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The Psychology of Colour in Marketing and Branding

By IT Advisory, 3rd Eye Advisory®
The Psychology of Colour in Marketing and Branding

Imagine you order a hot coffee at the local coffee shop and get it into a pink cup!. We bet, you would not know what to do next? One of the most likely outcomes could be that, you may not enjoy the drink! and this was not because of the bad service, high price or poor taste but due to an inappropriate colour of the cup. Yes! The colour.

Perhaps you do not even think about it, but our perception greatly depends on the colours in our surrounding or associated with activity. It's what gets your audience to see what you want them to see, feel what you want them to feel, and to do what you want them to do. Which hues you choose can also affect usability and whether the content is readable or not. We all do not react the same way to colours, as we all have our own experiences with colours from significant events, cultures, people, and memories. However, there are a few generalities about how people respond to colour? and that's what we a're going to look at in this article.

Colours that attract different shoppers

Colour preferences on the basis of gender

Choose the right color for your brand

WHEN, WHERE, WHAT AND HOW TO USE COLOURS

  1. Marketing and Communications
    Branding and colour can be particularly effective in helping members recognize communications from you quickly. If members recognize your emails due to your logo or a signature pop of colour, for instance, they are less likely to be discarded without being opened. All your communication and marketing materials should match your association's colour scheme so that it is easily recognized, bringing your association to people's mind immediately.
  2. Conferences
    If colours can be used to minimize the perceived wait times, then imagine how you could use that at your conference:. Are there expected waits at a registration table? What about at meal time? The colour of your tablecloths, wall banners, and other decoration or signage could help make your members feel at ease, even if they a're waiting for service.
  3. Calls-to-Action
    Do not assume you don't need to think about the colour of your calls-to-action just because you recently rebranded or redesigned your website. Not only the location, size, and boldness of your calls-to-action influence how many people click on your "Join Now" and "Register", but also the colour you use. Test different Call-To-Action colours to determine which is best for motivating your members and prospects to take action, clicking and following through your offers.
  4. Merchandise and Promotional Items
    The products you sell through your online store or membership management software should clearly identity off your association. Use your logo or your signature colours to make products stand out, or use colours to bring to mind certain feelings. A stress ball that your members squeeze during tough days at work might be blue to make them feel stronger, for example.

The creative team of experts at 3rd Eye Advisory® has created wonders with help of using right colour combinations and probabilities whichhas helped many of our clients to generate and rebuild their Brand Identity. For instance, change in just the colour combination of its label, a company dealing in Dairy products manufacturing and selling experienced a huge jump in its sale, as people of 'all segment of society' could connect more with its products now. Thus, understanding the psychology, interest and impression a colour makes in the minds of people we at 3rd Eye Advisory® create magic!

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Article by: IT Advisory, 3rd Eye Advisory®
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