The Psychology of Colour in Marketing: Why do certain colours evoke emotions? 

Have you ever strolled into a store bathed in calming blues and instantly felt relaxed? Or maybe a website’s bright yellows perked you right up? It’s not a coincidence! Colours hold a surprising amount of power, influencing our moods and even our decisions. This is the fascinating world of colour psychology, and marketers use it like a secret weapon.

The Science Behind the Rainbow

Our brains are wired to react to colours. Certain hues trigger the release of hormones and chemicals that can make us feel happy, energised, or even secure. Marketers use this knowledge to create specific associations with their brands. Let’s take a peek at some colour psychology basics:

• Reds: Stop! Think excitement, passion, and urgency. That’s why you see a lot of red in fast-food chains and sale signs – it grabs attention and makes you want to act fast.
• Oranges: Feeling cheerful? Thanks orange! It’s linked to joy, creativity, and fun. Think of the playful energy of orange in toy stores or sports brands.
• Yellows: Sunshine in a can! Yellows represent happiness, optimism, and friendliness. Perfect for e-commerce websites or energy drink brands that want to project a positive and welcoming vibe.
• Greens: Take a deep breath! Greens connect us to nature, growth, and stability. Ideal for eco-friendly brands or companies promoting health and wellness.
• Blues: Feeling serene? Blues create a sense of calmness, trust, and reliability. No wonder banks, insurance companies, and social media platforms love them – they build trust and security.
• Purples: The colour of royalty! Purples are associated with luxury, sophistication, and creativity. High-end beauty brands and tech companies use purple to convey a sense of innovation and prestige.

It’s Not Just About One Colour

It’s not just about single colours. Marketers use colour combinations strategically. Complementary colours (opposites on the colour wheel) create a bold contrast that grabs attention, while analogous colours (neighbours on the wheel) create a sense of harmony and flow.

Cultural Considerations

The power of colour can vary across cultures. For instance, red might symbolise good luck in China but symbolises danger in some Western countries. When designing marketing materials, consider your target audience’s cultural background to ensure your colours are sending the right message.

Colour Matters in Brand Recognition

Many graphic design companies London follow the principles of colour psychology. At Techtadd, we have a team of expert graphic designers who are well-versed in this principle. We can help you create a unique colour palette that represents your brand’s personality and resonates with your target audience.