In marketing every detail matters. While I talk a lot about content in all its various forms, the visual aspect of marketing is a key element. In fact, it is what may engage many potential customers at the start of their journey with your business. From logos to packaging, and even website design, colour plays a huge role in shaping brand identity and evoking consumer emotions and responses. Colour is one of the tools that can elevate your brand message from good to great.
The use of colour in marketing should not just be about personal choice but a strategic decision based on psychology. From the bold red of Netflix to the calming blue of Boots, brands leverage the power of colour to evoke emotions, convey messages, and drive action.
What is colour psychology?
In a nutshell, colour psychology is the study of how colours affect human behaviour. By understanding this and being able to implement it through your marketing strategy can contribute to your success. It shows that every colour has unique associations and triggers distinct emotional responses. Different colours, shades and hues evoke different emotions and make people react in different ways. For example, a large number of financial services brands use shades of blue in their livery as it is associated with calm and trust.
Understanding the impact of colour
The chart below gives a brief overview of the emotions associated with the colours of the rainbow, white and black, the expected response and use by certain industries.
Using the theory in practice
So, colour can be used to elicit emotional responses, but it’s use in marketing goes far beyond that. Consistent use of colour across all the elements of a brand – logo, symbols, visuals and so forth reinforce brand recognition and identity. Reinforcing brand recall like this can strengthen brand associations. An example is the iconic golden arches of McDonald’s, the Nike swoosh, and the calming Facebook blue. Colour can also help a brand stand out from it’s competitors. It can make it memorable and appealing in a crowded marketplace – whether on or offline.
Selecting the right colour palette for your brand is one aspect of the role of colour in marketing. Other considerations include the visual hierarch of the use of colour, especially in the on-screen context. Use vibrant colours to draw attention to elements like calls to action. Then use softer shades for calming backdrops to enhance readability.
A point to note is the cultural difference in colour perception. This is especially importance for global brands. For instance, in Ireland and Europe, white is associated with wedding but in China it is associated with funerals. This is very important to understand and to ensure you have the colour context correct.
I hope this has given you a little idea of the importance of the colour choice you make for your business and your brand. By using the insights colour psychology presents, colour can become a very powerful way to differentiate your brand. It can elevate it above the competition in visibility terms. The right colours can help you create memorable experiences and build emotional connections with your target audience to help you engage with them in their purchasing journey. Building these types of connections leads far greater brand loyalty and repeat purchase.