Colour psychology – using colour to appeal to your target market
Every business should have a clear idea of their target market, and most of their campaigns will be created with their typical customer in mind.
There are numerous ways to attract customers who are the best fit for your business, but colour is a strategy that is often underestimated. According to a recent study by HubSpot, 93% of consumers make purchasing decisions based solely on visual appeal. So, while focusing on colour might seem like a minor aspect of marketing, it is actually incredibly important.
Using colour in the right way, for the right purpose, for the right audience and at the right time can pull in new customers with minimal effort.
It’s important to recognise that there are a few hard and fast rules in colour psychology that apply universally, but there will always be exceptions. There are, however, some generalisations which apply to enough of the market to be of real use.
Here’s a glimpse into the basic colour theory representations, and how they are currently used for branding in the real world!
Red symbolises:
- Passion
- Energy
- Urgency
- Excitement
Brands: Coca-Cola, Target, Netflix
Blue symbolises:
- Trust
- Loyalty
- Innovation
- Reliability
- Professionalism
Brands: Facebook, LinkedIn, NHS
Green symbolises:
- Growth
- Health
- Tranquillity
- Eco-friendliness
Brands: Fomation, Whole Foods, Spotify
Yellow symbolises:
- Optimism
- Happiness
- Warmth
- Clarity
Brands: McDonald's, Chupa Chups, Snapchat
Orange symbolises:
- Creativity
- Enthusiasm
- Adventure
- Fun
Brands: Fanta, Nickelodeon, easyJet
Purple symbolises:
- Luxury
- Wisdom
- Creativity
- Spirituality
Brands: Cadbury, Hallmark, Twitch
Black symbolises:
- Sophistication
- Power
- Elegance
- Mystery
Brands: Nike, Chanel, X
White symbolises:
- Purity
- Simplicity
- Cleanliness
- Innocence
Brands: Apple, Adidas, Mercedes-Benz
Pink symbolises:
- Femininity
- Romance
- Nurturing
- Playfulness
- Youthfulness
Brands: Barbie, Victoria’s Secret, T-Mobile, Dunkin Donuts
Brown symbolises:
- Stability
- Reliability
- Warmth
- Earthiness
Brands: UPS, M&M’s, Nespresso, Aero
If you're looking for help with colour psychology and marketing, feel free to contact us:
Here’s a look at colour psychology and some things you should be aware of. How can you determine the right colour for your brand?
The gender difference
Social constructs of the past had helped to dictate colour preferences between men and women; think of how much blue and pink there is used for baby clothes. Now we know that there is very little difference between how genders perceive colour and what they prefer.
Studies suggest that women like blue, green and purple but dislike orange, brown and grey. The same study said that men are attracted to blue, green and black but aren’t keen on brown, orange and purple.
This is good news because the common denominators mean you can appeal to the maximum possible audience, and ignoring brown and orange, or using it in small doses means you won’t inadvertently alienate your customers.
Age
Brighter colours tend to be more appealing to children, or for products aimed at that market.
For babies, toddlers and pre-adolescents, using high contrast and primary colours is likely to be more successful. Patterns are less appealing for child audiences and products or services aimed at this market. Solid blocks of colour are far more likely to attract attention for the right reasons.
Teenagers are a different matter, as you might expect. Older teenagers gravitate towards brands that reflect contemporary trends, and individuality. Young adults may turn more towards sophisticated colour patterns and feel attracted to colour harmonies which don’t really grab the attention of youngsters (for example, blue hues in varying shades, tints, and tones).
Teenagers and young people may also feel drawn to metallics, implying exclusivity and trendiness; or neutral, more earthy tones which represent minimalism, authenticity, and versatility.
Adults usually prefer more complex presentations of colour with 29% ranking orange as their least favourite.
Environmental awareness
If your product is eco-friendly and you want to appeal to a market which embraces this, green is the colour you need.
This may sound obvious but if your site has anything to do with the outdoors, environmental awareness or products, nature or organic goods, green should feature prominently.
Although the colour green screams environmental awareness and nature, it also has a dual purpose which could be quite useful. Research has shown that it’s a good choice as a colour for a call to action; you’ll see some of the biggest brands use it for the “add to cart” buttons on their websites.
Choosing green not only provides a very clear message about your services or products, it also subconsciously motivates your customers to take action.
Luxury
If your brand is aimed at the luxury end of the market, choosing the right colour can be a tricky decision. However, don’t be afraid to use black; this embodies elegance, power, and sophistication, ideal values for a high-end product.
Of course, using black excessively can make your brand look dull and un-inspiring so the key is using the right accents to lift the colour without detracting from the ambience.
Although a direct contrast, white is another classy choice which provides a timeless appeal. Used as a deliberate design technique, extensive use of white on your site can make your brand appear modern, clean and fresh and appealing to those looking for luxury.
‘How do I choose the right colours for my brand?’
In the same way Rome wasn’t built in a day, choosing the perfect colours for your brand isn’t a quick process either. It’s a collaborative journey that benefits from the support of your team and feedback from stakeholders, colleagues, and customers.
Here are the 6 steps to colour combination success!
- First, get to know your brand’s core mission and think about the type of emotions you’d like to convey through colour. Think about your target audience, their age, gender, lifestyle, and incorporate that research into your decision.
- An easy way to gather this information into one digestible lump, is to create a Mood Board. Your board should include colours, images, and concepts that resonate with your brand identity.
- At this stage, make sure to also reflect on your value proposition, ensuring your colour scheme reflects what makes your brand unique in your sector!
- Once you have identified the primary colour that represents your brand’s personality, explore complementary colours. Utilize online tools like Adobe Color, Coolors, and Canva’s Color Palette Generator to experiment and choose harmonious colour schemes.
- Next, your job is to gather feedback, which is crucial. Use surveys or focus groups to gather insights on how your colour choices are perceived. Get opinions from your team to ensure your choices resonate well!
- Once you have some colour combinations ready, the next stage would be to develop multiple design iterations with your chosen colour palettes. This is where you can compare them and see which aligns best with your brand vision.
At Formation Media, our team of designers and marketing strategists follow a meticulous process to ensure our clients' brand identities are clearly defined and uniquely interpreted within their fields.
Need help choosing the right colours for your brand? Contact us at Formation Media—we specialise in this!
Conclusion
Getting the colour right is a key part of your branding but using colour psychology could give your business an added appeal without any extra effort. A business which uses colour psychology enhances their marketing, and attracts new customers effortlessly.
