The most prominent brands in the world are defined by their colours – think Facebook’s blue logo and McDonald’s golden arches. Studies have shown that colours have an impact on our emotions and hence our purchasing decisions. In fact, ‘92.6% of people say the visual dimension is the #1 influencing factor affecting their purchase decision.’ 1.
Every colour has a different association. By choosing a colour or a combination of shades for your business, you will automatically take on these associations, so it’s vital to choose something that will represent your identity effectively and accurately.
Check out the guide below which outlines colours and the corresponding emotions we feel when we see them.
Ever noticed how most sales collateral uses the colour red? There’s a reason behind it - red is seen to increase heart rate and create urgency (there’s your excuse the next time you go on a spending bender.)
I chose the colour turquoise for our branding because variations of green project feelings of growth and health which is
exactly the type of message I want the business to convey. Take a look at this infographic from KISSmetrics and you’ll see that green is also ‘Associated with wealthy. The easiest colour for the eyes to process. Used to relax in stories.’
Have a think about what you want your business to convey: Are you fun or sophisticated? Are you targeting the luxury market or are you eco-friendly? How do you want people to feel when they see your branding?
Make sure you also consider the market and your audience. Men and women respond differently to certain shades as do different cultures. You may love the colour purple (one of my favourite movies by the way) but in Thailand, purple is associated with mourning so keep that in mind if it’s a country you're out to conquer.
The next time you are weaving your creative magic on Photoshop or briefing your graphic designer, delve a little deeper into the rainbow and you may just find your pot of marketing gold.
Don’t underestimate the power of colour - There’s certainly more to it than meets the eye!
Tell us: Did you do some research before you settled on your brand colours or was it more of a design choice?