Colours influence the way people perceive products. In some instances a mere colour on a packaging can automatically associate flavours to a bag of chips. Obvious ones include:

- Blue for Salt
- Green for Chicken
- Purple for Salt & Vinegar
- Yellow for Cheese

There are literally millions of dollars spent in analyzing what colours work best in influencing how we consume products and how we perceive certain brands. So I am letting you in on a little marketing secret on some of the established results on how certain colours are perceived and what they mean. Let's discuss more on this post.

 

1. Understand psychological effects of colours.
2. Apply colours conscientiously in promotion.
3. Maintain consistency for strong branding.

Colours & Their Influence

Red

The colour red is associated with blood and fire. Loosely speaking it conveys a lot of intensity when associated in marketing terms. (although I have read that the same emotions apply when using red in terms of interior design).

The Equivalent emotion associated with red is: Activity, emotional, passionate, trust, love, intensity, aggressiveness.

Some of the leading brands that use Red include:

Blue

The colour blue is linked to stability and depth. The sea and the sky is the first thing that comes to mind.

The equivalent emotion to blue is: Comfort, faith, conservative, understanding, clarity, calm, confident, trust

Yellow

The colour yellow is associated with energy and joy. Sunshine is the first feeling when it comes to this colour.

The equivalent emotion to this colour is: Joy, life, energy, fresh

The leading brands that use yellow include:

Green

Is associated with nature and harmony. The equivalent emotion is Calm, relaxed, trust, peaceful, hopeful.

The leading brands that use green include:

Orange

Is associated with happiness and the tropics. The emotive feeling that Orange will convey is: Enthusiastic, creative, determined, stimulating.

The leading brands that use orange include:

Black

Is associated with mystery and formality. The emotive feeling that it conveys is bold, seriousness and luxury.

The leading brands that use black include:

Pink

Is associated with feminine traits. (no surprise their). The emotive response this colour gives is Love, warmth, nurture.

Leading brands that use pink include:

Brown

Is associated with mother earth. The colour will provide an emotive feel of Reliability, support and dependability.

Colour Psychology in Marketing

Understanding the psychological implications behind colour choices can significantly enhance the effectiveness of promotional efforts. It bridges the gap between brands and consumers, solidifying brand identity and clarifying brand messaging.

• Riding on Traditions: The hue choices in promotional materials often stick to traditional colour meanings. For instance, a brand targeting environmentally-conscious consumers might lean heavily on the colour green in their promotional materials.
• Competitive Difference: Brands can use colour to stand out from competitors. For example, a brand might choose a less familiar colour scheme to differentiate itself within a product category dominated by a particular colour.
• Target Audience Consideration: Understanding the target demographic's psychological response to different colours is fundamental in developing a successful promotional colour scheme. Age, culture, and personal preferences significantly impact colour perception.
• Consistency is Key: To build a strong brand identity, maintaining consistency in the colour scheme across different promotional materials is as important as the colour choice itself.

Using Colours in Promotional Products

Employing strategic colour choices in promotional products can be a powerful tool in attracting attention and spurring consumer behaviours.

• Product Type Relevance: The colour of promotional items should be relevant to the product or service. E.g., A fitness company might use vibrant and energetic colours like red or orange for promotional sports tees.
• Identifiable Brand Colours: Using colours that are easily associated with your brand help consumers to instantly recognize your products. This reinforces brand recognition and recall.
• Seasonal Variations: Seasonal changes often dictate consumer behaviour. Tailoring colour choices of promotional products to align with different seasons can boost their appeal.
• Quality Perception: Certain colours often associate with high-quality or luxury (like black and gold). Using such colours can influence the perceived value of promotional products.

Summary

To conclude, colour choices significantly shape the reception of promotional materials and products. Understanding the correlation between colours and their perceived meanings allows brands to communicate their message more effectively, ensuring their promotional efforts resonate with target consumers. The colours you choose become a message in themselves, so choose wisely. By doing so, you're well on your way to creating a strong brand that stands out in the cluttered marketplace of Australia's promotional environment.