Marketing is always based on psychology, which involves intense research on customer needs , wants, likes, preferences etc. Psychological study results reveals the impact of different colours on a customer’s mind.
Colour can affect human behaviour influnce human perception and enhance effectiveness.Colours has been found to influence memory by increasing our attentional level.
Swiss psychologist Carl Jung is quoted as saying:
“colours are the mother tongue of the subconscious.”
Visual perception is the primary sense humans have for exploring and making sense of their environment. Colours triggers a set of responses within the brain, which creates a specific frame of mind for people, that frame of mind we humans recognise as Mood.
Psycology of Colours in Marketing:
Colours are involved in every aspect of Marketing. right from brand logo to product label, collaterals,advertisement,etc.
Colour is a powerful tool in branding. Consumers can quickly identify brands by their logos, because of distinctive colours and colour schemes.
Colours work out as a silent message to consumer.
In today’s digital world colour is a key language between the consumer and the seller, it helps to convey mood, emotion and significance. Colour can be used as an inspiration, appeal, entertainment, a focus and much more.Colours influence how customers view the personality of the brand.
Take a look at these stats that prove the power of colors in marketing:
- 92.6% of people say the visual dimension is the #1 influencing factor affecting their purchase decision.
- Studies suggest that people make subconscious judgment about a product within 90 seconds of initial viewing.
- Up to 90% assesment is based on colour alone.
- Two out of three consumers won’t buy a large appliances unless it comes in their preferred colour.
- One study found that magzine readers recognize full colour ads 26% more often than black-and-white ads.
- 40% people respond better to visual information than palin text
- Almost 40% of website visitors stop engaging if a image doesn’t load.
entrepreneur must understand thoroughly both the nature of colour and the way in which it works. Use it well and efficiently will send the right message about the product to the consumer.
There are many colours out there, and the studies shows that certain colors evoke certain emotions. Emotions, of course, are major factors for consumers when they make purchasing decisions.
Colour psychology combined with UX design and brand messaging can create emotional and behavioral triggers. Many brands capitalize on this fact, paying close attention and care when choosing brand colours for their logos and marketing materials. Effective and thoughtful use of colour in branding doesn’t only look good, but can work to capture the attention — and business — of a target customer or market in an efficient and powerful manner
All colours have their meaning and different emotions which impact humans.Each colour brings unique property ,which gives a very special effect when combined with overall brand appearance.
Preferred colours by Gender:
Men and Women have different colour preferences:
According to studies :
- Blue is the favoured colour by both men(57%) and women(35%),though it is more heavily favored by men
- Men dislike brown the most while women dislike orange the most.
- Colours that were disliked were also seen as ‘cheap’.
- Men tolerate achromatic colours better.
- Women preferred tints while men preferred pure or shaded colours
- A majority of men(56%)and women(76%) prefrred cool colours in general.
Women see more colours then men .They are more aware of slight differences within a colour range.Men simply call the colour Blue …Blue.On the other hand women see cerulean, sky,teal,tuquoise all sort of shade of blue.
Right Colour Scheme For Brand Building:
Choosing your branding colors is easy if you know what you’re trying to Communicate. Initial steps in building a brand is determining a brand personality . Most important part you need to think of your company like a person: who are they? What’s important to them?
Once you established what your brand personality goals are, how do you determine which colours will work best? Here you need to see which colour associates with which emotion.If you’re going for a single-colour brand, the hard part is already over. If you choosing more colours ,then make sure they combine the way you want.
There’s no hard and fast rule to pick your Brand colour scheme.But consideration of some important fact will help in process of choosing right colours for Brand.
1- Choosing 3 colours :
Brand colour schemes can have between 1–4 colours depending on the type , but even monochrome schemes will require some variation in hues for different purposes.
2- Choose Your Base :
Once you established what is your Brand personality is , Your base colour should reflect your Brand personality’s most Dominent traits, Also appeal to the target customers you are trying to reach.
You will choose the remaining colours which best goes with base colour.
3- Choose Your Accent :
You use after the base colour .For this part, choose the colour, which must pair with base colour perfectly.
4 – Background Colour :
Choose something which avoid attention . For this part Shades of Grey , Beige ,Off-white ,White works perfect. You can use Black also ,but carefully cause black tend to dominate any colour.
In the process of choosing your brand colour, you have to keep in mind the end goal: what kind of colour scheme are you using? Typically, brands use one of these common brand colour schemes:
Monochromatic :
Colours are single colour ,with its tints , shades ,and tones.They more soft and subtle than analogous colours since it’s a colour palette based on one single colour. Monochromatic colours work great when paired with a single complementary colour.
Analogous :
Colours are sit next to each other on colour wheel. They are ‘related’ , a kind of family colours that creats pleasing and relaxed visuals. They are not jarring .opposite , or clashing. They also don’t stand out for one another.If you add complementary colour with them , they get particular item to stand out.
Complementary:
Colours that are on opposite sides of the colour wheel. This combination provides a high contrast and high impact colour combination — together, these colours will appear brighter and more prominent.You see complementary colours a lot in sports teams.
Triad :
Three colours that are evenly spaced on the colour wheel, forming a triangle. This provides a high contrast colour scheme, but less so than the complementary colour combination — making it more versatile. This combination creates bold, vibrant colour palettes.
Conclusion :
There’s no strict rule to follow, when choosing branding colours. DO experiment with colours ,maybe that will work out best for you. The main consideration of colours is their emotional connection , so don’t neglect your instinct when deciding your brand colour.