COLOUR PSYCHOLOGY IN MARKETING Lucy Falconer

COLOUR PSYCHOLOGY IN MARKETING

Colour psychology is the study of hues as a determinant of human behaviour. Arising from the principles of associative learning the relationship between colour and emotion holds much power, albeit subconsciously, in marketing.

A particular colour palette can evoke certain emotions, convey subliminal messages and most importantly impact consumers’ decision making process. So it is clear that businesses must go further than viewing colour as purely an aesthetic addition in order to maximise their success. By simply creating an advert in colour as opposed to black and white it is read 42% more, this is without even taking into account the colours chosen.

Red is a commonly used colour by major brands, such as Target, as it evokes strong emotions. This colour is dominant, immediately capturing potential consumers’ attention, a response key in an environment extremely saturated with competitors. Passion, excitement, urgency - a range of responses to this visual stimulant that enable marketers to provoke impulsive buying, acting upon desire. Red is also proven to encourage appetite therefore is frequently used often by fast-food chains like McDonalds. This is as a result of its physical effects on the body causing raised blood pressure and faster metabolism.

Blue is another widely used colour in marketing, with its versatile nature meaning it can be used by a host of different companies. Associated with tranquillity, reliability and trust, blue offers a sense of security promoting trust in a brand. This is seen most evidently in American Express who use this colour to impart feelings of stability which is paramount in the banking industry. Thus, blue is the most common colour used for conservative, corporate brands. On top of this, blue is highly popular in social media logos as it is suggested to represent communication, a key aspect of a brand's media presence.

Our associations with colours can vary depending on our cultural and personal backgrounds. This is seen through the colour yellow. In Japan it implies courage yet this is directly contrasted in South America where it is linked to cowardice. However, there are still generalisations scientists can make that when coupled with market research can prove highly accurate.

So, it is clear colours have the ability to amplify your marketing message. Speaking a language words cannot replicate, they can communicate with us on an emotional level thus are more effective at persuasion. If used strategically colour choices will reinforce and enhance a brands identity whilst harmonising with customers’ expectations: making it clear that businesses cannot rely upon simply choosing their favourite colours.