The importance of colour psychology for branding [INFOGRAPHIC]
Colour psychology for branding has always been important. As brand marketers and branding agencies we are forever trying to come up with new and refreshing ways of getting our brand message across. One of the key tools we have at our disposal is colour.
Is colour chosen purely for aesthetics?
Choosing the right colour for a logo, brand scheme, packaging design or website is not done solely for aesthetic reasons. Rather the selection of colour’s main role is for the purpose of achieving brand recognition and thereby increasing revenue.
This article will outline two primary ways in which colour is important for branding. Whether you are a start up looking to get your new product sold off a retail shelf, in a sea of competitors, or you are a huge international company looking to establish dominance in a particular market, colour is an important weapon and powerful attraction tool to wield in the pursuit of driving revenue and conveying your brand’s message.
Colour psychology for branding case study: Heinz
As an example of the untapped colour psychology potential we are speaking of, consider the case of Heinz; as part of a marketing experiment, the sauce brand changed their iconic red design to include a green colour addition. In January 2009, the label design was altered, with the illustration of a gherkin pickle, which had adorned the label since the 1890s removed. The newer design replaced the old with an illustration of a green vine-ripened tomato. As a result, they experienced the biggest spike in sales of their history, getting over $23 million in sales over 7 months.
Colour psychology and brand message
According to DesignAdvisor, branded storytelling is one of the most important web design trends of 2018. Businesses today want to communicate and tell stories about themselves, and it seems that both existing and potential customers are happy to hear them.
As part of this drive to create engaging messaging, brands are now seriously looking at colour psychology and what their current colour schemes are saying and the messages their colour psychology is conveying.
Colour is metaphorical
The nature of colour is metaphorical. Colour carries psychological meanings which stretches way beyond a wavelength on the visible light spectrum. Although these psychological meanings and interpretations vary across cultures, nationalities and personalities, some colour interpretations are fairly universal.
For instance, yellow is generally recognised for being a happy colour. Yellow tends to convey optimism and joy.
Blue induces tranquility and trust so many businesses in the financial and health sector. Blue is used in these business sectors to convey trust where client worthiness is of the utmost importance.
As for red, it is no coincidence that many fast food restaurants use this colour in their design schemes. Red in colour psychology conveys a sense of urgency. Red had actually been shown to accelerate people’s heart rates.
Colour psychology and conversion
Apart from helping convey a brand message, colour can help businesses boost revenue in more direct ways.
Did you know that experienced packaging designers will strategically apply colour psychology to push on shelf conversions? Think about web designers applying colour call-to-action buttons and to website design as a whole.
Grabbing the consumer’s attention and guiding their experience by way of strategic design is paramount to driving engagement on and off the shelf.
Smart design demands effective use of colour psychology
There are a multitude of success stories which involve changing colour and sometimes even completely overhauling an entire design schemes. Ript, an apparel online store, ran a test to see how colour psychology changes affected sales.
The online apparel company found that switching some designs from green to yellow, it increased their sales by more than 6%.
Changes that can potentially seem slight can also have large impacts. Get this, Beamax, a Belgium based company, manufactures and distributes projection screens for home cinemas and meeting rooms world-wide, discovered that when they changed the their links from blue to a shade of red, users clicked on links 50% more.
Final thoughts and more…
The facts and figures about colour psychology help us understand how we in the world of marketing, businesses have to pay attention and care about the slightest details.
Colour, which at one time was an overlooked detail, has now become an important factor and a successful conversion driving tool.
See the Infographic – 40 Facts About How Colour Psychology Can Boost Website Conversions which goes into greater detail HERE. ᐧ