Apr 05 2019

Design Showcase: Colour Psychology and Brand Marketing

Posted by Aj Aviado , ,

Before you begin searching for the best SEO services in Singapore to start with your digital marketing initiatives, it’s important to make sure that your brand is already equipped with fundamental elements in image building: your brand’s colour.

 

Choosing the colour that will represent your company is as important as any other aspect of brand marketing. It helps establish the personality and the quality of the products and services that you will offer to the market. But do you know that picking the best Pantone that will go alongside your name can be tricky as well? Knowing which colour to use goes deeper than having an appeal to your target market; colours are incorporated with human behavior. Enter: The Colour Psychology.

 

Colour Psychology

Barbie is pink. McDonald’s is red. Starbucks is green.

 

These companies have fully (and effectively) established their brands with a trademark shade that has been present for generations, and has continuously set the bar for brand recall.

 

According to research conducted by Colorcom, consumers make subconscious judgement within 90 seconds of initial viewing of a persona, environment, or even products. It was also noted that between 62% and 90% of these were assessed based on the colour alone. Which means that, your target market can be attracted or displeased just by seeing your company logo or store colour. From the logo, to the packaging, and up to the entire marketing initiative, colour can be the core of your brand’s individuality and popularity.

 

Brands with iconic colours

Aside from the quality of products and services that these iconic brands have made, their brand colour plays a big role in their overall marketing initiative. Take a look how this impacts the impression of their customers toward their products and services.

 

RED

Have you noticed that many restaurants and food chains have red in logo? It’s no coincidence, it’s science. Red triggers your appetite and it ignites hunger. This color actually increases your heart rate which makes you hungry. So, it’s smart to incorporate it to a restaurant, right?

 

Try to search for “restaurant logos” in Google Images and you’re sure to get a smorgasbord of red shapes with combind with a lustrous and elegant text of their brand names.

 

Hungry yet? Well, wait when red is joined by a color that represents happiness.
Red Themed Brands

McDonalds

YELLOW

It’s bright and it’s sure to catch attention. Yellow makes you jump with happiness and friendliness; that’s why it’s mostly associated with brands who wants to have a fun, warm, and optimistic image. If you want to have a sunny impression, yellow is the best way to go. Many brands such as Subway, Snapchat, and (well) McDonald’s chooses this color to boost proposition in promoting positive outlook.
Snapchat

 

Subway

Aside from that, yellow is also associated with children’s brands as it can easily attract their attention. If you are looking to make a sale to kids, try to incorporate yellow in your logo or store design. Just like what Crayola, M&Ms, K-Zone, and of course, Warner Bros. has done.

Crayola

M&Ms

KZone

 

Warner Brothers

 

Yellow also creates a positive impact on your shopping experience. Since it’s bright and and relaxing, it elevates the consumers’ urge to shop. If you will notice, Best Buy and Amazon have been using it for years and it has sure contributed to the success of their companies.

 

GREEN

There are many variations that green can represent. Lighter shades of green can represent freshness and health while a darker shade of green can be more relaxing. Earthy-green colors are the best to promote environmental or natural awareness.

 

Starbucks may not necessarily be eco-friendly but the use of green in their logo (and other marketing collaterals) promotes relaxation, which is exactly what their company is aiming to deliver. Although their logo has changed since they first launched it, the company never failed to carry the same shade of green that they are known for – a color that has soon categorised the company as welcoming and relaxing.

Starbucks

Showing support to the environment calls for no other colour than an earthy green, which Greenpeace have used for a long time. Through the years, Greenpeace have embraced all shades of green to showcase their advocacy.

Greenpeace

PURPLE

If you want to portray royalty or luxury, purple is the colour that you are looking for. Just a little history, purple dye is said to be expensive back in the early centuries and only the wealthy people can afford it. Thus, it was associated with luxurious products.

 

Among many brands who are popularly known to be associated with purple are Hallmark, Yahoo!, Cadbury, and FedEx to name a few. The latter even associated purple in their company’s core values named as FedEx’s Purple Promise – a core proposition that aims to “…make every FedEx experience outstanding.”

Fedex

 

BLUE

Some companies want to be known as confident and reliable. If you are one of these companies, there’s only one colour that suits best your brand: Blue.

Blue Brands

For a long time in the world of advertising and marketing, Blue is known to be used by some of the biggest names in different industries ranging from health care to technology – Samsung, Oral B, Ford, Intel, Visa, Dell, HP, Skype, Unilever, GE, Pepsi, Philips, Nokia, and a whole lot more.. oh, and Facebook! Blue signifies intelligence and reliability plus it is commonly associated with corporate strength.

 

It’s an objective and subjective approach

Colour selection needs both objective and subjective approach. Technical skills are required when it comes to creating the colour personality of your own brand. To create a visually appealing logo, it has to be consist of a combination of basic analogous colours and contrasting them with a complementary colours.

 

On the other hand, colour perception also varies depending on consumer preference and demographics. If you are in Asia, red is represented with luck and prosperity while it is perceived as danger or passion in western societies. Using inappropriate colors for the target market can damage the reputation of your brand in general.

 

Above everything else, it’s important to create a thorough analysis and understanding of your potential consumers before coming up with the final decision on which color you should use.