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The psychology of colour is a fascinating subject and one that is worthwhile taking a closer look at before you embark on your next marketing campaign. By understanding which colours do and don’t appeal to consumers, you can create a colourful campaign that attracts attention from the right people.
The Psychology of Colours
In offline marketing, the most important element is its visual appeal. Your logo is the icon that consumer recognise. For some businesses, the logo is so strong it is recognised instantly, with no need to attach a slogan or by-line to confirm who and what the business it.
Your logo is a powerful symbol. Your offline marketing campaigns are the vehicles that drive this recognition, enticing and converting people to buy.
Surely, you think, all marketing is a case of simply letting people know who you are, what you are and where you are, alongside what you sell and for how much for. Or is it?
Remember that buying is an emotional decision, a mix of the practical – the head – with the emotional – the heart. In order for someone to understand that your products are the right and practical solution, you need to appeal to their emotions.
And this is where the colour spectrum comes in. The colour you choose for your logo and offline marketing campaigns needs to do more than appeal. It needs to evoke the right reaction.
For example, a funeral director wouldn’t use bright, sunshine yellow, peppered with Day-Glo orange and zany pink to entice more people to buy a funeral plan, would they? They would use more muted colours, black and grey, maybe with a hint of dark green.
Colours and Message
It is important. There is some research that suggests 93% of consumers base their decision on whether to take a closer look at what you offer based on the visual appeal (i.e. colours) of your logo, marketing posters, brochures and so on.
It is all about creating the right first impression.
With such a lot riding on the right choice, let’s take a closer look at what messages colours broadly give off.
Powerful and eye-catching, the colour red has a lot going for it. It is, after all, the colour we associate with passion, which is why there are red roses are everywhere on Valentines Day. It is the colour of urgency, making it the ideal backdrop to the ‘sale now on!’ posters we see stuck to shop windows during the January sales.
It is also a colour linked with appetite, which is why so many fast food restaurants use it as the backdrop colour. After all, the drive-through takes minutes, giving you instant gratification. Hence, it makes sense that the colour of urgency is attached to your burger.
Whereas red arouses passion, blue brings a sense of tranquillity, peace and reliability – and curbing your appetite, hence no blue for restaurants and cafes.
Take a moment to think about which logos are blue. You will probably think of social media giants Facebook, Twitter and LinkedIn. Reliable, dependable, it makes sense that if you want consumers to associate your products and business with these kinds of emotions
Linked with nature, it too creates a sense of well-being and dependability. From environmental agencies to tractor manufacturers, you will find green part of their logo and offline marketing palette.
You may also find that other companies, desperate to be seen an environmentally friendly – think of a large petroleum organisations – will use green somewhere in their material.
Regal, respect, wisdom, luxury – four emotions that any company would be proud to be described as. Thus, purple is the colour of choice. It also signifies creativity and problem-solving.
It is a ‘young’ colour too, and so if you want people to look at your next marketing promotion and have feelings of nostalgia and luxury, then this is the colour.
Cheerful and promotion optimism, yellow is the colour of sunshine. Also a young colour, it can signify that a product or service is fun. But there is also a lesser-known darker side to yellow, and orange to a certain extent too. It can create a feeling of anxiety and thus, is a colour commonly used for impulse buys.
What Does All of This Mean…?
It isn’t just a case of choosing your favourite colour or colour schemes the next time you opt for fabric printing. It is a far bigger and wider consideration than that.
Think about which colours appeals best to your consumer. There is a gender split in how colours are perceived – and about the emotions you want to provoke in people. The above is just a quick, scant consideration of only five colours and what they can ‘say’ to people.
Did you realise there was such a lot to think about when it comes to colour and offline marketing?