Hues and Views: Exploring the Impact of Color Psychology in Advertising
January 23, 2024 | Advertising | No Comments
THE PSYCHOLOGY OF COLOUR IN ADVERTISING!
From our rooms to the office walls, busy roads to serene parks, TV screens to cinema theatres – the world is a rainbow of colours immersed in emotions. The earth we live on is also described as the blue planet. Colours speak louder than words.
Colours have the power to evoke emotions and convey meanings. Each colour represents a certain set of emotions, a proper interpretation and implementation of this in your branding and marketing campaigns can help you to yield positive results.
Barbenheimer – The clash of the two themes!
Each and every one of us might not have missed the legendary Barbenheimer phenomenon that had swiped the internet by storm. The clash of the two Hollywood biggies gave the brands around the world a trend to cherish and celebrate. The effect was nothing but a clash of contrasting colour palettes. The bright colours of the Barbie took on the dark shades of Oppenheimer, which led to a conflict of colours that were visually striking!
What is the importance of colour psychology in advertising?
Put in simple terms, colour psychology is the study of how colours affect people. The colours used by a brand distinguishes them from their competition and creates a unique identity for them. These have the power to attract, influence and contribute to the purchasing decision. Colour psychology is one of the foundational elements that a brand needs to establish and upkeep. The colours used by the brand signify the emotions that it wishes to evoke in the minds of its target audience.
Did the visuals make you thirsty?
Thus, the main benefits of using colour psychology in marketing are:
Creates a unique brand identity
The right colour blend with the design elements will give your brand a distinct and unique position in the market. It acts as a silent promoter of your brand. Some brands evoke brand recall just by their colours. This helps your target audience to identify your brand easily. The easier the identification of your brand and the values that you hold, helps you increase the chances of conversion of your products.
Lays the foundation for marketers
Once the colours of your brand are listed, it opens up a world of possibilities for the marketers. They make use of a wide variety of tools to build strategy, craft collateral for promotion and build the brand. The proper branding helps them to take your brand forward.
Nurture a connection with the target audience
Colours spark emotions, hold the power to retain and recall. The right blend of shades enables your brand to create the right kind of impact and evoke the right emotions as you want them to be. The proper utilisation can help you influence their purchase decision and prompt them to buy your product instantly.
Shape their perception
The moment we see a colour, our brains automatically interpret the emotion connected to it. The colours that you use for your brand serve as the layout for all your future plans. Colours can help your brand to create perceptions of your brand in a clear way. The right colours clubbed with the fonts that echo your brand values – helps you pull customers and ease the purchase of the products/services offered by you.
Now let’s decipher the colour meanings in advertising:
Understanding colour psychology is one of the elementary lessons a marketer needs to master. This lets you colour the world with the right shades to evoke the desired emotions. Now let’s look at some of the tips and the tricks for choosing the brand colours.
Start with a proper understanding of the brand
Start with a verbal description of your brand. Note down all the characteristics of your brand and how you want the customers to see and interpret it. The basic emotions you are trying to evoke in your customers will help you in deciding the brand colours. For example, if your product is something that is immersed in sheer luxury, purple will be a great option for it.
Paint the brand with colours that are authentic
Choose colours that reflect your brand values and the mission that you want to uphold. The industry that you serve also affects the brand colours that you choose. Try to bring out a mix and match of formats, visuals and tones that echo originality and feels authentic.
Choose a colour that attracts your target audience
The basics of choosing the brand colours involves identifying your target audience. Try to blend in the colours that are attractive and help you grab the attention of those you want to impress.
Choose a colour that’s bold and helps you stand out from the rest.
Pick colours from the palette that help you gain the upper hand in the market. There might be hundreds of products/services that might be direct competition for your product/service. Hence, land on the shades that help you stand out and reflect your brand.
