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We all take it for granted, but colour plays a crucial role in marketing campaigns, advertising, and digital marketing. Research indicates that up to 90% of snap judgments made about products can be based on colour alone.

The power of colour in marketing

Colours have the power to influence consumer buying behaviour, that’s why you need to consider the psychology of colour and how it impacts customers perceptions of you, your product and your brand.

Different colours and colour combinations impact how brands are unconsciously perceived by consumers, greatly affecting their purchasing decisions.

Never underestimate colour choices

Choosing the right colours for your brand and products is an essential link to increasing awareness and brand loyalty.

Colours can attract more attention to the product, differentiate it from competitors, and influence shoppers’.

While there are no clear-cut guidelines for choosing colours for a product or brand, there are certain colours that resonate and trigger emotions.

In colour psychology, red, yellow, blue, and green are considered as the primary colours. These colours represent body, emotion, mind, and the essential interdependence and harmony between these three elements, respectively.

The psychology of colour is an exact science and there are hundreds of books on the subject. Here’s our current top 3 reads on gaining a upper hand in the knowledge of colour:

The Little Book of Colour: How to Use the Psychology of Colour to Transform Your Life – Karen Haller

Colour Psychology Today – June McLeod

Color Psychology: Profit From The Psychology of Color: Discover the Meaning and Effects of Color – Richard G. Lewis

Your marketing will be elevated by colour

Changing colours to test engagement and habits is also a very effective way of finding out what works and what doesn’t. The advent of digital marketing has allowed an easy and cost effective way to apply Split Testing, allowing the fine tuning of your messaging.

Colour is an extremely powerful tool in marketing, so it’s important to get it right. Test and play is the name of the game, be bold, be brave and have fun exploring the power of colour!

The psychology of colour in marketing is a powerful tool to add to your marketing belt. How will you leverage it’s use?
Let us know!

#418makesithappen #marketing #psychology

Doug Norman

Author Doug Norman

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