In fact, up to 90% of first opinions come from colour alone. One research paper from the University of Winnipeg found that the initial judgements people make about products, and brands, are based almost entirely on colour. Of course, just because the psychology of colour is complicated, doesn’t mean it isn’t important. In fact, it’s not always the shade itself that has the biggest impact on your audience, but how “appropriate” that colour feels in the context of the brand that’s using it. Studies show that the way you use colour in branding will often be affected by individual perceptions. One of the most significant problems with the psychology of colour and design, is that the meaning of certain shades can vary depending on cultural background and personal preference.Ĭolour psychology isn’t an exact science. However, not every person will respond to colour in the same way. In simple terms, colour plays an essential role in creating a strong first impression for your customers. The brain then activates the pituitary and thyroid glands, which promotes the release of hormones responsible for causing fluctuations in emotion, and behaviour. The psychology of colour in marketing and brandingīefore we break down the psychology of colour in marketing and branding with a look into some of the most popular colours, it’s worth highlighting why it’s so important to choose the right pigments for your brand.Īccording to some studies, when human beings see colour our eyes send messages to a specific region in the brain known as the hypothalamus. Here, we’ll cover an introduction to the psychology of colour, and help you to understand how you can use colour in branding to inspire, invigorate, and engage your audience. Check out these brilliant Pantone resources from Amazon: The key to success, is not only understanding what each colour means from a psychological perspective, but learning how your ideal customer will respond to the shades you choose in context. In the world of branding, colour psychology is involved in everything from your logo design, to your marketing materials, and even the way you build your website. The chances are that when you envision big businesses like Coca-Cola, Facebook, and Starbucks, you can automatically recall the way they use colour. When it comes to the psychology of colour in branding and marketing, research suggests that colours improve brand recognition by up to 80%. That’s because we naturally associate colours with moods and emotions. We say we’re “feeling blue” when we’re sad, that we’re “green with envy”, or that we’re “seeing red”. In fact, colour has even crept into our use of language. Each shade resonates with us on a different, and unique level. Have you ever wondered why stop signs are red? What about why companies like Facebook drown themselves in blue while organisations focused on growth and creativity choose green? The answer is in the psychology of colour and design. Whether you recognise the influence on your life or not, the truth is that different shades and hues capture your attention and inspire your actions, altering your perceptions and behaviours daily.
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