Understanding the influence of colour on consumer behaviour will help your brand become a success, whether you’ve decided to leave a firm and start your own business or are launching a game-changing new startup. According to research, up to 85% of consumers say colour is the most important component in deciding which product to buy, and 92 percent believe the visual appeal is the most convincing marketing aspect overall. Colours may be found everywhere around us. Analyze this. The vivid blue of a clear morning sky makes us feel alive and free; the deep purples and reds of Spring flowers generate feelings of warmth, vitality, and energy; and the pitch-black sky at night evokes feelings of mystery and seduction. Whether we are aware of it or not, colours elicit a wide range of feelings in us, which may drive us to love a certain location, be drawn to a given product, or even reject a specific idea. They operate on a subconscious, even visceral level that we often overlook.
Why are brand colours crucial in marketing?
They believe first impressions are everything. This is especially true for your brand because people are likely to notice your brand’s colour first. This is because colours evoke emotions and sentiments while also conveying information. As a result, customers might develop an early opinion of your goods without understanding it. Simply put, brand colours significantly impact whether or not customers want to engage.
Customers’ reactions to colour:
We all know that red represents danger and green represents nature, but colours have extra meanings and connotations. The study of how colours influence perceptions and behaviours are known as colour psychology. It enables us to comprehend colour and use it, particularly in marketing and branding. According to research, colours account for 62% to 90% of a product’s evaluation; therefore, it’s critical to correct your brand palette.
Choosing the Colour Palette for your Brand’s Marketing:
Understand the meaning of colours
The narrative behind each hue can easily lead to a rabbit hole of discovery, but here’s a brief overview to get you started:
Danger, excitement, and vitality are all linked with the colour red. Additionally, it is considered a hue of love and passion.
Pink is a feminine colour with emotional and romantic overtones. Hot pink, for example, maybe both young and striking.
The orange, like its namesake, is vibrant and fresh. A unique quality of it is its innovation, daring, and cost-effectiveness.
Yellow represents hope. It’s a hue that makes you feel cheerful and fun.
Green is a natural colour that is frequently used to show sustainability. Nevertheless, it can be associated with wealth and status.
Blue has a stellar reputation for reliability and trustworthiness. A lot of people associate it with depression.
Purple is associated with royalty and grandeur. However, it has the potential to be spiritual and mysterious.
Brown is a straightforward and honest colour frequently associated with organic and healthy items.
White represents purity. It has a simple vibe to it and portrays simplicity and purity.
Black is both refined and beautiful. Although it is formal and opulent, it can also have a sad side.
Multicolor is open to everything or united. It portrays diversity in a powerful way.
Decide what the essence of your brand is first and foremost.
First and foremost, determine what your brand is all about. Knowing your business’s goals and how you want your target audience to feel can help you select the right colours for your brand.
Would you rather want that your brand makes your customers happy, wealthy, or informed?
Do you want your target audience to feel optimistic, confident, or knowledgeable?
Is your brand lighthearted, serious, or inspiring in nature?
Customers’ perceptions of you might help you narrow down your colour scheme even further. For example, while your product may be organic, which is connected with the colour brown, your brand essence may be about celebrating kindness, in which case you may use cheerful yellow.
Examine the hues of competing brands.
Colours for a brand should stand out or be easily identifiable. You don’t want your product to seem the same as its rivals, whether online or on the shelf. For example, sunscreens are frequently seen in a sea of yellow, while IT businesses are frequently seen in blue. It’s easy to be missed when every product appears the same. Rather than just focusing on what your brand or product does, think about what it does beyond the obvious. For example, sunscreen may provide sun protection, but it may be a viable option. Build your own mood board so you can see how you can stand out from the competition and avoid getting lost.
Make a colour palette for your brand.
We shall examine each of the red shades in terms of both their colour and their palette context because there are so many shades of red to choose from.
They are a variation of the fundamental colours red, yellow, and blue. But, as you may recall, they can produce any other hue depending on how these three colours are blended.
Shade of Color
When black is applied to colour, the quantity of shade relates to how much black has been added.
This is the white form of shade, with white added to lighten the hue.
Tone or colour saturation
It describes adding both black and white to colour in order to alter its appearance.
Where should your brand colours appear?
Once you’ve identified your hue and built a palette of supporting colours, it’s time to put your research into action. But, first, make sure your chosen colours have the intended effect and can be used in several ways across all of your touchpoints.
Your brand colours may show in the following places:
- In-store stationery
- Staff uniforms
- Social media advertising
Test your colours in one or two forms before committing, such as social media or printing business cards.