We are all aware that colours have a strong influence on the perception of branding, corporate image and sales. Colours can even affect our way of thinking, changing the expectations about the brand for better or worse.
Colours influence consumers’ buying patterns and their overall perception of a brand. Colours even let you affect the impact of an offer to visitors on your landing page.
To be successful in marketing and branding, you should know how colour psychology affects marketing strategies and your audience, as well as how it shapes your branding efforts.
The colour wheel is where you begin when choosing a colour scheme for your landing page, website, logo, and the branding theme throughout your marketing campaign.
- Primary Colours are pure colours that are not the product of colours mixing. In a traditional painting colour wheel, the primary colours are red/blue/yellow.
- Secondary Colours – orange/purple/green are obtained by mixing of two primary colours.
- Tertiary colours – are a mixture of primary colours and one of the neighboring secondary colours (in equal proportions).
Depending on the location of the colour on the circle there are 3 main types of colour, each of which has its own colour scheme:
- Сomplementary Сolours are located on the colour wheel at diametrically opposite positions. The contrast between these colours attracts the most attention, but please be careful when using them in the design – too strong colour contrast can discourage visitors from a prolonged stay on the landing page.
- Analogous Colours arranged on the colour wheel adjacent to each other and are the combination of primary colours and shades. This colour scheme is perceived as the most pleasing to the eye.
- Triadic Colours – three colours that are uniformly distributed around the circumference of the colour wheel and the corresponding conditional vertices of an equilateral triangle. A triadic scheme is bright, eye-catching, and well-balanced.
How colours affect marketing and branding.
The base for using a specific colour in marketing is quite simple: ~ 80% of information is absorbed visually.
When it comes to branding, visual perception grows in importance. At least 90% of customers make a purchase decision on the basis of visual impression (a mere 1% of consumers are swayed by only listening to a pitch).
In the field of digital marketing, wherein customers cannot physically touch the goods, the role of visuals in the marketing message becomes undeniably crucial:
- Attention paid to colour advertisement is 50% higher than the black-and-white versions of the exact same ad.
- More than half of customers claim that the colour is a deciding factor in whether they will purchase a specific brand.
- Use of appropriate colours can increase brand awareness by almost 80%.
What’s the best colour for sales?
While there is no “ideal” or “profitable” colour, each specific colour has been shown to invoke certain emotions, memories and perceptions.
- Challenging Red: It’s a colour that can draw attention, cause excitement and create a sense of urgency. That’s why it is often used in pushing sales. Becareful with red: excessive use will cause a feeling of annoyance. Too much red and you will be ignored.
- Harmonic Green: This colour is always associated with wealth, health and good taste. It’s the “lightest” colour, usually used for relaxation. However, the intensity of his tone can both increase and decrease the number of clicks in a website.
- Accent Yellow: This colour is subconsciously perceived as the most secure one. Yellow prompts curiosity and a willingness to learn more. Yellow is the colour of adventure, happiness, competence, enthusiasm and youth.
- Creative Purple: This mysterious and soothing colour is also well suited for websites in the cosmetics and perfume industry.
- Romantic Pink: Often used in women’s products, evoking love, tenderness and femininity.
- Confident Blue: Loyalty, competence, trust, and reliability – The colour is often used in websites aimed at children, as well as stores that sell products for a wide target audience.
- Strong and elegant Black: Generally used in luxury-segment, as it may scare off visitors. Black works best with bright goods and catchy text, especially if the audience is men.
- Friendly and durable Brown: It is shown that a soft shade of brown can significantly increase the click through rate in advertising.
- Freedom-loving White: It represents purity, simplicity and order. White websites are often associated with the press, publishers or magazines.
A Few More Words
Colour psychology will never be an exact science. However, these aforementioned findings were based on extensive research conducted by many different marketers & branding experts from different industries and time periods. Of course, you don’t have to take our word for it – just get out there and experiment for yourself!
Choosing a primary colour is only half the battle. It’s equally important to combine colours from various elements in the website for the best impact:
- Text and background colour should be sufficiently contrasting.
- The text should be clear and legible.
- All major elements and headers should be obvious.
- The background should not distract attention from the main content.
- The maximum number of colours per website is 3.
- Blue/gray/white are the most versatile background colours, since they provide the greatest contrast and legibility.
Still having some doubts on which colours to choose from and how to design a user-friendly, yet engaging brand or website? At Concept9, our User Experience team will happily give you a free consultation to guide your marketing and branding efforts.