The Science of Colour: getting creative with colour and what it means for your marketing

In the world of marketing, colour is everything. Different colours depict and evoke different moods, feelings, and senses, whether that be a sense of calm, strength, passion, or fun. For example, blue promotes trust and a sense of serenity, whereas red is the colour of passion and urgency.

As humans, we tend to rely more on sight than any of the other of the senses such as hearing or smell, which is why it is so important to pick the perfect imagery and colours for your marketing strategy and campaigns. The colours you use for your branding and marketing materials will depend on the type of product or service you provide, they represent your company’s core aims and objectives, so it’s important to choose wisely.

Let’s explore the use of colour in marketing a little further to see what colours could enhance your brand and effectively deliver your message.

What Does the Colour Blue Mean?

We have touched on blue colour meaning above, but blue promotes trust and is seen as a mature colour by younger people. What could the colour blue mean for your business? Well, if you are a corporate firm or a more conservative business, the colour blue in your office can increase productivity and evoke a sense of calm. The colour blue stimulates feelings of trust and tranquillity, like staring at the ocean or bright blue skies. It has also been seen to curb the appetite, which is why you will rarely see a fast-food chain with blue branding. Red, on the other hand...

What Does the Colour Red Mean?

Used almost exclusively in fast-food chain branding, the colour red increases the body’s flow and heart rate, speeding up your metabolic rate and therefore inducing feelings of hunger. So, whilst we may think of ‘the golden arches’ of Mcdonald’s, it is actually the red background the arches sit upon that makes us order a cheeseburger chaser or unnecessary side order of nuggets!

Often used in sales promotions, red also creates a sense of urgency. Phrases such as ‘WHILE STOCKS LAST! ’and ‘ENDS MONDAY!’ are often presented in big, bold, red lettering to make you rush out and buy that ‘HALF PRICE’ leather sofa you don’t really need and have limited space for.

The colour red pulls your focus and initiates your fight or flight reflex. In fact, as infants we initially see the world only in monochrome and red is the first colour humans ever register, So it is no wonder red has a strong influence on us as we move through life.

What Does the Colour Green Mean?

Moststronglylinkedwith nature and health, the colour green is often used to promote natural products and highlight environmental issues or accolades. Associated with produce that is good for us, health brands such as Holland & Barrett use a range of green hues in their branding and, in a break from the traditional red, fast food retailers Subway have utilised green in their logo which ties in nicely with their famous ‘Eat Fresh’ slogan.

Synonymous with health, well being, the great outdoors, and exercise, the Center Parcs logo features a lush green colour meaning you get a feel for the type of holiday you can expect, just by their branding.

So, what does the colour green mean for your business? If you provide services or products that offer environmental benefits or an improvement to health and wellbeing, green is an excellent choice for your branding. But with a vast range of hues and shades to choose from, ensure you pick the right shade for your brand. If you are in a different industry entirely, green can provide a friendly and positive feeling towards your brand, much like the colour yellow too.

What Does the Colour Yellow Mean?

It will come as no surprise to learn that the colour yellow is seen as a bright, cheerful, and optimistic colour that evokes feelings of joy and positivity. Yellow also appeals to children and is therefore a great colour to use in branding aimed at youngsters or those with kids. Yellow grabs our attention and is ideally placed in windows, perfect for your display products and stands, particularly where impulse buys are likely.

Thinking of yellow colour meaning and how it relates to your brand, can you do anything to boost revenue using tactics with colour to draw attention to your services? Using the colour yellow for branding and business cards can provide a friendly vibe for your business.

What Does the Colour Purple Mean?

Purple is a traditionally regal colour, and as such it is often associated with wealth, status, and luxury.

As a secondary colour, purple can ignite the excitement and passion of red, but is balanced with the calming effect of blue which evokes a sense of trust and stability. Purple is a fantastical colour and is often the colour of choice for adolescent girls who are accustomed to seeing fairies, unicorns and mythical lands depicted in purples and pinks, well worth remembering if you offer products and services for younger girls.

Purple shows your creativity and imagination, and it represents a brand that is not afraid to splash out on colours that others might not dare to use. So don’t be afraid to use purple if it ties in nicely with the service or product you offer, whether that be quality beauty treatments and skincare, or toys, clothing, and experiences for families with children.

Choosing the perfect branding can seem like a daunting task, especially when investing in business cards, letterheads and other such marketing material. But if you choose colours that speak to you and represent your personality and that of your business, you can’t go wrong. The above is a guide you can follow if you wish, but it is important to remain true to what you like and who you are. The rest will follow and before you know it, you will have a recognised brand that helps to tell the story of your business and attracts the kind of clientele and customer you want to work with.

Sources: https://askthescientists.com/senses/#:~:text=Vision%20is%20often%20thought%20of,for%20information%20about%20their%20environment.