Colour is a powerful tool that is often overlooked.
When matched with the right copy and the right graphics it is part of a communication triple-threat strategy that can make your business explode.
Before choosing your brand colours based on ‘what you like’ – take a good long look at the colour psychology behind each tone and shade. The studies say the same thing: We are culturally nurtured and biologically programmed to respond to certain colours in a certain way.
Whether you are using it, or not- an underlying language of colour exists. You have the choice to strengthen your advertising by consciously using a colour that compliments your message. Or you could wing it, and run the risk of accidentally using a colour that confuses your message.
Some of the meanings that we give colour are remnants of survival instincts and are hard-wired into our basic response systems. Red, for example, still affects us today, although the root of our relationship with the colour red goes back to a time when we had to hunt and kill to survive. Blood spilled would mean danger or feast, and we still have a very visceral reactions to crimson and bright red. Red has been proven to change our moods, our appetites and our heart rates.
How powerful is that?
Can you imagine how understanding colour psychology could be very powerful, especially when used in combination with a compelling headline and the right graphic?
Colour psychology is a giant tool in your branding toolbox that shouldn’t be left to taste, or preference. While it’s important that you like your brand, it’s equally important that it communicate what it needs to communicate. (In design we refer to this as form and function.) The form should be beautiful, but it should never interfere with the function.
With some research, colour investigating and palette trials, I am sure that you will find a combination that suits your personal tastes and speaks to your audience on a sub-conscious level.