Warning! Marketers Use Colours to Influence Our Behaviours – Part 3

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 strive to evoke a desired response from their target audience.

Many corporate logos (including a number of financial institutions) use blue to convey a sense of trustworthiness and dependability. Also conveying a sense of steadfastness, professionalism and reliability.

Blue is often associated with cool temperatures, like the colour of water or a clear sky evoking a refreshing and soothing feeling.

It is perceived as a stable and grounded colour linked to calmness, serenity, and stability.

On the flip side, blue is also associated with feelings of sadness or melancholy. Phrases like "feeling blue" imply a state of sadness or being down.

Yellow is frequently linked with feelings of happiness, joy, optimism and positivity.

It is a bold colour used to attract attention.

An energising colour that can promote feelings of enthusiasm, and vitality. It is often used to convey a sense of energy and forward movement.

Yellow is reminiscent of sunlight associating it with feelings of comfort and cosiness, its bright and vibrant nature can uplift mood and create a sense of warmth.

It can stimulate mental activity and encourage a sense of curiosity and exploration.

Purple has historically been associated with royalty and luxury. In many cultures, it was a colour reserved for rulers and aristocracy, symbolizing power, wealth, and sophistication.

Purple is often associated with creativity, spirituality and is associated with introspection, meditation and the deeper aspects of life.

Lighter shades, such as lavender link to feelings of romance and delicacy.

Purple is a mix of red and blue, hence a colour that balances conflicting emotions or ideas.

Whilst darker purples convey a more serious or regal tone, lighter shades are more delicate and whimsical.

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