Warning! Marketers Use Colours to Influence Our Behaviours-Part 2

Branding and marketing experts apply the psychology of colour to influence our behaviours, our moods and emotional responses. It is a complex subject, drawing insights from numerous sources to exploit the complex interplay between colour and human perception.

Leveraging the psychology of colour, marketers and branding agencies will aim to evoke a desired response from their target audience.

In this first follow up post I will focus on the colours associated with the current festive period, red, white and green.

Red is associated with strong emotions such as passion and anger, generating feelings of warmth and energy. It is also associated with danger or warning.

But why red? Beyond aesthetics, red has a profound psychological impact. It's a colour that commands attention, triggering responses in our brains that heighten emotional awareness, influencing purchasing decisions. I’m sure you can think of a number of major brands that use red as a strategic choice in their branding.

White is associated with cleanliness and sterility. It is commonly used to promote and package hygiene and medicinal products. Check out your local chemist or supermarket.

Many people find white spaces to be relaxing and peaceful. Often used in design to create a sense of simplicity and minimalism, a white background provides a blank canvas allowing other elements to stand out.

It is the traditional colour for weddings, signifying purity and the start of a new chapter.

The context in which a colour is used can greatly influence the emotions it evokes. For example barren, white landscapes, covered in snow, provoke a sense of coldness and sterility. In contrast, images of people having fun in a snow covered scenario creates a very different response.

Green evokes positive emotions related to the outdoors. It creates a sense of tranquillity, growth, calmness and renewal. Combining the calmness of blue with the energy of yellow, green creates harmony and balance, both emotionally and visually.

Marketers will use green to convey a sense of reliability, steadfastness, optimism and positivity.

Additionally, the shade and intensity of green impacts the emotional response it elicits. Lighter greens may be more calming, while brighter greens may be more energising.

On the negative side, green is associated with jealousy, envy and rivalry.

If you would like to discuss your marketing strategy or need some help with promoting your business, let’s have a chat.