Colour Psychology

When establishing business strategies, colour is very important. We often don’t realise colour affects our lives in so many ways. It has a major impact on the choices we make, the stationery we use, the packaging we buy, our retail store or office, and in our marketing or clothing we wear. Down to how our customers remember us as a brand/company. Colour effects people’s emotions, and by understanding your customer’s connection to certain colours, this will increase the effectiveness of your branding and marketing campaign strategies.

People make a subconscious judgment about a product in less than 90 seconds of viewing, and a majority of these people base that assessment of the colour alone. Even if the product is flawless and provides them with a solution. If they do not like the colour, they will not buy it. 85% of consumers who look at the colour of the product find that the primary reason why they buy that particular product is due to the colour and 80% of people believe colour increases brand recognition.

By understanding the meaning of colour can give you an invaluable tool to get the best response from your marketing and promotional efforts.

When applying colour to enhance your marketing, remember to not use any colour entirely on its own; it is always best to use a complementary colour with your main brand colour as when you use one colour it can negate its effect and in fact have the opposite effect.

There are plenty of colour combinations and we will go through these in another article in detail. For now we will go through the meaning of each colour below:

Red: is always used in sales, as a call to action colour. It provides high energy, strength and draws attention to itself. It can also be seen as a high arousal colour, often stimulating people to take risks. It stimulates feelings of power, energy, passion, love, aggression, or danger.

Orange: is a colour of adventure, it inspires and creates enthusiasm. It is social, optimistic and has the feeling of affordability. It also stimulates feelings of energy, balance, and warmth.

Yellow: is an illuminating and uplifting colour. It stimulates analytical processes and assists with mental clarity.

Green: is associated with health, nature, healing and inspires compassion. It is often associated with the coolness of leaves, good luck and jealousy.

Turquoise: is a colour of balance, it inspires good communication and self-expression.

Blue: is the safest colour to use, as it implies honesty, trust and dependability. It is often associated with the coolness of the sea and sky. It is a calming colour that stimulates a feeling of security.

Indigo: is a powerful and strong colour, it conveys integrity and sincerity. It is associated with structure and rituals.

Purple: implies wealth, success, quality, fantasy and creativity. It stimulates feelings of spirituality, mystery and royalty.

Magenta: is a practical yet spiritual colour. It stimulates compassionate and kind feelings, and encourages a balanced outlook based on common sense.

Pink: inspires compassion and nurturing. Often used in feminine businesses, as it is a non-threatening colour.

Gold: is the colour of value, luxury and prestige. It reflects beauty, generosity and wisdom.

Silver: is a modern and sophisticated colour, it is calming yet uplifting and has a degree of mystery about it.

Black: is the colour of power and authority. In excess black can be intimidating and unfriendly.

White: is like a blank canvas waiting for creative stimulation. It is simple, fair and in order.

Grey: is a neutral and conservative colour that implies security and reliability. It creates a great background for other colours.

Brown: is a strong colour. It reassures comfort and reliability. It relates well to businesses that promote down-to-earth and outdoor products/activities.

Watch this space for the continued version of this article; colour combinations.

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