Use of Colour in Marketing and Advertising

Colour is at the forefront of everything we do. Whether we’re creating silicone wristbands, lanyards, trolley coins or car air fresheners, colour is one of the most important elements. It helps build brand identity, and helps customers form that crucial first impression. But it’s not all about aesthetics. According to colour psychology, colour makes us feel; it elicits emotions and alters mood. Research shows that colour affects customer behaviour, and hence their choices when it comes to making decisions.

Colour psychology dates back thousands of years. The Egyptians studied the effect of colour on mood and believed colours helped health and wellbeing. Modern day marketers undergo robust research to understand which specific shade will appeal to their target audience and prompt the outcomes they desire.

Anyone who has ever studied colour, will be aware that colours have various associations. For example, black can be associated with death and darkness. Whereas white is sometimes associated with purity. However, marketers and designers have come to realise that perceptions of colour are extremely subjective. Black can also be associated with elegance and chic. Coco Chanel said, “Women think of all colors except the absence of color. I have said that black has it all. White too. Their beauty is absolute. It is the perfect harmony.”

In a business setting blue is often seen as trustworthy and reliable; think the NHS logo. It is also often associated with the business and corporate world. When you think of the colour green, what comes to mind? The earth, countryside, wellbeing? And what about red? Does it make you think of danger or passion? Or perhaps both?

We use the Pantone colour chart in our work. This allows us to match customer colours with confidence, ensuring consistency and promoting brand awareness. When used well, brands become synonymous with the colour that represents them. Think about Breast Cancer Awareness and the colour pink, for example. It is important to get this right. Colour is a means of communication. Are you sending the right messages?

Further Reading:

Your Brand’s True Colours
What colours say about your brand.
https://www.entrepreneur.com/growing-a-business/business-branding-by-color/175428

True Colours – Breakdown of Preferences by Gender
Useful infographic based on a 2003 study on colour and gender.
https://neilpatel.com/blog/gender-and-color/

Why is Facebook Blue? The Science Behind Colours in Marketing
Something as simple as tweaking the colour of an online button can change user behaviour.
http://www.fastcompany.com/3009317/why-is-facebook-blue-the-science-behind-colors-in-marketing

True Colours – What Your Brand Colours Say About Your Business
Useful infographic on colour choice in business branding.
https://blog.marketo.com/2012/06/true-colors-what-your-brand-colors-say-about-your-business.html

How do Colours Affect Purchases
A great deal of purchasing decisions are made through visual cues. Colour is one of the most persuasive.
https://neilpatel.com/blog/color-psychology/

Questions About Colour
If you want to know more about how we match your company colours, take a look at our FAQs page.
https://www.lancasterprinting.co.uk/faqs/

The Science of Colours in Marketing and Web Design
Colours can affect mood and behaviour. Therefore, when used properly they can be an important tool in marketing.
https://www.thinkbrilliant.com/2010/04/the-science-of-colors-in-marketing-and-web-design/

Packaging Colours
Make the right choices for your packaging.
https://www.empower-yourself-with-color-psychology.com/packaging-colors.html

21 Outstanding Uses of Colour in Branding
Examples of successful brands and their use of colour.
https://www.creativebloq.com/branding/amazing-uses-colour-6133196