Marketing is an art of persuasion that influences the buying decisions of consumers. The most common influences are the subtle visual cues of the arrangement of colours and placement of products in the shop. Research has shown that these visual cues have an impact on the buying decisions of consumers. With the help of colour psychology in branding, several companies have been able to construct a strong visual impression on consumers. But colour psychology must be used appropriately, otherwise, it can confuse and further damage your brand’s image. As per research, you can increase your brand recognition by 80% if you effectively use colours in marketing and logo design,
Below are some colours and how companies have used them to influence a consumer’s product and brand impression.
Use of colour psychology in branding
Red is known to evoke strong emotions and increase appetite. It symbolizes love, passion and intensity. Red is often used in marketing for increasing the heart rate of consumers and targets impulsive shoppers. For example, Coca Cola ads make subtle use of the colour red to make the consumers excited about the beverage.
As the colour induces urgency, it also stimulates hunger in consumers. Several restaurants and fast-food chains make use of this colour to attract more consumers. Brands such as McDonald’s, Heinz, Burger King use the colour in their logo and company theme.
This colour is symbolic of health, serenity, and tranquillity. It denotes nature, reduces signs of depression and represents growth. Marketers use this colour to make consumers feel relaxed and calm. Green denotes fertility, so many marketers use this colour to attract eco-friendly consumers to their stores.
The colour blue is usually associated with water, it curbs appetite, and represents serenity and calmness. It is known for increasing productivity and creates a sense of trust with the brand.
In terms of shades, dark blue is often adopted by tech and motor brands. This shade of blue is associated with intelligence, reliability and confidence. Light blue shades are commonly used in healthcare and medical brands as it indicates cleanliness and safety. Some of the brands that use shades of blue are Facebook, LinkedIn, Intel, and JP Morgan.
This colour is best associated with royalty, wealth, and success. Purple is often used by cosmetic brands for anti-aging products. It is also used in creative companies because the colour signifies mystery, creativity and innovation. Purple is not used excessively because it can easily distract consumers. Craigslist, Yahoo, and Cadbury are some of the brands that use purple in their logos.
One of the best colours for mass marketing is grey. Grey is typically viewed as emotionless and neutral tone colour. It helps brands look sophisticated and established. It is most famously used by companies such as Apple and Mercedes. Marketers choose this colour because it is timeless and futuristic.
How to choose brand colours
Colours convey important details very quickly. A strong and immediate impact through colours can accelerate your business’s branding efforts.
The colour scheme you select will play a key role in designing your website, logo, and brand theme. Using a specific set of brand colours will create a unified brand image, making it memorable and recognizable.
Establish your brand identity
In order to create the perfect brand colour, you must first create a unique brand identity. It is essential to identify your brand values so that you can associate that with a colour palette.
An easy method to do so is by listing out adjectives that best describe the characteristics of your brand. Several colour spectrums can be found online that connect adjectives with their corresponding colour.
Identify colour meanings
With the help of colour psychology in marketing, your brand can understand what each colour means and signifies. You must note that colours don’t have an innate scientific meaning. But when different colours are combined together, they evoke certain feelings and emotions which the brand can make use of.
For example, several fashion brands use colours such as red, pink, and orange because these colours denote confidence, passion, and excitement. These colours spark the given emotions in the minds of consumers which makes them purchase from these brands.
Before finalising a brand colour, you must look for colour inspirations, research on competitor’s colour palettes and understand colour combinations. The brand colour that you choose must differentiate you from your competitors. You can also make use of colour palette generators online and seek inspiration for interesting colour pairings.
Pick your primary and secondary colours
The primary colour you choose will always be associated with your brand. A single primary colour is always preferable because it will represent the company ideology. Several businesses choose a unique shade of a specific colour to stand out from other businesses.
Secondary colours are usually 2-3 colours that work along with the primary colour. These colours compliment and highlight the primary colour. There are 3 colour scheme options that can be used to select secondary colours.
Analogous colour schemes are close variants of the primary colour you choose. So if your primary colour is green, you can use similar tones of green found in blue and dark green.
Monochromatic colour schemes are tints and shades of the primary colour. If your primary colour is red, then the secondary colours will be wine red and orange-red. These schemes are used to enhance and accentuate the primary colour.
Lastly, Contrasting colour schemes are a selection of colourful and complementary colours paired with the primary colour. These colour schemes create an attractive array of colours for a modern and retro look.
Importance of colour in advertising
Colour psychology in branding is essential to any business. One of the first subconscious decisions that a consumer makes is selecting a product or brand based on its colours. The following are some reasons why you should pay attention and select the right colour for your brand.
Emotions in colours
There are several emotions that come along with colours. When a consumer looks at colours, they subconsciously relate it to emotions without any realization and influences their buying decision.
Colour psychology in marketing is useful because certain shades of colours look more sophisticated, elegant and superior than other shades due to cultural contexts. Your brand can thus hike up the price of the products because consumers think that they are worth more money.
Hence, these emotions must be seen as an added advantage since it costs nothing and acts as a free marketing tool.
If you are a start-up, then you have to attract consumers to your brand. Before spending capital on persuasive marketing strategies and promoting your products, you can influence the consumer’s buying decision by selecting an appropriate colour. Several studies have indicated that the colour on a brand logo first attracts consumer attention. Your brand can then select a colour that is more exclusive than generic brands in the same sector. By effectively using your brand colour, you can provide consumers more than what the competitors offer.
For example, if you own a sustainable cosmetic brand, you will know that makeup brands use colours such as red, pink, or orange. In order to stand out, you can add colours with shades of green. This will give an impression to your consumers that your brand is eco-friendly and conscious about the planet, and thus build a positive brand image.
By using colour psychology in branding, your brand can increase sales, distributions, reliability, and customer loyalty which are important for the growth of your business.
In the coming years, businesses in every sector are bound to become more competitive in order to survive the cut-throat competition. Colour psychology in branding is used by several industries like real estate, retail, auto-manufacturing, restaurants and more.
Why is color important in branding?
Colours is very important in branding and marketing as it is where the clients make their first impression. Colors are most than just a visual aid because it conveys emotion, feelings and experiences.
What colors are best for branding?
1. Red 2. Blue 3. Yellow 3. Orange 4. Green are some colours which can be use for branding.
How do I choose the right brand color?
1. Read about color theory, to understand the meaning of different colors 2. Identify what your brand is all about 3. Check your competitors, so you don't look same 4. Create and test a colour palette across all touchpoints 5. Always create brand guidelines, so your brand looks same all the time.