Updated: 7 August 2020
Want to make your product or service stand out from the competition, and increase sales at the same time? It’s time to review your colour palette.
Have you noticed how the bright blues and greens of spring have a more positive psychological effect on us than the bleak grey tones of winter?
We also automatically associate different colours with particular circumstances. For instance, red with danger and heat, blue with cold and calmness, pink for girls, blue for boys and so on.
As well as influencing our mood, colour has the power to impact our purchasing decisions, with many of the major brands using it to evoke very specific emotions:
Studies have revealed our brains prefer recognisable brands, which is why colour is key when creating your brand identity.
Colour increases brand recognition by up to 80% (University of Loyola). For example, Apple introduced colour to unchartered territory. By introducing its colourful, eye-catching range of iMacs, Apple was the first to say ‘it doesn’t have to be beige’ and reinvigorated its brand (it’s since brought us iPods and the iPhone 5c in a range of colours).
Many organisations specifically focus on logo colours to ensure they stand out from the competition. For instance, if your competitors use blue, then you can improve your chances of standing out from them by using purple instead.
If you’re targeting women, then research has revealed they prefer purples and greens, while blues, greens and black are most preferred by men.
Before you start selecting or rethinking your brand colours, think about these useful common colour characteristics:
Branding and colour are inextricably linked. Once you know the emotions you want to inspire in your target audience, then you can select the colours that will enable you to achieve this.
By Tim Witcherley, Cognition Agency
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