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Colour can have a huge impact on your marketing results. In fact, it’s one of the most influential factors in a campaign. This is because colours have meaning and elicit different feelings. They can also be carriers of different connotations, so they have the power to trigger memories, emotions, and associations.
Colour has the power to affect us physically, emotionally, and psychologically. It’s capable of triggering memories, eliciting strong emotions, and creating associations. But, why is this? What is it about colour that makes it so powerful? And how can you leverage its power to generate better results from your marketing? Let’s take a look at the psychology of colour to find out.
What is the Psychology of Colour?
Colour is the result of light rays interacting with objects. It is a result of the interaction of two or more light waves of different wavelengths (or colours). The power of colour can be found in its ability to evoke strong emotional reactions. It can also influence how we feel physically, mentally, and psychologically.
The psychology of colour is the study of how colour influences human perceptions and feelings. It’s pretty much the study of how colour affects us psychologically.
When we perceive a colour, our brains process it according to three main principles:
- Hue: The overall colour (like red)
- Saturation: How bright or intense the hue is (like a red rose is more intense than a red apple)
- Intensity: The strength or power of the hue (like a red rose has more power or strength than a red apple)
When we perceive an object as red, our brain automatically associates this with the concept of heat. Hot, in this sense, is not a visual attribute of the rose, but is a property that red roses possess. We experience this through touch, smell, and sound. In other words, hot is an emotional word, not a visual one. Hot colours tend to be emotionally charged, while cool colours tend to be more calm and relaxed.
How Colour Affects Our Brain
When you look at a piece of art, what do you see? Take a minute to really focus on the colours of the piece and notice how they make you feel.
Now imagine you were to walk into that room and see the same colours but in a completely different piece of art. What colour would you associate with the new piece?
Our brains are constantly processing information and creating associations based on what we see and experience. Colour, therefore, has the potential to affect us on a deeply emotional level. It can evoke strong feelings such as joy, sadness, love, hate, attraction, and more.
How to Use Colour in Marketing
The importance of using colour correctly in marketing is undeniable. Incorporating the right colours into your marketing strategy can help you create memorable experiences that trigger strong emotions favourable to brand affinity.
The right colour can affect how we feel physically, mentally, and psychologically. With this in mind, the following tips can help you use colour in your marketing efforts to its fullest capacity.
Try to incorporate more colour in your logo. This means ensuring that your logo is bolg, vibrant, and eye-catching. Once that is settled, use the logo as your branding. Try to keep it close to your business colours. Business colours will come in handy for the logo, social media, email, and even products! That way your audience will see that your business is consistent and coherent.
When to Use Colour in Marketing
When should you use colour in your marketing efforts? Well, this depends on the specific situation and goals of your business.
Generally, you should use colour when it makes sense given the circumstances. Doing so can help you achieve your marketing goals by creating a more memorable experience and eliciting emotional reactions.
Paying attention to colour can be done starting from the very beginning of your business journey. Use the psychology of colour in the way you choose your brand colour, logo, and etc. Think about what you want to show your customers and work on it from there.
Conclusion: Colour Psychology in Business
Colour is a powerful tool and should be taken seriously. The psychology of colour can affect how people feel emotionally, physically, and psychologically.
When used correctly, it can create memorable experiences that elicit strong emotional reactions and lead to higher sales. Aside from that, the right use of colour can also help you establish a personality for your brand and differentiate it from competitors.
Ready to use colour psychology in marketing? Stay tuned to learn more!