The Psychology of Colour in Marketing and Branding – a short overview

June 1, 2017 Branding

One of the most interesting aspects of marketing is the way to pursue clients and that involves the use of colour as well. In order to enhance the customer’s  mood and actions brands need to choose the right colour and that involves a careful strategic approach it. Some large companies invest a lot into branding research for the sake of targeting particular markets and providing a certain impression of their products to clients. Since this article isn’t that relevant regarding big companies I just want to focus on small businesses and their perspective on colour.

Talking about colours means referring to colours used in the company logo or the colour theme to the website. We usually choose branding colour more on the basis of personal preference or thinking certain things through. On the basis of numerous reference articles about this topic I chose some extra information about the way colours actually influence people.

White and Grey – associated with feelings or calm, balance, purity, cleanliness, and safety. Neutral greys can also symbolize feelings of sophistication, practicality, and solidarity. Too much grey may lead to feelings of nothingness and depression.

Yellow and Orange – cheerful colours that promote optimism and cheerfulness. Yellow has been shown to trigger a sense of caution (think wet floor signs) and to make babies cry. These colours are commonly used to create a sense of anxiety that can draw in impulsive buyers and window shoppers. You’ll notice the yellow is difficult to read against the while background which can cause a noticeable amount of stress, particularly on the reader’s eyes.

Red – creates a sense of urgency and youthfulness. Red is associated with physically stimulating the body, raising blood pressure, and encouraging appetite. Fast-food companies use generous amounts of red in hopes that customers will purchase more to eat and stay for shorter periods of time.

Green – health, peacefulness, health, and nature. Used in stores to relax customers and for promoting environmental issues. Green has been shown to stimulate harmony in your brain and encourages a balance leading to decisiveness. You’ll see a lot of “eco-friendly” products using green. Starbucks is a popular company who hosts green as its primary color in hopes of providing a sense of calmness and tranquility to their coffee shops.

Purple – wise and imaginative. Commonly associated with royalty, quality, and respect. Purple is commonly used to brand beauty and anti-aging products.

Blue – strength and dependability. It’s associated with peace, tranquility, and reliability. Believed to stimulate productivity, it is the most common colour used by conservative brands looking to promote trust in their products. You’ll see a lot of technological and IT companies using blue.

Black – Symbolizes luxury, authority, power, stability, and strength. Black is commonly used by high-end clothing brands and car manufacturers.