The psychology of colour involved in branding and marketing
Colours are probably the single most important things when it comes to branding as it portrays a massive part of the brand and the marketing. The colours of a brand can tell a lot about what that brand does and it is important that the right colours are chosen. For example, a landscape gardening company will benefit more from greens and browns as opposed to reds due to the nature of the company. I also think that colours have to be chosen on someone’s personal preference.
Psychology of colour
Nowadays people believe that colours have some form of Psychology behind them and that colours are translated to specific feelings. The idea that yellow, for example, portrays clarity and warmth is more based on opinion. Research shows that colours will be picked more on personal preference and experiences rather than all colours having a certain category in which they fall under. With this being said some colours do portray a certain message as many people have the same opinion on some colours.
Colour trends for Men and Women
It’s important to understand that different environments play different roles in dictating appropriateness for gender. The classic colours for genders are displaying boys as blue and girls as pink. Through research, it is surprising that men and women don’t differ too on colour preference. The favourite colour for both men and women was seen to be blue whereas the second favourite was purple for women and green for men. Men and Women also shared the same opinions on their least favourite which resulted in orange and brown being the least popular colours.
Colour palettes and conversions
When picking colours for a brand it is normal to pick three, having a primary, secondary and tertiary colour. The main purpose of the secondary colour is to complement the primary colour. The primary colour is for consumer preference whereas the secondary colour is more for the aesthetic response. The tertiary colour is there for any parts that don’t require the primary or secondary colour. A large amount of people prefers colours patterns with similar hues.
How colour names can change your opinion
Nowadays colours can be perceived in different ways depending on their names. For example, Cappuccino was found to be a lot more popular than the word brown even when the colours are the same. A great example of this is makeup where they exaggerate the colours name to make it sound better than it is. People are more inclined to purchase a product such as paint when the name is glamourized.
My favourite colours in branding
For me my favourite colours to work with are bright and attractive colours. Something that is more likely to catch the eye of the consumer. However, using colours are that are appropriate are always better to work with. For example, if you were branding for a corporate feel then more muted colours would be appropriate.