Colour Makes a Huge Impact In Marketing

Ever thought about why you are drawn to a certain outfit much more than someone else, or food for that matter. Colour can often be the sole reason someone purchases a product where 93% of buyers focus on visual appearance and almost 85% claim colour to be their primary reason for purchase according to one of the reports. A hue plays an important role not just in the way we perceive things, but also likability. There are definite associations with certain colours, and brands scientifically use these colours to build affinity with their target audience.

 

A few reasons on why colour is so important in developing your brand

 

Leveraging Preconditioned associations

The words ‘redhead’ or ‘blonde’ as stereotypical as they sound, are the result of deep psychological conditioning. Through our lives we are exposed to various stimuli, Water, Fire (like on the stove), sand etc. Experiencing water and seeing it through various facets where it appears blue, makes us associate the colour blue with coolness, transparency, calming and soothing properties. There’s a reason why most banks have a blue in them, because it connotes trust and clarity – again linked to the blue. A fiery colour on the other hand could be associated with heat, action, activity. Take Sports brands that usually use reds somewhere in their brand language.

 

Assertions within a set of information

Simply highlighting a word or important line, draws one’s attention and helps the targeted audience easy to absorb the msg conveyed by the brand easily. Warmer colours are usually used to convey such msgs or offers. For e.g.: Sales, offers etc.

 

Targeting your audience by Gender

According to colour assignment by Joe Hallock from Microsoft, Colour preference shows that when it comes to shades, tints, and hues, men generally prefer bold colours while women prefer softer colours. Also, men were more likely to select shades of colours as their favourites (colours with black added), whereas women are more receptive to tints of colours (colours with white added), this helps brands to select colours which are more targeted towards their audience.

 

Ease of recognition

Colours can leave a lasting impression and elicit a wide range of reactions and emotions, making them an important thing to consider when creating your logo, painting your offices, or designing any of your marketing materials. A right combination of colour will define what the brand stands for and how the brand wants their customers to recognize them. Recall is much easier if a brand uses a set of colours and constantly re-asserts to their audiences.