The Emotion of Colour
Understanding how individuals react to colour can give you a real advantage when it comes to marketing your company. Colour is seemingly a very subjective and personally emotive subject. It is part of our everyday lives and affects every aspect of our lives on a daily basis, personally and professionally.
What if you could apply the basics of colour theory to your marketing activity?
Knowing the psyche of colour could give you the edge in how you communicate to your customers. The interpretation of colour can depend on a lot on social and cultural references. Colour can mean different things to different people. But generally there are some colour characteristics proven through research to be a fair and general guide on what certain colours mean.
The emotions that colours can stimulate are highlighted above, it’s also important to highlight the negative emotions that come with colours as well. This will give more of an rounded picture when it comes to considering colours for your marketing activity.
The positive and negative emotive responses to colours is great as a general guide. But it is interesting when you flip the question around. The above responses have been made by surveys specifically asking what emotion people have to a specific colour.
The responses are very interesting when people are asked to assign a colour to an emotive word. It’s apparent that Blue seems to be the go to colour when it comes to professional qualities. It’s also a popular choice when it comes to representing positive words.
So, how do you use colour effectively in your Marketing?
The first thing to consider is to use the information available regarding the emotive responses to colour and words. This can be used to categorise what type of business is on your client list and use colours based on what their emotive response will be.
For example, if you are working with a company that values security, trust and loyalty, then a blue colour palette will likely be very effective when marketing to that client. Alternatively, if you are selling a luxury product, you may want to avoid orange. Purple or black may be a better option.
Being very subjective, colour theory is not an exact science. But by understanding it, you can be a step further in communicating and marketing effectively to your clients.
Test it yourself
An effective technique in establishing exactly what colours work with your clients is to test them. Send the same communication in 2 different colours and monitor the feedback, click through rate and response rate from both communications.
Having an awareness of how colour works and how people respond to it is a useful skill to have for your business. Both from your own brand’s perspective and from a perspective of marketing to your client base.