How branding and marketing uses the psychology of colour
In the field of branding and marketing, many aspects of psychology are used in order to influence potential customers. One of the most controversial of these methods is the use of the psychology of colour. There were several reasons why this particular psychology theory is so popular, and there are also a number of myths and false beliefs which marketers have about this type of theory. In order to understand how to use the psychology of colour in your branding and marketing, it is important to understand how it works, and how to avoid falling prey to some of the popular myths about this topic.
Mistaking bland comments for truths
Of all the problems that assail modern marketing and brand design, the most common is the belief that the vapid comments which often come with illustrations or lists are basic truths. This is particularly true when looking at the psychology of colour, where marketing teams pass around descriptions of colours, including famous people and their colour preferences, colour determined sales, and other nefarious facts which don't really have any real impact upon marketing and branding of colours. Misunderstanding these concepts can mean that you are creating a brand which is an unsuitable colour for your target audience.
Not understanding how market research works
The psychology of colour in marketing is so popular because the marketing team seems to believe that it can be quantified. However, evidence suggests that in fact there are a number of different reasons why people might choose a particular colour on a particular day. For example, context and experiences can influence how a person chooses based upon colour. Therefore, if you rely upon this form of research to choose a colour, then you may as well just employ a psychic to select your future branding.
Colour is still important
There's a reason why companies are so invested in the psychology of colour, and that is because colours do have an effect upon people buying. Studies based upon the impact of colour choice in marketing can find that the majority of quick judgements involved in impulse purchasing can be triggered by colour alone. Some brands may be popular simply because customers view their colour choices as the most appropriate when compared to similar brands. Therefore, it is important to consider colour when marketing and branding your products.
Focusing upon brand colours
One of the most important areas where colour choices are important to the company is in the matter of choosing logos for brands. Research suggests that it is important to select colours that are able to stand out against already established rivals, so that for example if your competitors use blue, it will make sense to use a light green or even a purple in order to stand out. Choosing the right colour also means trying to predict what your customers’ reaction to colours will be, so for example if you wish to have an outdoorsy field, then you are less likely to receive positive reaction if you choose pastels or pale colours. Having an understanding of customer reaction to colours is perhaps the most important part of the psychology of colour as it applies to marketing and branding.