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The study of how colours influence people’s perceptions and behaviour is known as colour psychology. Color psychology in marketing and branding is concerned with how colours influence customers’ perceptions of a brand and whether or not they convince them to consider certain brands or make a purchase.
When producing marketing materials, starting a new firm, or rebranding an existing one, it’s necessary to think about this topic of study. Consider the following: Researchers discovered that up to 90% of quick judgments about items might be based only on colour in a study titled “Impact of Color on Marketing.”
Colors and Their Meanings
What effect do colours have on our moods? While colour perceptions are subjective, certain effects have universal significance. Warm colours are those in the red portion of the spectrum that are yellow-based, such as fiery red and red-orange. These warm hues elicit a wide range of emotions, from comfort and warmth to hatred and rage. Reds with a blue undertone are known as cool hues and include burgundy, ruby, raspberry, and deep cherry. These hues are frequently regarded as soothing, yet they may also conjure up images of seriousness and dignity.
Psychology of the Color Red
Red is a good marketing colour because it attracts attention. Excitement, passion, danger, energy, and action are all linked with the colour red. You may have noticed that some firms utilise red for ‘order now’ buttons or packaging to make their products stand out on the shelf. Red is the most vivid colour in colour psychology. As a result, it has the ability to elicit the most intense emotions. Because red may conjure up images of danger, it’s best to use it sparingly. If you use red on your website, save it for call-to-action buttons or sale icons that contrast effectively with your store’s style.
Coca-Cola and YouTube are both known for their usage of the colour red. Red is a hue that stimulates hunger, which is why Coca-Cola uses it frequently in their branding. They also employ the colour red to promote excitement since they use phrases like happiness in their branding. The use of the colour red on YouTube is most likely owing to the thrill of watching videos on the internet. Notice how the play button in their logo is crimson, which might entice someone to take action. It makes you want to see more of their videos.
The Psychology of the Color Orange
This is the extrovert’s colour, which represents encouragement, optimism, and self-assurance. Orange emits warmth and joy, blending red’s physical vitality and excitation with yellow’s brightness. Courage, excitement, regeneration, and energy are all qualities that orange may evoke. It may also be stimulating, especially when it comes to the hunger.
It can also indicate pessimism and shallowness.
Orange creates the sense of affordability in corporate applications, depending on the shade chosen and its mix with other colours. Orange is a more soothing colour than red, and it reflects a more feminine spirit as well as the energy of creation.
Wear it with a blazer for networking or a corporate social occasion. It looks well with a coordinated multi-colored shirt and solid pants, or in small patches on a printed top or scarf. It also goes well with the Autumn tones of the Northern US, giving it a more artistic or grounded sense with brown and peppery tones. The disadvantage of wearing orange is that the quality of orange dye batches varies. Check your orange purchase in natural light, since harsher lighting might degrade the tone. Men’s orange ties are still in style, so pair them with an expensive silk foulard to make the colours pop and exude prosperity.
Color Psychology of Yellow
The colour yellow is associated with sunshine in colour psychology. It invokes thoughts of joy, optimism, and summer, as well as deception and forewarning. Some businesses pick a cheery yellow hue for their website’s backdrop or border. You may also use yellow for your ‘free shipping’ bar at the top of your website if it goes with the rest of the design. A splash of yellow on your website might assist your visitors link your shop with something pleasant.
Ferrari and Ikea, for example, both employ the colour yellow. Many individuals fantasise of being able to drive a Ferrari. This sensation of enjoyment, summer, and a carefree lifestyle are all connected with the premium brand. The colour yellowing is also used in the branding of Ikea. What is the connection between buying furniture and happiness? So, let’s take a look at who’s most likely to buy those items. Many folks who have recently purchased their first house or are moving out for the first time will shop at Ikea for furniture. Yellow is a terrific hue to identify with the brand because this milestone is generally packed with enthusiasm and excitement for the upcoming development.
The Psychology of the Color Green
Green is a hue that represents harmony and balance. Green combines a balance of both the rational and emotive, giving us a greater feeling of right and wrong. Green is a common hue in nature, and it represents vitality, leisure, and tranquilly. It’s also a symbol of progress, whether it’s in the form of a tangible thing like a plant or in terms of our earnings and riches.
Green is the hue to choose if you want to convey health, relaxation, and stress relief. Green has a greater beneficial effect than most other hues, despite slight negative elements such as over-possession and consumerism.
Color Psychology of Pink
Pink is a popular hue for companies that cater largely to women. Pink is associated with femininity, fun, immaturity, and unconditional love in colour psychology. Pink has been adopted by certain manufacturers for product packaging, particularly for girl’s toys. Other firms, on the other hand, use pink in their logo, website design, or to emphasise essential points.
It’s no wonder that businesses like Victoria’s Secret and Barbie employ pink so frequently because the color’s connotation encompasses femininity. One of Victoria’s Secret’s brands is even named Pink. To highlight essential marketing elements on their website, they employ a mix of pink and black. Pink is also used in their emblem and several marketing messaging. CTAs are a bright pink colour on Barbie’s website. The colour is also used softly in their top navigation and drop down menu. Of course, the feminine pink colour in their branding is reinforced by their product packaging and emblem.
Color Psychology of Purple
Purple is the colour of creativity and spirituality, and it inspires lofty goals. It might be unique and inventive, or it can be immature and unworkable. It also has an introspective tone to it, helping us to connect with our inner selves.
Purple attracts people who are sensitive, empathetic, understanding, and helpful, and who prioritise others before themselves. They’ll usually exude a sense of calm and serenity, as well as a gentle nobility.
Purple is associated with riches, even monarchy, as well as quality, imagination, and creativity. This tone heightens people’s perceptions of beauty and their responses to more innovative ideas.
It’s frequently used to describe a high-end or exceptional product. Use purple in your marketing to promote your premium service if you’re in the service industry.
Look for purple on your next shopping excursion, which is a far more imaginative option than buying another black jacket. It works nicely with most pastels to offer a high contrast impression of authority without resorting to the black and white cliché. Wear it with the assurance that you will appear to be well-heeled and inventive. The most daring and imaginative dressers love purple ties and pastel mauve or striped shirts for guys. If you’re promoting a creative industry, service, or product, wear them with pride.
Some Final Thoughts on Color Psychology
While tone has the ability to impact how we feel and act, it is influenced by personal, cultural, and environmental aspects. More scientific study is needed to acquire a better knowledge of colour psychology, which has grown in popularity in marketing, art, design, fashion, and other fields that attempt to link colours and emotions.
Use this knowledge in the meanwhile to project the image you desire and to understand what people are saying to you. If you have any queries concerning this post or our image consultant training, please contact us.