Have you ever thought about why you like certain colours and how they make you feel? The calming effect of a cool blue tone can make you relaxed or bright yellow flowers can lift your mood instantly. This is the art of colour psychology. Colours are continuously affecting our thoughts, actions and feelings. Colours are generally used to describe feelings and symbolise emotions. For example “seeing red” or being “green with envy”.
How can you relate colour to your business? Have you ever considered the colours you use on your website and how they could make your prospects feel? Are they communicating your message correctly? Or are they scaring off your customers? It is imperative that you thoroughly analyse the colours you use and how they can assist you with your brand identity.
The Importance of Colour in Branding
Colour can play a huge role in determining your stakeholders’ perceptions of your company. Colour perception is dependent on personal experience and can be translated into specific feelings. In a study titled Impact of Color in Marketing researches discovered that up to 90% of first instance judgements made about products can be based on colour alone. Another study Exciting Red and Competent Blue revealed that purchase intent is heavily reliant upon colours due to the impact they have on how stakeholders perceive the brand. Hence, it is crucial that you carefully consider the colours you use on your website and your logo.
The Personalities of Colours
What feelings/emotions are evoked from the colour of your website? Take a look at the Colour Emotion Guide to see how the colours you use on your website or logo could affect your prospects.
- Source: The Logo Company
The colour red evokes strong emotions, encourages appetite and symbolizes love. In relation to marketing activities, red increases the heart rate and is used by restaurants to stimulate hunger. Red can be used to stimulate sales - hence, the use of red 'clearance' signs during sales. It can also be targeted at impulsive shoppers. Examples of companies who predominantly use red in their logo are:
Yellow is associated with increasing cheerfulness and warmth however at the same time can cause fatigue and strain to the eyes due to its brightness. Yellow stimulates mental process and the nervous system whilst also enhancing communications.In regard to marketing, yellow represent optimism, youthfulness and shows clarity. Some companies that use yellow in their logo are:
Blue is heavily used amongst companies as it represents calmness or serenity. Blue is perceived as constant in human life due to the sky and ocean being blue. It is generally used in office environments. Blue is said to increase productivity and concentration. Blue is often used in corporate business because it's productive and non-invasive. Additionally, it creates a sense of security, trust and honesty in a brand. Examples include:
Orange reflects excitement and enthusiasm. It also shows comfort and warmth. In relation to marketing, orange signifies aggression and dominance. It also creates call to action (buy, sell, subscribe). Orange can also represent a friendly, cheerful and confident brand.
|Payless||Microsoft Office Powerpoint|
The colour green constitutes health and tranquility. It also symbolizes money, denotes nature and encourages growth. Companies can use green in their stores to exude a relaxing experience. Examples of companies that use green include:
The personality of purple is associated with wealth, success and wisdom. It is often used in beauty or anti-aging products. It can also be used to sooth or calm. Companies who use purple tend to represent creativity, imagination and wisdom. For example:
The colour white reflects freshness, coolness, simplicity and cleanliness. White can be used in many ways and can be very effective. The simplest colour can have the greatest effect. However, it should be used with caution as it can can cause headaches when overused. White can help enhance a message sent by other colours. It has the ability to promote mental clarity and encourage actions. Below are examples of how some companies use white in their logo design.
- Source: www.designbug.com.au
Colour Coordination and Conversions
Determining the most useful colour for conversion rates on websites is becoming a popular topic. What is the best colour to encourage conversions? There is no single best colour however the psychological principle known as the Isolation Effect states that an item that ‘stands out’ will more likely be remembered. For example, if your website is predominantly purple and your call to action button is green as opposed to a different shade of purple, viewers will more likely remember that call to action and there is a higher chance that conversions will increase.