Colour has the incredible ability to evoke emotions and influence decision-making, making it a crucial aspect of branding and marketing. In fact, did you know that people make a subconscious judgment about a product within 90 seconds of initial viewing, and up to 90% of that assessment is based on colour alone?
Let’s take a closer look at the different meanings behind colours and how they can impact consumer behaviour and brand perception.
This fiery colour is often associated with passion, excitement, and urgency. Brands like Coca-Cola, KFC, and Netflix use red in their logos to evoke feelings of energy and excitement. Feeling pumped yet?
Bright and cheerful, yellow is associated with optimism, creativity, and happiness. Brands like McDonald’s and Snapchat use yellow in their branding to convey a sense of friendliness and cheerfulness. Let’s smile!
The colour of nature, green is associated with growth, health, and sustainability. Brands like Whole Foods, BP, and Animal Planet use green in their branding to convey eco-friendliness and environmental awareness. Let’s protect the planet!
Calming and trustworthy, blue is associated with security, stability, and reliability. Brands like Facebook, IBM, and American Express use blue in their branding to convey a sense of trustworthiness and dependability. Feeling secure yet?
Regal and luxurious, purple is associated with sophistication, creativity, and exclusivity. Brands like Cadbury, Hallmark, and SyFy use purple in their branding to evoke a sense of exclusivity and elegance. Let’s feel fancy!
The ultimate power colour, black is associated with sophistication, elegance, and exclusivity. Brands like Chanel, Nike, and Apple use black in their branding to evoke a sense of premium quality and exclusivity. Feeling elite yet?
But wait, there’s more! Using contrast can also impact consumer behaviour. A study by HubSpot found that coloured visuals increase people’s willingness to read a piece of content by 80%, and using contrasting colours can make a call-to-action (CTA) stand out by up to 10 times.
So, let’s put this knowledge into action! By understanding the power of colour and how it can impact consumer behaviour, you can create a strong brand identity and connect with your audience on a deeper level. So, what colours would you choose for your brand? Let us know in the comments below!
Author: Dan Fernandez, Community Manager at Pony. Find him on Twitter and LinkedIn.