One of the most controversial aspects of marketing is the persuasion of colours.
What is colour psychology?
The study of how colours influence perceptions and actions is known as colour psychology. Colour psychology in marketing and branding concerns how colours affect consumers’ perceptions of a brand and whether or not they influence consumers to think about particular brands or make purchases.
In a study published in 2006, the researcher found that “about 62‐90 per cent of the assessment is based on colours alone”.
The main issue of the psychology of colour in marketing and branding
One can find many infographics that split colours and label them accordingly, but this is inaccurate as colour depends on personal experiences; therefore, only some feel the same.
How to decide what colours to use for your brand?
When asking what colours would be correct, the answer always depends. It is the feeling, mood, and image that your brand or product creates that matters.
To make the right choice, search for studies related to colour psychology, and see facts on what impacts people regarding colours.
Research has shown that predicting consumer reaction to colour appropriateness is extremely important, rather than focusing on the colour.
When planning, ask the public to create a questionnaire about your brand. This way, you have concrete research.
Your brand’s personality
Colours influence how customers view the personality of your brand.
Colours must support the personality you want to portray instead of aligning your decisions with stereotypical colours.
Start by asking what you want your brand’s personality to be. How can you use colour to portray that personality?
In conclusion, to decide what colour you will be using, you must ask the public and research well before deciding.
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Article by Neil Psaila