Many marketers will already be aware that different colours have a different psychological impact on consumers.
Over time, we have been hardwired to make certain neuro-associations with different colours. The impact of these influences is subtle, but effective and worth implementing. A number of commonly used colours are listed below, alongside their associations within a marketing context.
Red – known internationally as a buying colour. It reflects emotions such as anger, lust and passion and is a definite attention getter. When used in small amounts, it is the best colour to stimulate sales. However, if used in large amounts, it can turn off the more subtle customers. Red is best used to draw attention to a specific message or area you want the customer to focus on.
Orange – known to be the most irritating of colours and the least favourite colour in the world. Direct mail marketers tend to use this on envelopes to draw attention to a product they are selling. Orange is best known as the colour for sexuality and creativity and is associated with affordability. It’s also an attention grabber, but is best used sparingly or as an accent colour.
Purples and Violets – These colours are subjective, and people will either love them or hate them. Purple is associated with spiritual healing and royalty.
Blue – This was determined to be the best seller and people’s most favorite colour throughout the world, regardless of culture. Blue is considered the colour of communication; light blue leads to fantasy and dark blue leads to authority and power. Blue conjures up feelings of tranquillity, peacefulness and flights of fancy.
Green – This is a relaxing colour that stirs up feelings of the outdoors, forest, grass and lush meadows. It is considered a passive, not a stimulating colour.
Yellow – Is the first colour seen by the retina. This is a good focus, or attention-getting colour, and a good accent colour when used in moderation.
Brown – Denotes traditional or natural values. Light shades of wood are associated with affordability; dark hued shades are associated with opulence and richness. Brown is a relaxing and casual colour, the colour of wood, the earth and nature.
Neutrals – Black or white are always a safe and effective accent. They enhance primary colours when used as an accent, and when used exclusively, they give off an institutionalised or sterile feeling.
We can see from the above that Red and Blue are the two most prominent and internationally recognised colours to promote sales; and you’ll see from our website which one we favour 😉