Colour psychology in marketing and branding is usually portrayed in splashy infographics that seldom go beyond Look ‘n Tell levels of coverage, despite the fact that psychology is a subject of emotional complexity. In this article, we will analyse the influence of colour in branding and advertisement.
The Power of Colour
The study of how colours impact people's perceptions and behaviours is known as colour psychology. Every colour has a personality and create a feeling, which is why choosing the right logo colour can make or break your business.
Colour psychology in marketing and branding is concerned with how colours influence customers' perceptions of a brand and whether or not they convince them to accept particular products or make a purchase.
Numerous researches have been performed on the topic of colour and its relationship to marketing and branding. Some of the results of that observation are:
- 85 percent of shoppers' buying decisions are influenced by colour.
- Around 62% to 90% of product assessments are focused solely on colour.
- Colours raise brand recognition by 80%.
We hope now you know why it’s important to get it right.
So How does colour work?
Colour has importance in our life, in particular, are used to visually express elements of a brand. The first effect of colour on us is solely physical, and is dictated by how the human eye and brain process light; in other words, how apparent a specific colour makes something look.
In 2015, the internet lost its collective mind over an image of an unattractive dress. The people were divided over whether the dress was white and gold or blue and black. How could things as seemingly inarguable as colour be so deeply questioned?
The solution, it turns out, is found at the crossroads of colour psychology and brand identity. Choosing brand colours is a mix of science and art. Every woman recognizes that wearing a black dress makes her appear thinner than wearing a white one. Additionally, it has been discovered that light coloured text on a dark background is easier to read than dark coloured text on a light background.
Purple and gold, blue and orange, green and red, and other contrasting colours are those that are opposite each other on the colour wheel. Complementary colours are generally more striking than tonal colours in terms of design. Both of these factors should be taken into account when selecting colours for your logo.
In conclusion, what customers think about a brand has less clout than how they feel about it. When you combine that with the fact that certain colours elicit unique emotions, the brand colours have the power to affect your sales or results even more than the goods you sell.