Warning! Marketers Use Colours to Influence Our Behaviours – Part 4

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.

Orange is a bright, cheerful, energetic colour triggering feelings of warmth, comfort, joy and happiness. It conveys a sense of friendliness and approachability hence many well known brands include orange in their palette.

In some contexts it is associated with caution and alertness.

Pink stimulates a variety of emotions. It is a soft and subtle colour conveying a sense of innocence and youthfulness. An alternative to red which is more intense and associated with passion.

Traditionally considered a feminine colour, pink is gentle and calming, hinting at tenderness. Associated with compassion and understanding, it has been adopted by breast cancer awareness campaigns.

Not often associated with branding and logos, brown is a stable, grounding colour often used to represent a natural and organic environment. Its earthy tones evoke a sense of reliability, security and authenticity.

The darker shades of brown in wood or earth tones, convey warmth and comfort.

It is a classic, neutral colour often used in design to create a comforting and reassuring atmosphere.

Black is a complex colour with a range of inferences. Its interpretation is influenced by cultural, historical, and demographic factors.

Evoking a sense of timeless style, black conveys formality, elegance and sophistication. In the design and fashion industry it is highly regarded as simple and minimalist.

Frequently worn by leaders and individuals in positions of authority it reflects power, authority, and formality.

Associated with mourning it is worn as a symbol of respect for the deceased.

A strong and assertive colour, it can convey a sense of confidence and resilience, independence and individuality.

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