Colour is a great persuasive device and a powerful communication tool, that you can use to differentiate, influence and empower your brand. Used correctly, colour can be used to evoke a desired emotional response, increase learning, grab attention, increase perception, focus and influence.
To help you effectively engage with your target audience, lets look at the different persuasive meanings of colour.
Colour Elicits Emotions
Matching mood to colour has been shown to improve sales, encourage loyalty and influence - understanding the meanings and perceptions that surround specific colours can help you to set the mood for your different marketing activities.
Studies have shown that colour can influence recognition by as much as 80%.
When choosing the right colour for your brand and marketing, it’s important to know that consumers place 93% importance on visual appearance, above other factors, when buying new products or services, and 85% on the colours used.
Although there are many factors that influence, one of the strongest and most persuasive is colour. Colour also plays a large role shaping the identities of people.
The emotional significance of individual colours have different meanings in different parts of the world.
Understanding the cultural interpretations of colour, can help you to identify with your audience and develop effective ways to persuade your audience at a deeper level through association and perception.
The next time you’re selecting colour when creating a logo or marketing materials you might want to consider the colour of persuasion:
Red is a power colour, it arouses strong emotions and elicits excitement - it’s the colour of fire and blood, it is associated with energy, war, danger, strength, power, determination as well as passion, desire, and love.
Red is a very emotionally intense colour. It enhances human metabolism, increases respiration rate, and raises blood pressure. Often associated with vibrancy, passion, energy, vitality and power. This colour is also commonly associated with energy, so you can use it when promoting energy drinks, games, cars, items related to sports and high physical activity.
Red is widely considered to be the most exciting colour creating urgency. An accent colour to stimulate people to make quick decisions. It is considered the hottest colour with the highest impact for attention and action. Red has strong masculine appeal, strength, power, anger, aggression, excitement and can also symbolise financial loss.
In heraldry, red is used to indicate courage. It is a colour found in many national flags. Reflects ambition and desire in India, and love in China, Korea and Japan. It can also mean lucky in China, Denmark and Argentina.
Blue is widely considered to be the most calming colour. In design, light blue is often used to soothe, while dark blue conveys dignity, trust and security often seen with banks and corporate businesses.
In natural therapies, blue is used to emit serenity and is used for cooling, calming, reconstructing and protecting. The colour blue is widely considered to mean truth, integrity, coolness, loyalty, harmony, serenity, devotion and ,relaxation.
The colour blue is worn very frequently, especially because of the worldwide use of jeans. The word ‘Blue Jeans’ comes from the word blue de Gênes, or Blue dye from the republic of Genoa.
People who predominantly wear the colour blue are often perceived as loyal, reliable and faithful people. Blue can ruin your appetite - so if you own a restaurant, never paint the walls blue nor serve food in blue plates! Blue represents cold and evil in East Asia.
However, it stands for warmth in the Netherlands, and in contrast coldness in Sweden, death in Iran and purity in India. Moreover, blue denotes femininity in Belgium and the Netherlands, but masculinity in Sweden and the United States.
You'll discover more about The Colour of Persuasion in my book.
Brand & Corporate Identity Design
FMCG Packaging Design