The way colour is used in branding and marketing has a direct impact on influencing a customer. From the logo colours to the colour scheme of the website, businesses should think long and hard about why they are choosing each shade – and never pick out random colours just because they are pretty! Here are some interesting facts you might want to know about the psychology of colour:

80% of people believe colour is responsible for brand recognition

Almost 85% of customers claim colour is the reason for purchasing a product

93% of buyers prioritise visual appearance over any other element


Context is Key

Colour definitely plays a role in the art of persuasion, but unfortunately there are no magic colours to use in your business branding. It’s really important to choose colours which fit perfectly within the context they are being used, and correctly evoke the feelings you want customers to feel. You may choose a certain colour for your logo to represent your ethics and values, yet each product may use different colours on its labels to better represent the product.

When using colour theory, many businesses get caught up trying to establish the meaning behind each colour. While it’s true that certain colours are often associated with the same things, there are cultural aspects and individual preferences to consider as well. Global brands need to be careful as colour reactions differ greatly around the world. Here are some feelings that many people believe are influenced by colour.

Green – associated with nature, health, tranquillity and the environment.

White – symbolises purity and is associated with cleanliness. Brands that use white are considered luxury or creative.

Red – is used for danger signs, so can create a sense of urgency. Often used for food products/restaurants and sale posters.

Gender Preferences

Perhaps it’s more important to focus on certain preferences, and the easiest one to find research on is the difference in genders. If the majority of your customer personas are female, or your products are marketed more towards men, then it’s a good idea to choose colours which appeal to that gender group.

In general, men prefer bright colours while women are drawn towards softer shades. Academic research has shown that blue and green are favourite colours across the sexes. However, purple is much more popular with females, while orange, brown and grey appear in their least favourite shades.

If you need help with your branding design, leave it to us to choose the most appropriate colours and shapes to match your business.

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