The Secret Colours of Marketing & Communicating Your Message – Part 1
Choosing the right colours to accurately convey your message or create the right perception in your marketing materials is as much an art as it is a science. Colours impact the emotions and actions of your target audience so it is important to make the right colour choices to maximise these impacts.
Here are a few things for you to consider, so that the colours you choose support your marketing message, and don’t disadvantage you or even work against you.
Why should you consider colour in respect of marketing?
Colour is part of our inner take on the world. It’s an instinctive thing, it’s fundamentally linked to our nature and intrinsic to the person we project. Every one of us has an emotional response to the different colours of the spectrum; more often than not this response is an unconscious one. It is this unconscious emotional response that matters in creating successful marketing campaigns, and colour is a key piece in the marketing puzzle.
Logos and websites
Colour plays an important initial role with regard to the initial reaction
There has been much scientific research into colours, and science offers us ways of thinking about colours in marketing to elicit a desired, or undesired, response. Take a colour wheel as an example. A colour wheel contains both warm and cool colours, each provoking a different emotional response. A warm toned colour will elicit an active response whilst a cool tone colour will elicit a calming response.
So before you start ask yourself what type of response do you want your message to elicit? The warm colours we find in nature, such as reds and yellows indicate action. Why? Think of the sun and fire. When you see fire or feel the heat of the flames, you will either be drawn in by it or you will take it as a clear indication to remove yourself from a dangerous situation. Irrespective of which camp you are in, unconsciously the message is that you should “act now!”.
Cool colour tones however are different. They don’t elicit action but instead they invoke serenity or calm, and stability. Think of things like our earth and a clear or slight cloud dusted sky. The message therefore with cool tone colours is “steady as she goes there” and “all good, we’re stable”. If you’re objective is to calm the viewer, or to impart to the viewer an inner sense of timelessness, blues and the cooler colour tones are best.
Then of course there are the many different variations; the combinations of the primary colours (red, yellow, and blue) and these are very complex when talking about unconscious or subconscious responses to colours in our marketing. Take the example in some prisons, and this is quite interesting, where pink is used to evoke a more human response from otherwise aggressive inmates.
In the next part of this series i will go into more detailed analysis of colours and their use in marketing. I trust you have found this helpful thus far.
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