April 2021
The Significance of Colour In Marketing
Digital Marketing Message

The Significance of Colour in Marketing

Have you ever been compelled to buy that bright pink dress or click on that luminous red banner? Something you cannot underestimate is the significance of colour in marketing.

Well, we are here to help you understand why!

There is a study known as colour psychology which assists marketers with their marketing campaigns. Colour psychology is the study of understanding how colours correlate to human behaviours. The purpose of this colour related study is to better understand how colours in marketing can affect the consciours decisions we make each day. This includes our consumer behaviours such as comparing, reseaching and purchasing decisions. In the marketing industry, marketers tend to take advantage of the significance of a colour palette and essentially create a successul campaign as well as a prosperous brand image.

Colour In Marketing

Why is Colour Important?

Colours are extremely valuable in marketing campaigns and websites. Colours have the ability to speak to consumers other than visually, can create a well-balanced advert or website design and a perfect selection of colours can lead to a pleasurable experience for consumers.

Firstly, colours do not just serve a purpose of a visual aid but also communicate with consumers on an emotional level. They can draw on personal experiences, emotions and feelings that heighten the relationship between the brand and the consumer. A successful marketing campaign will utilise colour as words themselves cannot replicate the language of colour. Thus, making colour a more effective persuasion technique.

Additionally, colours create a well-balanced campaign or website design. If three to four tones are used consistently throughout the campaign or website, it provides a sense of professionalism as well as an appealing clear design. Consumers will be drawn towards this and it will increase the chances of retaining them as a customer! Although colours are important, make sure to avoid using too much colour to eliminate the possibility of visual clutter and mess!

Furthermore, selecting the perfect colour combination is essential. Choosing the right colours in marketing could mean the difference between a successful or unsuccessful business venture. This is all dependent upon how consumers react to the selected colours and whether it leaves them with a positive or negative experience with the website or advert.

In summary, colours are EXTREMELY important in marketing and must be thought about extensively in order to appeal to consumers.

The Significance of Colour Blue

Significance of the Colour Blue:

Blue is associated with positive emotional reactions. It suggests feelings of responsibility, trust, security and dependability when it is integrated with your branding.

For example Twitter uses the colour blue to make sure users feel lik they can depend on the brand for credible information which is relevant and trending in real time.

Other Brands using the colour blue include: Facebok, LinkedIn, Ford, Paypal and Samsung.

The Significance of Colour Red

Significance of the Colour Red:

Red can be used in favour of marketing campaigns and can evoke powerful emotions. Being such a strong colour in nature, red can be used to incorporate feelings like passion, love, and energy into your brand whilst signifying determination, excitements and courage.

Red is also predominately used in fast food as it stimulates hunger. Think of the majority of any fast fod restaurant and notice how they all include the colour red in their branding.

Examples of Brands using the colour red include: Coca-Cola, McDonalds, YouTube, Nintendo, Kmart, Lego and CNN.

The Significance of Colour Green

Significance of the Colour Green:

Green is the colour that has strong connections to health and nature. It is a colour that provokes emotions that are calm, soothing and harmonious.

Green is best used by brands who are mature and professional with their marketing. Consumers firmly associate the colour green with environmental and natural ideologies, making it an ideal colour for brands who are concerned with sustinability and organics to convey this message. Brands can also utilise this meaning through promotions of eco-friendly initiatives.

Examples of Brands using the colour green include: Starbucks, The Reduce Reuse Recycle movement, Spotify and Heineken.

The Significance of Colour Black

Significance of the Colour Black:

Although you may consider Black of being the absence of colour completely, it is actually a very effective colour choice to use in your next campaign or project. Black tends to promote the idea of a serious. classic or luxurious campaign. Brands that associate with the colour black tend to be more expensive and professional, hence they are able to create a memorable visual identity that is simple, yet bold, and creates a confident and sophisticated feel.

Examples of Brands using the colour black in their identity include: Nike and Guinness.

The Significance of Colour Pink

Significance of the Colour Pink:

Pink is a commonly used used colour in marketing. Pink represents unconditional love, playfullness and femininity. Pink is a colour that is traditionally aimed towards female audiences, but is also associated with other activities including baking. Pink can be useful in conveying a more emotional and nuturing message.

Examples of Brands utilising the colour Pink include: LG, Barbie, Instagram and AirBnb.

The Significance of Colours

Now that you have seen some of the benefits of using different colours in your design work, you should be able to make better decisions in choosing the right colours for your brand and be confident in the message and meaning those choices are conveying sublimily to your consumer audience.

If you need assistance with creating the perfect colour palette for your next project, or just feel like talking about colours, feel free to get in touch with us!

Savannah Challinor

Savannah Challinor is currently studying a bachelors degree in Commerce (Dean's Scholar) with a Major in Marketing at the University of Wollongong. Savannah is a Marketing Assistant at AdCraft Studio and an eager copywriter.

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