Colours in marketing. Have you ever wondered that when it comes to our purchasing decisions, colour plays a major role? If not – stay with us for a while and see how colours can boost your business.
The woman in the red dress arouses desire, but when we see a red car, we often subconsciously associate it with speed. The green surroundings are relaxing and allow us to achieve peace, but the white ones are reminiscent of cleanliness. We all know these clichés. But what if the colours are actually able to influence the clients’ subconscious and induce them to take specific actions?
Psychology of colours – what is it actually?
Let’s start with the basics. The ancient Egyptians already knew that colours affect our behavior and emotions. And that was long before Isaac Newton, who passed a beam of light through the prism, obtaining 6 different colors – red, orange, yellow, green, blue and purple.
According to scientists, each of these colours, as well as each of the colours in general, affects the human subconscious. They have an ability to evoke certain emotions. How we perceive certain colours and associate them with certain feelings is very often also culturally determined. For example – for Europeans the colour of mourning is black, but for Asians – it’s white.
Psychology of colours also has a great impact on successful branding and marketing efforts. Let the data speak first. How powerful are the colours in marketing?
When it comes to the branding – colours are able to increase brand recognition by up to 80% – according to the findings of the University of Loyola. We also have something for salespeople! According to Seoul International Color Expo’s research – 84.7% of respondents considered colour to be the biggest purchasing determinant. Are you responsible for the graphics? You probably know that a black & white image can catch the recipient’s attention for only ⅔ of a second, while color – for 2 seconds an even more.
Do you want to learn how to skillfully use colours in your business activities? There’s no time to waste. Let’s go!
Colours in marketing – how to do it wisely?
Colours in marketing – how important is such a combination? Let’s talk about not only branding activities, but also advertising.
Colours in branding – what’s worth remembering?
First of all – the colours that you consistently use in your branding really make a difference. So always when it comes to logos, ads, websites, employee outfits – colours matter, and it’s good to use them consistently. The association between a specific colour and a company can strengthen your brand awareness and additionally evoke specific feelings. How does it look in practice? How can certain colours affect the consumer? Just a moment and you’ll find out everything!
We recommend you to choose a pair of main colours. Why, exactly? Because a combination of 2 different but complementary colours is easy to remember and associate with your brand. Much easier than 3 or 4 colours.
Each colour has a hidden meaning, as you’ll see below. So let’s first think about what you want to represent with your brand – what values, what emotions, and on the basis of that decide which colour will best reflect your vision.
What are peoples’ needs?
Secondly – some colours can be better suited to certain customers than others. According to KISSmetrics – for consumers with a limited budget, blue in advertising will work better, and for those who make a sudden purchase decision – orange or black.
The same goes with gender. Did you know that preferable womens’ colours are blue, purple and green – although some still think that’s pink? When it comes to men – they like blue, green and black.
What colours are better to avoid? When it comes to women – the use of brown, gray and orange in ads doesn’t seem to be a good choice. Moreover, men don’t like orange, brown and purple.
The second step is to identify your consumer group. Always remember who you’re targeting your products to.
Click that button!
One of the most important conversion sources. You already know what’s going on? That’s right – the CTA button. It’s supposed to attract attention and be noticeable. That’s why many experts recommend such colours as red, orange, yellow or green. They’re hard to miss… But due to the Really Good Emails research, the most popular colour in this case is… blue! Almost half of the brands also decide to match their brand colours in that matter.
So what’s the best thing to do? Try and test! It’s definitely worth changing the colours of your CTA buttons from time to time, because it often results in higher conversion. Such as the Performable case, which had changed the colour of its button CTA from green to red and saw a 21% increase in conversions.
It’s time to get to the point. What do specific colours mean and what emotions and actions can evoke in your consumer?
What colours mean in marketing?
RED – act fast!
One is sure. It’s hard to ignore red. It’s a colour that represents both – danger and desire – but also speed and power. According to a study made by Harry Wohlfarth on a group of Canadian students, red can affect not only our emotions, but also our body – increasing the pulse and blood pressure.
Information marked with this colour takes the rank of priority. It’s worth using this colour as a stimulator for some quick decisions. As you probably noticed, all sales and special offers are just red. Quick decisions and immediate action – this is the whole secret of the red in ads. However, it’s worth using it carefully, because it can cause a feeling of unease.
ORANGE – vitality, hell yes!
You see the orange colour, and immediately it’s somehow more vital, more creative and more enthusiastic. Simply saying – orange invigorates. Although a lot of people don’t really like it.
It’s such a mixture of cheerful yellow and aggressive red. As a rule, it works best in advertising aimed at younger audiences and for the entertainment industries. Orange is also associated with rush. That’s why it’s often chosen as the colour of the CTA button.
YELLOW – is there any happier colour?
Maybe not everyone likes it, but yellow has a real power. It awakens joy, energy and happiness. Maybe that’s why some people find it so annoying?
It works great for advertising targeted at children, but it’s worth avoiding in prestigious brands. According to Joe Hallock’s statements – yellow is also associated with low quality and not very high price. That’s also a warning color, so don’t overuse it.
GREEN – peace and quiet…
First associations? Of course – nature, peace, relaxation. In addition – growth, health and ecology. That is why it appears so often in brands dealing with ecology and natural products. But not only!
Green is also the colour of security, stability and hope. Why do you think many banks have chosen this color?
BLUE – trust them!
The colour of social media and brands which want to enhance consumers’ trust. Favorite colour of both – men and women – as determined by Kissmetrics. It’s associated with knowledge, loyalty, truth and new technologies.
Blue is the perfect colour for industries such as banks and medical centers. Companies with a logo in this colour can be perceived as solid and reliable. Is it a coincidence that this is Digiffic’s favourite colour? We don’t think so…
PURPLE – something looks sophisticated here…
Purple is considered a colour that represents uniqueness and creativity – that’s why it perfectly fits for premium products. It’s considered luxurious and sophisticated. Purple is very popular in advertising for interior design industries, but it also works well in advertising products dedicated to women.
GREY – safe neutrality
Colour denoting balance, peace and neutrality. Although it doesn’t evoke too positive emotions and rather associated with a sad housing estate in former socialist Poland – it can work well in business sectors. Why, exactly? Because grey is also associated with protection, conservatism and seriousness.
BLACK – a pinch of luxury!
Black isn’t only a colour of death and mourning. It’s definitely the favorite colour of all luxury fashion houses and expensive car brands… In fact, it doesn’t surprise us at all. Black is the colour of elegance, luxury and prestige. It’s associated with something serious, but also expensive.
Now is your turn. Which colour do you choose?