Colour has a formidable influence on people’s behaviour and the decisions that they make. Brands that utilise this fact in the way they present themselves and their products or services are more likely to see engagement and response from their target customers. Marketers and designers have been leveraging the use of specific colours in branding to evoke specific emotional and mental responses for years now. Research has revealed that colour has often been the sole reason someone purchases a product or service, where 93% of buyers focus on visual appearance and almost 85% claim colour is their primary reason for the purchase.
Visual branding efforts like creating a logo for your brand, designing marketing collateral that will be shared with potential customers, and even product design needs to have time and effort invested in employing the benefits of colour psychology.
How do Colours Specifically Influence People?
#1 – YELLOW
Yellow provokes one to think, inspires communication and generally evokes a feeling of warmth, cheer and hope. In marketing, it characterises openness, positivity, energy and clarity. It is often used to seize the attention of window shoppers. Moreover, research shows that it is the first colour that babies and toddlers react to and hence it is used a lot by baby product and toy brands. Yellow has one of the longest wavelengths and this makes it a very psychologically compelling colour. It is hard to miss and lures attention. Too much yellow can cause anxiety and it can overwhelm a person; so, one has to find the right balance when using it in their branding efforts.
Here are some famous brands that have used yellow to create an impact on their customers:
#2 – ORANGE
Orange sparks friendliness, enthusiasm, confidence and optimism. When used in marketing, it also indicates aggression, and is often used to impact impulsive buyers. Brands with orange are seen as jovial and assertive. It’s usually used to make a call to action like ‘subscribe’, ‘buy’ or ‘sell’. People identify it with affordability and great value. That’s why thrift stores like Payless and Home Depot use it. Here are other brands that use orange in their logos and branding.
#3 – RED
Red is passionate, loud, bold and vivacious. When referring to behaviour and visual cues, red stirs up the strongest emotions. It symbolises desire and increases urge and intensity. In marketing, red is known to increase heart rates and it creates alarm and urgency which is often leveraged during clearance sales. It also stimulates people’s appetite, and hence is in a lot of restaurant branding. Check out the brands that have used red in a powerful way to create significant impact in the market.
#4 – PURPLE
Purple has always been associated with royalty, wealth, wisdom and success. It also has a calming and soothing effect on people. In marketing, it’s often used to convey sophistication, extravagance, class and creativity. A lot of cosmetic brands, luxury brands and anti-aging products use purple. Brands that want to be seen as imaginative and creative like Yahoo, Craigslist, and Hallmark use this colour. It is the ideal combination of the consistency of blue and the vibrancy of red making it very popular among premium brands. Here are some brands that have made it big with purple:
#5 – BLUE
Blue is the colour of dependability, strength, trust and security. It characterises stillness, peace and tranquillity. There’s a calm confidence that is invoked in people when they see the colour blue and a lot of brands have leveraged that for their benefit. It increases productivity; and so, it is often used in office spaces. It generates a sense of security and trust about a brand. A lot of banks, financial institutions and educational institutions use blue as it inspires loyalty. JP Morgan, American Express, Facebook, Dell and LinkedIn are examples of brands that use blue. Here are some more:
#6 – GREEN
Green oozes out of nature and brings with it such a feeling a freshness, growth and healing. It is known to alleviate depression and inculcate positivity. It symbolises wellness and a lot of brands that deal in organic goods, wellness services, therapy services, environment-friendly products, etc. use green. In marketing, it is used in shops to create a welcoming and relaxed ambiance. It has for long been a representation of fertility and newness. Spotify, Land Rover, Holiday Inn and John Deere use green. Here are other successful brands that have used it:
In today’s extremely competitive market, with consumers being surrounded by innumerable choices; how does your brand stand out and draw attention to itself. Your branding efforts must aim to employ every proven technique in marketing to generate engagement and sales. Changes in colour schemes through a rebranding effort have enabled many businesses to increase their influence on both sales and customer loyalty.
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Author: Rebecca Pearson
Rebecca Pearson is the Founder & CEO of Five Stones Media House, a creative branding agency based in Mumbai. Five Stones provides bespoke branding solutions that help them achieve their business goals through creative visual branding, websites, SMM, SEO, event management and content solutions. We journey closely with brands in a dedicated and passionate way and help them fulfill their purpose.