The colour effect in branding strategy
10 April 2024
In the fast-paced world of marketing, advertising and branding, businesses are constantly seeking innovative ways to captivate their audience and create lasting impressions.
Among the many tools in a marketer’s arsenal, colour psychology stands out as an often underestimated force.
Colours have a profound impact on our emotions, behaviours, and perceptions, making them a crucial aspect of any successful marketing strategy.
In this article, we will explore three compelling reasons why considering colour psychology is paramount in the realms of marketing, advertising, and branding
1. Evoking emotions and creating connections
Colour is an incredibly effective means of eliciting emotions and forging connections with your target audience. Different colours can evoke distinct emotional responses, and savvy marketers harness this knowledge to their advantage.
For instance, warm colours like red and orange are associated with energy, excitement, and passion, making them suitable choices for brands aiming to create a sense of urgency or enthusiasm.
For example, the colour red is often used in the fast-food industry – think KFC, Red Rooster, McDonalds, Hungry Jacks, Pizza Hut and Dominos – all use red in their branding. This attention-grabbing colour is also known for stimulating appetite, encouraging consumers – unconsciously – to make a purchase.
In contrast, cool colours such as blue and green are often linked to calmness, trustworthiness, and stability, making them ideal for businesses seeking to establish trust and reliability.
For example, Starbucks has been using the colour green in its branding since its inception. This consistency has created a strong association between the colour green and Starbucks. As a calming colour, green creates a sense of relaxation and wellbeing. The use of green contributes to the calming atmosphere inside Starbucks stores, making them appealing places to spend time, work, or socialise.
2. Differentiation and brand recognition
In a crowded marketplace, differentiation is key, and colour plays a pivotal role in helping brands stand out.
Consistent use of specific colours in marketing materials and branding helps create instant recognition and recall among consumers. This phenomenon is known as the colour memory effect.
When people repeatedly encounter a particular colour associated with a brand, they form strong associations, making it easier for them to identify and remember the brand.
A prime example of this principle in action is the tech giant Apple. The sleek and minimalist design of their products, paired with the use of clean, white backgrounds and the iconic silver apple logo, has become synonymous with the brand.
This deliberate colour choice reinforces Apple’s image as a company that prioritises innovation and elegance, ensuring that their products are instantly recognisable in a sea of competitors.
3. Influencing consumer behaviour
Colours have the power to influence consumer behaviour and impact purchasing decisions. Businesses often employ colour psychology to encourage specific actions, such as making a purchase, signing up for a newsletter, or clicking on a call-to-action button.
For instance, the colour red is frequently used for clearance sales because it creates a sense of urgency and encourages impulsive buying.
Conversely, green, associated with growth and health, is often used by brands promoting eco-friendly and organic products. Flannery’s Organic Health Food Stores use green in their brand to reflect their “commitment to creating a healthier, happier world by enhancing wellness through good food”. Interestingly, the brand originally started with a bold, dark green but have modernised their colour palette to incorporate a calming sage-tonal palette.
Amazon, the world’s largest online retailer, strategically uses colour to boost conversions. Their yellow ‘Add to Cart’ button on product pages stands out against a white background and attracts the user’s attention. Yellow, as a colour is associated with positivity and optimism, prompts potential buyers to act.
But with this in mind, it’s also important to ensure the colours selected for call-to-action buttons are complementary opposites on the colour wheel – for example, blue and orange, for high visual impact to attract attention.
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By understanding how colours evoke emotions, create recognition, and influence behaviour, businesses can craft more effective marketing strategies and build stronger brand identities.
Allow us to help you harness the power of colour psychology to tell a compelling story, forge lasting connections, and stand out in a competitive landscape. In doing so, you’ll not only capture the attention of your audience but also leave a lasting imprint on their hearts and minds.