Get The Green Light - How Colour Theory Influences Our Buying Habits

Have you ever stopped to consider what it is that draws you to an advertisement? In some cases it’s the message, a portrayal of humor or sadness via a single word or a simple phrase. In other cases it’s the imagery. After all, pictures can sometimes convey messages better than actual words. But sometimes messages are conveyed in a much more subtle way - through colour. As an often overlooked component of marketing, the effect that colour has on us as individuals is often affected by various elements such as personal experience, upbringing, context, cultural differences or memory. Given this, marketers can utilize colour to persuade consumers in subconscious ways. So instead of making colour an afterthought, let’s take a look at ways in which you can make colour work for your next marketing campaign!

Colour and Branding
Colour, and our perception of colour, is closely tied to the science of branding. The theory behind the psychology of colour suggests that various colours represent certain emotions. Yellow, for instance, is often thought to be the “happiest”, most positive or “optimistic” of colours, whereas red evokes everything from “anger” to “passion”. Conjuring an emotional response in consumers via colour is thus a major focus of the effective marketer and discerning corporations know that they ought to leverage the power of colour in order to create meaning for their brand. So how can colour work for a company as part of a branding strategy?

Corporations such as Coca-Cola, Canon, and others utilize the colour red in a variety of ways. In these cases, red suggests boldness, youthfulness, and excitement. By contrast, yellow, used by companies like McDonalds, Shell, and Nikon, represents optimism, clarity, and warmth. Harley Davidson matches the rugged image that it wants to portray to bold, powerful colours like black and red, and black on higher-end vehicles conveys sophistication. These colours immediately make consumers think of power and strength - a clear branding strategy that works well for this iconic company.

So how can you make colour work for you and your business?

1. Build colour into your brand identity.
   Think about the image you want to portray. Are you strong, powerful, soft, romantic, business-like or playful? Think about the colours that would communicate these images. Richer, vibrant colours are full of energy whereas softer colours like pastels are more romantic, relaxing, and soothing. You might, for instance, brand a spa or massage therapy facility using pastel hues.
   
   
2. Differentiate your colour strategy from your competitors.
   What happens if all your competitors are using blue or green? Go bold and stand out with something completely different like red or purple!
   
   
3. Think about your theme.
   Are you marketing environmentally friendly goods? Soft yellow-greens are tied to earthiness, growth and rebirth. Shades of green are therefore perfect for eco-friendly companies or young enterprises focused on growth. Green also signifies wealth and abundance so think strategically about the shade you choose!
   
   
4. Incorporate bold colours into your logo and across your brand.
   Ideally you want to think about your colour strategy. Core colours should appear in your logo, across your website, and tie into any promotional items you choose to give away (such as pens, shirts, drinkware or bags)! Choose colours that can be paired together so your product and logo will compliment each other.

Thinking about colour as part of an overall marketing strategy will help give your branding (and your promotional material) a polished, cohesive look. If you make colour an afterthought, you run the risk of confusing customers with your company message or sending a message that contradicts your overall company goals. Make colour a core component of your marketing strategy and make sure you send the right message to your customers.  Reinforcing your message is as easy as choosing the right colour palette!