Colour Psychology & Marketing

 

Colour Psychology & Marketing

We live in a world filled with abundant colours, and they are the different characteristics of our visual perceptions. Colour Psychology, a field that studies human behaviour in relation to different colours, show how colours are a powerful tool for non-verbal communication. Colours are generally associated with enhancing beauty, however, it is incorporated in many other aspects, such as in literature, designing and marketing. How often do you think of the colour of a brand before you purchase it? Does your choice of the item differ with the colour of the brand or the logo? These are questions that we as customers would not be considering, however, any brand or a company would give much thought to the colour to be used when designing a logo.

 

The impact created through the use of colours goes beyond the stereotypical framework, of setting the atmosphere or outlining the emotional status of the characters. The connotations associated with each colour may vary according to the context, as the individual preference over a particular colour is subjective. However, it is universal in meaning as they create a similar effect on the human brain. Given that colour psychology is incorporated as the main marketing strategy in modern society, do you agree that colours can be employed as strong indicators of human emotions? Let’s take a look at some of the underlined meanings and the psychological interpretations of colours that are predominantly used in the field of marketing.

 

Red; - It is a colour that is often linked with strong emotions; such as love, desire and anger. These characteristics are universally attributed to signify strength and power. Marketers use this colour to capture the attention of the audience. Did you ever wonder why the logos of famous food brands like KFC, Pizza Hut, Mc Donalds, and even Coca-cola, use red in their logos? It is because red is used to stimulate the appetite of the viewers, as it increases metabolism. Red is also a symbol of power and prestige. Have you ever noticed the use of any other colour such as ‘blue’ or ‘green’, instead of a ‘red carpet’ at momentous film or award festivals? It is because red intensifies a sense of distinction. Another instance where red is associated is to trigger excitement, which is why the logo of YouTube has been designed using the colour red.

 

Black; – have you realised that black is not a colour because all colours combined would result in black? However, it is generally attributed to everything negative and evil. The interpretation of this colour relies on the personal experiences of the individual. Black can absorb the light in the surrounding to highlight on its own, and this is the reason for it to be considered as the colour of elegance. Many fashionistas prefer black clothing, while popular brands such as Calvin Klein, Nike, Adidas and Puma have used black in their company logos for this reason.

Pink; –is a colour that is attributed to females and feminine qualities, as it serves feelings of immaturity and liveliness. This association has been utilized in many items that are designed for females, for example, products such as Fair & lovely, Victoria Secret use pink in their brands. A sense of playfulness in relation to pink is conveyed through products designed for girls, such as Barbie and Hello Kitty.

Green; -the colour of nature, implies a sense of tranquillity, optimism, and fertility. It can also be associated with negative connotations such as cruelty and jealousy, as symbolized in Harry Potter, through the Slytherin house. However, in marketing, the preference is given over to the positive attributes. Like for example, before production or performance, the participants would remain in a ‘green room’, as it carries a sense of calmness. This is also a reason for the use of green in the logo of Spotify, an app that provides music. Green has the ability to evoke excitement, and food brands popular among the youth such as tic tac, Starbucks and even Sprite, use green in their logos.

Blue; - this colour serves closely with feelings such as stability, trust and serenity similar to the attributes of the sky and the sea. It has the opposing effect of the colour – red, as it reduces tension and develops a sense of calmness. Has it ever occurred to you why leading multinational companies use blue when designing their logos? It is the sense of reliability and universally favourable nature associated with the colour blue. Social media platforms such as Skype, Twitter, and Facebook, monetary authorities such as Commercial Bank, Visa, American Express and Pay pal, consumer goods companies such as Unilever, Nestle, and other famous technology-related brands such as hp, Dell, Samsung, have used blue in designing their logos.

This concept of colour psychology is growing in the field of marketing with its promising effects on reaching to a wider population. These are examples drawn from famous sources to indicate how colour has been employed as a mechanism to convey a range of information, as it has the ability to create an impact on the minds of the viewers, whereby influence them psychologically. Scientific research provides the grounds to draw references between colours and human behaviour, however, it is in the hand of marketers to employ the associations effectively and skillfully.

Colours are involved with many aspects of our lives, and it plays an important role in the field of Marketing, with its ability to influence psychological and physiological reactions. How far would you consider that colour can create a significant impact beyond enhancing beauty? Comment on the stimulating associations that have been made with other colours in the field of marketing.