Psychology of Colours – Are you using them Correctly?
Colour is a powerful tool and subconsciously influences our decisions in everyday life and business. If this is used effectively it will be an invaluable tool to achieve the best response to your marketing and promotional strategies.
Correct use of colours can influence costumers to follow your brand and creat loyalty and increased sales. Subsequently used incorrectly can alienate your potential target audience. Let us see how colours can be an influence on determining the best choices for your business.
This is a strong warm colour which evokes for an action to be taken. It awakens feelings of; excitement, energy, action and strength. It also represents masculine energy alternatively pink, a softer red indicates female energy. It is also a strong warning colour indicating danger and anger. It can emotionally relate to stimulation of your appetite so is good to use with food related businesses such as restaurants and take aways.
This is a flamboyant, warm and vibrant associated with fun, risk taking and free thinking. Psychologically it means optimism, self confidence and very sociable. Orange also works with restaurants and telecommunications, such as Orange mobile network. It gives the image of affordability with the combination of other colours and can give energy when creating for business.
Yellow is a colour which relates to happiness and psychologically it is optimistic and brings brightness into people’s lives, very positive. It encourages creativity and makes it easier for the brain to process logical reasoning and decisions.
Green relates to new beginnings and a peaceful mind. It helps us to see things clearly and balances emotions as well as giving a feeling of calmness. It also encourages a sense of generosity, kindness and sympathy. A dark shade of green can also encourage a sense of exclusivity especially when it comes to luxury cars ( Racing Green) and clothing.
Blue is the most popular colour and the most widely used. It is associated with trust, loyalty and inspiration. It is a calming colour waylaying any fears and tensions and creates a feeling of space.
Blue works well in the corporate world and is related to conservatism. It is favored by accountants, insurance companies and banks where trust is paramount. Some of the younger generation view blue as an indication of being older and being a bit rigid.
Gold has always been associated with wealth, prestige, and luxury. It can give feelings of satisfaction and happiness however it can give you feelings of fear and anxiety. When matched with purple it again portrays luxury, wealth and beauty. Mixed with black it suggests expensive luxury and blue, honesty and being trustworthy. Who can forget Bond’s Gold Finger.
Marketing items in gold will give a high perceived value, however when use on websites it does not translate well and comes out as a dirty yellow giving a negative image.
Brown is associated is a colour which portrays stability, structure and support. It gives the impression of security and safety especially with a sense of family. It relates to loyal hardworking industrial people who are well grounded.
Paired with white it can give the impression of being stylish as in soft furnishings. It is also related to trust in wholesome foods like bread promoting nutrition, health and goodness.
This is a strong emotional colour and is embroiled in mystery and gives the impression of protecting against emotional stress. We use black to hide from the world. It’s used to disguise our obesity through clever use of clothing making us look thinner. Psychologically it means power and selfishness. It can intimidate others and stifle communication.
In any business you need to identify and connect with your target audience in order to sell you products and services. It is imperative therefore to identify and understand which colours will attract your audience.
Educate yourself about the market you intend to target and relate the colours that they will respond to. Sample the market before you commit to a large campaign. Get feedback to which colours give you the best response. Look at the top influencers in your industry to be inspired.
What colours will you choose to make the greatest impact for your company’ image.
Brand You Creative
Creator – Lee Kavanagh on Sep 11, 2018