Colour is one of the most primitive forms of communication we have. Through colour nature tells us when something is dangerous – think the yellow and black of a wasp. And through our own evolution we’ve come to associate emotion with colour.
The use of colour in marketing exploits these emotions on a psychological level. There are times when it’s obvious – most people associate blue with being calm or red with danger. These colours convey this much faster than words ever can. However, there are various triggers associated with colour that go much further, and some have transcended their original meaning to evolve into something new.
Take a look at the fast food industry. Until recently almost every fast food chain used a combination of red and yellow in their branding. Red and yellow are colours usually associated with speed and efficiency. However, McDonald’s has now moved away from this colour combination.
After extensive research it found that red had become more about bad food than fast food. You’ll notice now that McDonald’s uses a combination of greens and other natural colours to promote its message that it is possibly a healthier option than other fast food chains. It has still kept the golden arches to retain the heritage of its brand but, for now, it stands out for using new colours for fast food.
Did they choose green just because they liked it? Of course not. Green is the colour of nature, it represent natural products, healthy foods, calmness. McDonald’s knows this and is exploiting our emotional response to the colour to change our opinion of their food at a subconscious level.
Research by Color Communications Inc found that it takes about 90 seconds for someone to form an opinion of a brand. Within that time, between 62% and 90% of decisions are influenced by colour alone. If you get your colour wrong then your chance to make a good first impression will be wasted. But don’t fall into the trap of thinking you have to follow the norm. Often a challenger brand chooses a colour palette that is almost the polar opposite of what people expect.
The internet has had a massive impact on the use of colour. Throughout the world colours control different primitive thought processes, or symbolisms associated with ceremonies and life encounters. As the world comes closer together, these ancient associations are beginning to shift, blurring the boundaries. Brands are breaking away from what may have been a traditional local norm and are instead using colours that are recognisable across the world.
A perfect example of this is when two of the oldest banks in the US, Mellon Bank and Bank of New York, merged. Banks in the US and across the world use nationalistic colours to represent patriotism and security. But the new BNY Mellon wanted a brand for a shifting global market. It ditched the reds and blues associated with the star-spangled banner and chose silver and gold, colours closely linked with coinage the world over. It now stands out not only at home but also across the world’s financial markets.
On top of the obvious associations with colour there is a much deeper cognitive element to colour that goes much further than simple recognition and emotion. Our own agency, We Can Creative, uses the colour yellow to maximum effect. Firstly it’s one of the most visible colours on the light spectrum, and back when we were a new business we wanted to make sure we stood out. Secondly yellow resonates with the left, more logical, side of the brain. Because of this, yellow is known to inspire original thought and inquisitiveness. It’s the colour of new ideas, which fits perfectly with what our business is set up to do, and it made perfect sense as an optimistic colour.
Our emotional connection with colour is strong and has evolved over millions of years. When choosing your brand’s colour, by all means see what others in your sector are doing, but the best advice is to get outside. Nature kicks our ass when it comes to colour palettes; life is diverse and rich in colour. It’s frustrating when people dismiss a grey day – even a rainy day can lift spirits because there are colours everywhere. Look again; a puddle can be a myriad of colour while everywhere else is awash with blues, silvers, greens and all sorts of oyster colours. It’s anything but dull.
Colours and their meanings
Blue: calm, stable, trust, smart
Red: passion, immediacy, anger, hunger
Green: soothing, natural, envy, balance
Yellow: cheer, attention, fresh, energy
Orange: happiness, attraction, wealth, thirst
Pink: caring, love, emotional, sensitive
Purple: luxury, royal, arrogant, sadness
Black: strength, power, elegance, bold
Graham Watson is the co-founder of We Can Creative
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