Author: Steve McEachern
Date Posted: April 24 2020
Information to Keep in Mind When Making Colour Choices in Business Marketing
Colour is an essential business tool due that it impacts people's thoughts and behaviour. It acts as a cue, directing people where to look, what to do, and how to interpret something. Colour gives context to content; helping with decision making and prioritizing of information.
Colour psychology has been studied and analyzed for marketing purposes over many decades, and although the full psychology of a colour's impact maintains some subjectivity, notable generalities have emerged. Below, are a few generalities about how people respond to colour.
The Colour Psychology of Red
Red is a very powerful and dynamic colour, often reflecting or imposing a strong physical sense: affection and love, terror, fear, and survival. Red energizes and conveys strength, but it might also give a portrayal of demand and aggression depending on its context used. For a really powerful presence or attention grabber, red may be ideal. But use red sparingly to avoid the extreme negative feelings that red might awaken.
The Colour Psychology of Orange
Orange has interesting psychological aspects in that it blends the power and energy of red with the friendliness and fun of yellow; resulting in orange impacting contentment in our food and shelter. Orange is also known as a colour of motivation, positive attitude, and enthusiasm. Overall, orange is a helpful colour to bring a sense of comfort in tough times, or to impose a sense of fun and freedom.
The Colour Psychology of Green
Green is a colour of balance and harmony, and imposes a clearer sense of right from wrong due that green draws into both logic and emotion. Green is one of the most common colours in nature reflecting life, rest, and peace. Green is also a symbol of growth in income and wealth. If you need to portray health, rest, and relieval of stress, use green; but also keep in mind that green can trigger a sense of possession and materialism.
The Colour Psychology of Blue
Blue is a colour reputable for conveying a sense of trust and dependability when building business relationships. Blue portrays reliability, responsibility, and mental soothing. For these reasons, blue is the most desired choice in marketing across the entire world. Unlike red, blue lends a more mental reaction rather than physical, resulting in a sense of calm and less stress. That said, blue often lacks a prominence to be seen aside other colours.
The Colour Psychology of Purple
Purple aligns with a sense of imagination and spirituality. Purple blends some energy and power of red, with the stability and reliability of blue, making it great to show luxury, loyalty, courage, mystery, and magic. Purple soothes, and inspires creativity; but use care when employing purple, as it can also cause too much introspection and distraction as thoughts wander.
The Colour Psychology of Pink
Pink is a soft, less intense version of red and imposes a sense of unconditional love, soothing rather than stimulating, making it a perfect colour for conveying nurturing and sensitivity; however, among business marketing, pink displays a lack of seriousness, can be draining, and presents a lack of power and immaturity. Pink is common in popular use to market products towards women and young girls.
The Colour Psychology of Gold
Gold has interpretations varying with culture. Globally, gold consistently portrays charm, confidence, luxury, friendliness, and an abundant prosperity with a natural attractiveness. Too much gold, lacking balance with a complimentary colour, however, can seem egotistical and overly proud.
The Colour Psychology of Brown
Brown displays structure, security, and protection. Brown offers a sense of safe support, reservedness, and yet is also a very serious colour that you can use when black might be too intense. A pitfall to the use of brown is that it can feel scheduled and boring.
The Colour Psychology of Black
Black portrays a sophistication, seriousness, control, and independence when used in marketing. Black, being an absence of colour stays hidden, in control, and separate from others. Black is ideal for high contrast and easy legibility.
White presents as completeness, innocent, clean, and peaceful. White can represent new beginnings, and gives refreshment. White includes a balance of all colours, thus conveys many meanings, with equality; and can be used to compliment any other colour with an expressed simplicity.