How much does colour really affect your judgement? Can I try to sell you a red doodad and assume you’ll want it because red is exciting? In truth, colour doesn’t work like that; it isn’t a tool used to manipulate buyers into believing our brand is exciting or sincere. However, people do associate certain colours to what they believe the particular colour represents - green is natural, purple is sophisticated etc. Despite this, the most important role colour plays in marketing isn’t how it represents the product, but how it represents the brand.
Deciding on a logo is a vital decision for a new company, as it can sometimes make or break a customer’s first impression. Although it is impossible to predict the specific emotions you will evoke through colours, researchers have found that up to 90% of snap judgments made about products can be based solely on colour (depending on the product). However, it’s important to consider how appropriate the colour choices are and whether they properly relate to the brand. For example, if you are creating a sophisticated image for a law firm, you may want to avoid hot pink.
There’s no sense in suggesting that one particular colour will create a certain effect. It’s easy to assume that green feels calm but it depends on the context of the brand. Green can also suggest nature, or minty freshness. Unless the colour matches the brand’s character, it won’t add anything to sway the consumers into buying your product. Context is the difference between a successful marketing campaign and a lousy one. The last thing you need is to work on general assumptions and personal responses to colour. Instead, professional advice or in-depth research will be vital in deciding which colours to choose and where to use them.
Although it may seem basic to associate colours and feelings together, such as red and excitement, it’s hugely important in terms of brand marketing. Even if you don’t find Coca-Cola an exciting product, their advertisements are often seen as bold and full of life. The relationship between Coca-Cola and excitement originates from the red label, reminding consumers that their product is the fun choice.
When you’re trying to appeal to your target audience, it’s important to avoid siding with the basic assumptions. Boys don’t all like blue, and girls don’t all like pink. Research has shown that the main favourite colour for both genders is blue, but what differs is the preference on hue and saturation. Men tend to favour bold colours, whilst women mainly favour softer and lighter shades. Although blue might reflect the brand’s personality, it’s just as important to consider the hue and saturation of the chosen colour to ensure you’re appealing to your desired demographic.
Remember that, when you design your brand, colour is the most important and effective tool in the shed. Sure, the consumer may not decide to buy something simply because it’s purple, but any advantage that may sway them to reach for your product over your competitors' is a bonus.