Have you ever wondered why McDonald’s has chosen high energy-colors like red and yellow in its overall branding? Or why Starbucks has selected green as its primary color for its logo? Do these colors signify something important? Of course they do! A colour plays an integral role in influencing human psychology and is capable of changing your behavior and mindset towards a certain brand. It sometimes even becomes the sole reason why a consumer purchases a product. Therefore, the different brands in the market play around with the concept of color psychology, which is considered an important factor in evoking positive responses by the consumers.
Significance of Colours in Influencing People
Different colours signify different meaning and thus add value to the product branding in various ways:
|· Associated with men |
· Symbolizes peace, water, serenity, and reliability
· Provides a sense of security and trust
· Encourages productivity
· Most commonly used by conventional brands that want to promote trust in their products
|· Creates a sense of urgency|
· Promotes appetite (which is why used by several fast-food chains)
· Associated with movement, excitement, and passion
|· Symbolizes health, peace, power and nature|
· Stimulates harmony in heart and mind that further leads to wise decision-making
· Promotes relaxation and environmental issues
|· Associated with royalty, wisdom and respect|
· Encourages problem-solving and creativity
· Used by brands (generally) to promote beauty
Orange & Yellow
|· Cheerful colours that encourage positivity|
· Stimulate excitement and enthusiasm
· Create a sense of anxiety that can draw impetuous customers and window shoppers
|· Associated with feelings of purity, cleanliness, and safety|
· Promotes balance or neutrality
· Sparks creativity
|· Associated with power, strength, stability, and authority|
· Symbol of intelligence
|· Symbolizes practicality, old age, solidarity, and timelessness|
· Over-use of grey leads to feelings of nothingness and depression
Using Colour Theory
- Reduces eyestrain and thus, attracts the attention to a specific item by making it easy to read.
- Lack of contrast between the background and the main item will increase eyestrain, further leading to lack of retention.
- The best way is to use contrast by choosing a light colour in the background and a dark colour for the text or vice versa.
Making the ad/content vibrant
- Vibrancy makes the process of evoking customer’s emotions easy.
- The colour scheme may be decided according to the information available on a particular item, but the colour vibrancy pleases the eyes and leads to a desired reaction/action in consumers.
Use of Colours in Big Brands
|Brand||Logo||Colour &its Significance|
|Red: Increases appetite and creates a sense of urgency; it’s relevant to the concept as the brand is about ordering the food in a hurry and leaving faster.|
Yellow: Promotes happiness and positivity about the brand
Mascot: The clown dressed in red and yellow appeals to children, promoting in them a sense of energy and excitement.
|Starbucks||Green: Promotes a sense of relaxation, evoking a feeling in customers to take out time from their busy schedule and de-stress themselves.|
Mermaid: Associates the customers with nature
|Fanta||Orange: Promotes cheerfulness and warmness amongst customers, and attracts them to this bright colour|
Blue: Visually appealing because of vibrancy, thereby promoting trust amongst the consumers.
It has been proven that use of colour increases brand recognition and memory. Consumers start identifying a particular brand with its colours and thus; it is one such attribute in branding that can’t be ignored by any client or full service ad agency. Undoubtedly, the use of colours and their various combinations in marketing is according to the requirements of the product and can be therefore altered. Usually a smart product branding apart from associating the colour with a cultural meaning will also use its known psychological effects on the customers. Already, many of the existing brands are using the concept of colour psychology in order to create a desired response, but it is of prime importance for the upcoming brands to consider colours as an influential factor.