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The Psychology of Colour: Why You Need to Get It Right
Colour has a big impact on how people view your brand. Whether you're a graphic designer looking to connect with a younger audience or an architectural photographer looking to increase client trust, colour and its meanings may help you attract and connect with your target visitor.
Colour psychology may even help you create a powerful and relevant brand. In this post we will define colour psychology and help you learn more on the hidden meanings of the most often-used hues.
What is Colour Psychology, exactly?
First of all it is a subject which we made a personal crusade to bombard you with, on both our Instagram and LinkedIn pages. Why? Because it's an undeniably lush and colourful (😅) subject. And if THAT was not enough, we also ranted on why colour can make or break a website a few months back.
But let's get back to it - what is colour psychology again? The study of colours in connection to human behaviour is known as colour psychology. It seeks to ascertain how colour influences our daily decisions, such as the products or services we purchase.
Does the colour of a garment entice us to buy it? Do the colours of a packaging influence our choice of one brand over another? Is it true that the colour of an icon makes us more inclined to click on it? The quick answer is yes. But the why is a little more nuanced.
How we perceive hue can also influence why we favour one colour over another. The same hue may have several meanings depending on our upbringing, gender, region, beliefs, and a range of other circumstances.
Image Credit: Huffington Post
The Importance of Colour Psychology in Digital Marketing
Colour wakes emotions. It evokes strong feelings. It's no different when it comes to choosing colours for your company. Choosing the appropriate colours for your digital campaigns can mean all the difference between your business standing tall and falling short.
By carefully integrating colours in your marketing efforts, you can persuade your audience to see what you want them to see and help them see you the way you want to be regarded. This is why colour psychology can be so beneficial to your marketing efforts. Because it may assist you in portraying your brand in the manner which you choose.
While the proper colours might improve brand impression, the wrong colours can harm your business's image. For example, if you use the wrong colours for your text or logo, it will be less legible and difficult for your audience to grasp.
Or you can risk being completely ignored. Marketers may utilise colour to impact how consumers think and behave toward a brand, as well as how they comprehend information. The use of colours can then assist individuals in determining what is significant. As a result, content marketers must grasp what various hues represent.
Colours and Meanings
The Psychology of Red
Marketing colours such as red may draw attention. The colour red represents excitement, passion, danger, energy, and action. You may have noticed that some businesses utilise red for 'order now' buttons or packaging to stand out on the shelf. Red is the most vivid colour in colour psychology. As a result, it can elicit the most intense feelings. Red may also be associated with danger, so use it carefully. If you use red on your website, reserve it for call to action or sale symbols that contrast nicely with your store's style.
Red is an iconic colour which is utilised by businesses such as Coca-Cola and YouTube. Because the colour red stimulates hunger, businesses such as Coca-Cola frequently employ it in their branding. They also employ terms like happiness in their branding, therefore the colour red is used to create excitement. Because of the thrill of watching videos online, YouTube most likely employs the colour red. Take note of how the red portion of their emblem represents the play button, which might assist force someone to act. It urges you to watch their videos by pressing the play button.
Image Credit: Coca-Cola
The Psychology of Orange
Orange denotes creativity, adventure, passion, success, and balance in colour psychology. Orange provides a splash of colour to any image, website, or marketing piece. Despite its attractive hue, it is not as imposing as red. Many marketers still utilise colour to bring attention to call to actions or portions of a website.
Orange's colour connotation is visible in logos such as Nickelodeon and The Home Depot. Nickelodeon is a children's channel, therefore the logo's lively orange hue perfectly portrays the originality and energy that a children's show would require. The Home Depot supplies things that may be used around the house. Many Do It Yourselfers (DIY) visit House Depot to purchase supplies for home renovations or repairs. The orange logo here promotes inventiveness as well.
Image Credit: Nickelodeon
The Psychology of Yellow
Yellow's colour significance in colour psychology deals with sunshine. It inspires thoughts of joy, brightness, optimism, and summer, as well as deception and forewarning. Some businesses pick a bright yellow hue for their website's backdrop or border. You may also use yellow for your 'free shipping' bar at the top of your website if it suits the rest of the style of your website. A splash of yellow on your website might help visitors link your shop with something good.
Brands like Ferrari and Ikea employ the colour yellow. Many people aspire to drive a Ferrari. The premium brand is synonymous with enjoyment, summer, and a carefree way of life. The colour yellowing is also used in the branding of the Ikea brand. What exactly does purchasing furniture have to do with happiness? Let's take a look at who is likely to buy such things. Many people who have recently purchased their first house or are moving out for the first time will go to Ikea to furnish it. Yellow is a terrific hue to identify with the brand because this milestone is generally packed with enthusiasm and excitement for the upcoming development.
Image Credit: IKEA
The Psychology of Green
Green is strongly associated with nature and money in colour psychology. Positive colour connotations for the colour include growth, fertility, health, and giving. Green's colour meaning also has some negative connotations, such as jealousy. If you sell health and fitness products, you may want to include more green into your online business. A green backdrop, for example, might be used in your homepage banner picture or logo.
Brands like John Deere and Roots have popularised the usage of green. The whole John Deere brand focuses around nature. Their product portfolio includes landscaping, agricultural, lawn care equipment, and other items. Their identity is so engrained in green that even their equipment is the same shade of green as their emblem. When someone sees the product, they will immediately recognise it as a John Deere. Roots is a clothing store. However, while looking through their banner photographs and marketing materials, you'll notice that their models are frequently photographed in natural outdoor surroundings. The green logo complements their natural images, allowing them to attract outdoor enthusiasts as their target demographic. So, even if your items aren't particularly related to a niche, you may still use it to appeal to a specific target audience.
Image Credit: John Deere
We could go all day by the way and cover the entire rainbow but I think you get the idea.
Now that you understand colour psychology and the most prevalent colour meanings for each hue, it's time to apply it to your business. While there are common colours used in various areas, such as blue in health care, you don't necessarily have to follow the rules. Consider using colours that signify what you want your business to stand for or how you want your consumers to feel when they browse your online store.
Looking for a colourful way to promote your business? Start browsing our Branding services and let's define how your company makes you feel!