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.
