The world in which we live is filled with an abundance of colour. Whichever way we turn there are a multitude of shades that range from muted, pastel, vibrant, and moody. Colours excite us, calm us, inspire us, and so much more.
The colour of the car we drive, the clothes we wear and the hues and accent colours of our home and gardens are telling. The choices we make affect our environment, confidence and behaviours, as well as making a statement about how we want other people to perceive us. Age and gender can also influence the colour choices we make. A colour you loved as a younger version of yourself may not be the colour of choice as you age.
Colour evokes emotion, and elicits unique
responses. When asked, most of us have a favourite colour and usually we can
explain the feelings that particular colour inspires. It may be uplifting,
energising, or relaxing.
Here’s a summary of some popular colour choices and what they represent:
- White: feels fresh and clean, and evokes a sense of youth and modernity
- Black: is sexy and its associated with power and mystery
- Silver: is linked to innovation, modernity, cutting edge, and high tech products
- Red: is bold, attention-getting, powerful, action and confidence
- Blue: is calm, stable, dependable, trustworthy and safe
- Purple: represents wisdom, spirituality, wealth, royalty and mystery
- Yellow: is linked to happiness, warmth, and positivity
- Green: represents growth, renewal of life, abundance, peace and rest
- Grey: is subtle and represents neutrality and balance
- Beige: is reliable, neutral, calming and relaxing
- Brown: is earthy, resilient, dependable
- Gold: is associated with prestige, abundance, prosperity, luxury and quality
- Pink: is feminine, and represents softness, kindness, love and romance
In marketing and branding the focus is on how colour impacts consumers, and whether or not they can be persuaded to become customers.
Consider the purchases that you’ve made because of the colour or shape of a product rather than the actual product itself. We are greatly influenced by colour, and marketers know that this is the holy grail to luring us in to their story and handing over our hard earned cash
We are greatly affected by colour with over 60% of people deciding whether they are attracted to a message based on colour alone. The use of colour affects brand visibility and recognition. We all know brands that are instantly recognisable with their colour choice or logos.
David Jones – black and white hounds-tooth print
Tiffany – little blue box
Google – multicoloured letters
Now that you have an understanding of the meaning behind colour consider how often you make a buying decision based on the colour of the brand or product.
As you build your brand, whether it’s your personal or business brand, understanding the effect of colour allows you to communicate what you stand for, and how you wish your business and personal profile to be perceived.
Consider the questions below to help you to refine and build your brand.
1. What are your brand goals?
(happy, rich, informed, stylish)
2. How do you want your consumers to feel?
(positive, confident, intelligent, alluring)
3. What are your brand’s personality traits?
(fun, serious, inspirational, ethical)
4. Study and understand colour theory and psychology.
5. Identify your competitors branding and choose colours that allow you to stand apart.
6. Choose primary and secondary colours.
7. Develop a colour palette to be used across all areas of your business and social media.
With love and rainbows,