Why does colour hold such power? It’s quite simple; colour, like music, is capable of evoking instantaneous emotions, reactions and physical responses. It has a profound influence on the choices you make consciously, unconsciously and subconsciously. It impacts your decisions about what you buy, what you eat, what you wear, how you live and who you love. Colour tells other people who you are – what your personality is. It has the incredible ability to tell stories and induce emotions, as it is closely tied to memories and experiences, and to express values. Colour is a language.
Nicola Watts of http://www.ogilvydo.com has produced a great feature on how colour differentiates products from competitors and influences attitudes towards certain products by shaping moods and feelings both positively and negatively. Having an understanding of the role that colour plays in marketing your products is essential.
All colours can evoke both positive and negative emotions. Warm colours like red, orange and yellow evoke emotions varying from feelings of warmth and comfort to feelings of anger and hostility. Cool colours like blue, purple and green are calming, but can also be cold and unwelcoming. But, as in nature, we do not respond to colours in isolation but in combination. There are no wrong colours, but there can be wrong relationships between colours when used together.
You may have a brand style guide that prescribes the correct palette of pantone colours to use. But, do you know what each colour stands for, both individually and collectively? Aesthetics are important, but not everything. Colour conversion effects are way more important. You make a statement with every colour choice you make and it is detected. The question is; do you know what you are saying, and is it appropriate? Used effectively, colour is one of your most powerful tools.
How is colour influential? What emotions do each of the basic colours invoke? Below, are some emotions the primary colour palette represents. No surprises that we picked purple!
The infographic is by Plum Communications who go on to state that if used effectively, colour theory is one of the most powerful tools we can wield; a form of non-verbal communication that can speak volumes in a fraction of a second. When we harness the right colour emotion to help tell a client’s story, it can have a powerful effect. Have a look at these well-known brands and see what emotion they are trying to convey in their marketing.
Colour differentiates brands. Consumers instantly identify a brand by recognising a certain colour on packaging, signage or promotional material before they’ve even read a single word.