Colours have an appeal to the eye and can evoke powerful emotions. They can influence the consumers’ buying behaviour as well. Talking from a sales perspective, colours are a powerful motivator that can attract your consumer and persuade them to buy your product or use your service.
Colour plays a major role in the success of any marketing campaign. Whether it’s building a new website or a mobile app, colour can have a big effect on your brand. Specific colours have an emotional connect to the brand. Your brand image matters as much as the quality of your products and services. The colour you choose to represent your brand is as influential as any other element. Here’s a guide that will help you choose the right colour to market your brand effectively.
Red is power, it means business. It gets people’s attention and it holds it, which is why it’s the most popular colour for marketing. The power of red has only been enhanced as it is now the universal colour of items on sale, markdown prices, and countdown timers. This is also why many giveaways or download buttons are red. It does produce powerful psychological reactions – aggressive, energetic, provocative and attention-grabbing. Just don’t overdo it!
Orange resonates high energy. It is a powerful attention-seeking colour that is fun and vibrant, which makes customers feel as though they’re dealing with an innovative company. Certain brands use orange in a strong way that they are different from others. In this way, it has been shown to be off-putting to traditional budget buyers but performs well with impulse shoppers. The lighter shades of orange appeal to an upscale market. Peach tones work well with health care, restaurants and beauty salons.
When you want to portray your brand as trustworthy, blue is the colour for you. Blue is also a popular colour amongst popular online brands like Facebook, Twitter, and LinkedIn. These are all very powerful brands that people trust to use on a daily basis. Blue is perceived as trustworthy, dependable, fiscally responsible and secure. It is also popular with financial institutions, as its message of stability inspires trust.
Green is a versatile colour. It resonates positivity and indulgence. It is warm and inviting, lending customers a pleasant and open feeling. Overall, it gives the impression of a brand with a friendly attitude. Darker shades lead to a more relaxed mood while brighter shades imply vibrancy and healthy energy.
Yellow is a powerful colour, but it is also the most dangerous hue. It’s the intense nature helps to attract your audience’s attention. As it communicates optimism and positivity, it motivates and stimulates the human brain to remember more information. That is also the reason why point-of-purchase displays are seen in yellow.
Purple is the colour of royalty, which makes it perfect for lending a touch of elegance and prestige to your marketing materials. It helps your brand stand out. Purple has long been associated with opulence, achievement and creativity. It also evokes mystery, sophistication, spirituality and royalty, while lavender brings nostalgia.
Black is an authority, it is a bold choice that lends itself to equally bold branding. Used as a contrasting colour, black most often adds drama to whatever mood you want to cast. Black is serious, bold, powerful and classic. It creates drama and connotes sophistication. Black works well for expensive products, but not visually stimulating. It can be used to establish a robust identity, but it doesn’t grab a viewer’s attention.
White is the colour of purity, cleanliness, innocence, piety, calmness and new beginnings. White can really help a logo or advertisement create an effective outline, cleanlines and helps give their graphics or advertisements a neutral tone. You don’t want to overload the viewer with too many graphics and colours. “Warm” whites with undertones of red are suggested to have a comfortable feel, evoking feelings of trust. “Bright” white with blue undertones suggests a more formal or clinical tone.
Vying for the attention of the young female demographics? Pink never goes out of fashion. Cosmopolitan, Women’s Health Magazine, Barbie, Victoria’s Secret PINK: these are all brands that cater to women and have long used pink as their colour of choice because it has always been associated with the female gender. While it is still a powerful attractor to female audiences, especially to teens and young women, it is taking on new roles and could evolve to become a very attractive business colour for increasing sales.
Though colours have the same general meanings across an array of cultures and regions, take into context what does a particular colour mean for your brand. Understanding the colour theory is essential to get the most out of your design and marketing efforts. You are trying to motivate your customers to feel your brand. By using the right colours, you can significantly enhance your ability to achieve these objectives and thereby improve your sales.