Colour has enormous power. It can help sway our attitudes, our emotions, inspire us or even scare us. When we see colour, it sets off a chain reaction of events in our brain that ultimately results in the thyroid glands releasing hormones, causing fluctuations in emotions, mood and behaviour.
Various studies have shown that over 85% of all product assessments are largely to do with colour, with colour being over 80% of the reason people purchase a particular product over another. Colour, therefore, and the appreciation of its power should be at the core of you promotional and marketing strategy. Choose the right colour and you will get results.
The four core principles of using colour in marketing and promotions
Colour should be used:
- The right way
- At the right time
- Targeting the right audience
- For the right purpose
An example would be promotional items aimed at children that you find in cereal boxes or at fast food outlets. You will generally find that they will be bright, bold colours, such as reds, greens and oranges. You would not generally find promotional items aimed at children in brown or dark green.
Here are 3 tips involving colour that can revolutionise your marketing and promotional activity
Men and women like and dislike different colours
It’s not surprising that men and women like and dislike different colours, but by choosing the right colour, you can immediately target a particular demographic. Choosing blue or green targets both men and women, whereas choosing purple for example will particularly appeal to women. Surprisingly, pink was not one of the most popular colours chosen by women.
Blue is the colour that cultivates trust
Blue is very popular, with good reason. Blue has demonstrable psychological effects. It promotes a subtle message of peace and serenity, as well as trustworthiness. This can be utilised in choosing colours for your promotional and marketing activity. Facebook’s main colour is blue. Their core values are trust and transparency. They didn’t choose the colour blue by accident!
Orange equals speed, haste and rapidity
Orange is fun, but also creates a sense of haste and rapidity. Orange is loud, it’s active and it can also signify a feeling of togetherness. Several major brands use orange extensively, and it is easy to see why. TNT, the RAC and Easyjet all promote a sense of haste in their service. TNT will deliver your parcels faster, the RAC will get to you at the roadside quickly, and Easyjet will get you to your destination as quickly and as efficiently as possible. If your promoting a product or a service where speed is key, orange can be a great colour to choose.
Choosing the right colour is key in marketing and promotion. Choose the right colour, and it will do much of the work for you. Choose the wrong colour, and you can exclude whole sectors of society. Choose your colour carefully, and reap the rewards.