The psychology of colour in marketing has been a focus of businesses for years! What visual identity would you like to create? What audience would you like to appeal to? Throughout the past couple of years the trend of video marketing has turned all attention towards the visual aspect of online.
What is the psychology of colour in marketing?
The psychology of colour relates to how human behaviour is affected by different colours. Colour psychology is an incredibly large part of creating a brand identity! 90% of the information being sent to our brains is visual, and so a consumer is much more likely to remember a specific brand for its colour, shape, image etc., rather than the text.
Responses to colour will vary depending on your gender, where you come from and how old you are. Different nationalities also have varying colour associations, so understanding who you are targeting to is crucial. If you don’t, there is a chance you might offend your wider target market and you don’t want to negatively impact your brand image!
So, after researching the needs of your audience, spend time looking into similar established brands in the sector your product is placed in. Carry out whatever steps necessary, for example, market research, to ensure a positive response to your marketing!
Also, colour is vital for brand identity. People will remember your product depending on what colour you decide to choose for it. Looking at other products to see what their unique image is will enable you to realise what you want yours to be. It is important to make sure that your image relates to a specific mood. What does your brand represent? How do you want people to feel when using your products? Every colour has an associated emotion, for example; yellow is associated with optimism and purple is associated with being creative.
Another important thing to consider when choosing what colour combinations are appropriate for your brand is trends. People will automatically associate a product positively if you have looked around at current trends and noticed the colours and aesthetics that are popular at the time. This can be achieved by looking at fashion trends, recognising what kinds of people are associating themselves with what colours. For example; pale pastel pink has been branded “millennial pink” due to the popularity it was given by brands and fashion labels in 2017. Specific people will want to portray a certain aesthetic and brands are the tools that help them achieve that!
It is so important to consider the psychology of colour in marketing your brand, whether that be online or in person. If you would like to develop your online brand image and presence, contact us.