can trigger introspection.
- Often associated with femininity.
- It is a colour of universal harmony and emotional balance.
- Magenta is also an inspiring and positive colour that represents hope.
- Can be used to pop an aspect of youth to a formal brand and is attractive to non-conformists.
- Black symbolizes power, authority and control.
- When used in packaging, black makes a product appears to be expensive and also heavier.
- Has a sense of mystery and secrecy, therefore, in small amounts creates confidence without being overpowering.
- It’s a great colour for high contrast and easy eligibility because it lacks the absence of any other colour.
In marketing, the main role of colour psychology is to attract customers and influence their consumer behavior. According to a report on the Psychological Impact of Colors In Marketing 90% of product judgments made by people are solely based on product colour. Furthermore, it takes about half a second to notice a certain product and about 90 seconds for product purchase to be made.
So the next time you are launching a product or a campaign, think twice about its visual representation because it is a crucial deciding factor in the purchase journey! And while we’re at it, don’t forget to consider your choice of colours in other brand design aspects such as your UI/UX design.
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