How does colour convey brand messages to consumers? How can corporations use colour to influence purchases? Can colours evoke emotions?
The psychology of colour is complex, and many studies have attempted to explain how colour affects consumer choices. Colour opinions depend on an individual’s background, tastes, and upbringing.
Red: Young energy or danger? Is it a passion colour? Pink is a feminine colour in the West, yet in Japan, pink cherry blossoms symbolise dead soldiers. Much relies on context, positioning, and past colour experiences.
Colour perceptions can reveal crucial signalling patterns, yet it’s not as easy as pigeonholing colours to evoke emotions.
Colour Builds Brand Recognition
Colour has made some of the world’s most successful brands instantly recognised. You would assume Coca-Cola trademarked red. The company’s use of red in branding has been so effective that Coca-Cola renamed Santa Claus to wear red!
We favour instantly recognisable brands, and powerful branding activates our brains, according to research. Colour choice is crucial to brand identity at its core.
While there is no “right” colour option for any company identity, consumer responses to colour appropriateness are crucial. Does a brand’s colour scheme match its products? The apparent appropriateness of colour can instantly boost a brand.
There are many resources and theories to help you choose brand colours, but you know your customers best. Only you can pick which colours consumers think fit your brand.
Viewer Response Depends On Vibrancy And Contrast
The tone and intensity of colours can affect how viewers react to your brand. Vibrant hues energise and stimulate. They elicit stronger reactions from spectators. McDonald’s famously uses bright red and yellow to suggest energy, fun, and excitement.
However, softer, darker, and neutral tones soothe viewers. These less vivid colours help viewers process more information, making them perfect for information-heavy products and websites.
High-contrast colours attract consumers. So “SALE” signs generally use the instantly recognisable white writing on a bright red background. High-contrast colours and patterns can motivate consumers. For instance, red calls to action increase website conversions.
Men And Women Like Various Hues
Generally, certain genders prefer certain hues. Understanding gender colour preferences is helpful whether you’re addressing an all-male or all-female audience.
Blue is the most favoured colour for guys. Men like black and green, while women prefer purple, red, and green. The least popular colours for men are brown, yellow, and white, and for women are grey, white, yellow, and brown.
Knowing Colour Trends Is Powerful
Colours can convey numerous messages, yet prominent brands have established colour trends. Knowing these trends might help your brand express a clear message by following colour messaging or stand out by defying them.
Some instantly recognisable Western branding colour trends are:
Blue: symbolises trust and commitment. Think PayPal or online banking.
Black: Hotel Chocolat, Burberry, and Rolls-Royce employ black to convey elegance and quality.
White: White gives brands space, clarity, and simplicity. That may explain why tech companies utilise white so much in their branding. Apple is most famous for this.
Environmentalism commonly uses green because of its natural connections. Companies that aim to show their environmental responsibilities use green branding. United Kingdom-based OVO Energy takes this too far.