How Does Colour Impact Today’s Marketing and Branding

By: Amanda Bradley.
November 30, 2017.

A businesses strengths are their weaknesses, and there is no doubt, that the human subconscious can be controlled, and quite easily. Small details, which are often unnoticed, pay a vital role in the perception of the surrounding world and how it influences and affects us in our every day decision-making.

Thanks to these distinctions, you can seamlessly boost the promotion of your company’s identity, and the purchase of certain goods. The buyer’s choice depends on many factors, but one of the main identifications is the brightness of light and the colour that accompanies the customer at every step. One of the key objectives of branding is to form the correct image of the product and to convey the message to a target consumer, giving the product the characteristics that the consumer wants. The colour is a huge part of this, therefore choosing the right colour will help you to call on the right emotions of a customer, which will ultimately make the customer use your services, due to emotional enforcement. The right choice of colour for marketing and your company’s logo, can help companies operating in the B2B market to build up trust and a positive attitude.

Colour can solve many matters:

  1. It ensures there’s visibility and a clear differentiation of your company’s brand from competitors.
    • When determining the colour solution, make sure you analyse the key market leaders, competitors, and goods that will be directly impact against your product.
  1. Make sure there is a clear visibility and clear differentiation of your brand and product from other company’s.
    • If you have a brand significantly different from the rest, be sure to highlight it (as a result, the customer will highlight it in his mind as well).
  2. Improves the communication and highlight your image of the product or service.
    • It is known that non-verbal information is read much faster. By using the proper colour gamut, you can communicate with your audience non-verbally.

When choosing the right colours, make sure you reflect the cultural characteristics of the brand and remember that the same colour in different cultures may have different meanings.

Choice of Colours:

Colour attracts attention almost flawlessly, even without linking it to advertising, if accepting the perception effectiveness of black-and-white image as 100%, the efficiency of the perception of the two-colour images is increased by 20% while multi-coloured by 40%.

Colour significantly affects the psycho-intellectual state of the person:

  • It causes psychological reactions: stresses quality and mood creates a warm or a cold environment, and it reflects the seasons of the year.
  • It has the physiological effects, either positive or negative and optical irritants.
  • It touches the feeling of the individual.

Many marketers will already be aware that different colours have a different psychological impact on consumers. Over time, we have been hardwired to make certain neuro-associations with different colours. The impact of these influences is subtle, but effective and worth implementing. A number of commonly used colours are listed below, alongside their associations within a marketing context.


Known internationally as a buying colour. It reflects emotions such as anger, lust and passion and is a definite attention getter. When used in small amounts, it is the best colour to stimulate sales. However, if used in large amounts, it can turn off the more subtle customers. Red is best used to draw attention to a specific message or area you want the customer to focus on.


Known to be the most irritating of colours and the least favourite colour in the world. Direct mail marketers tend to use this on envelopes to draw attention to a product they are selling. Orange is best known as the colour for sexuality and creativity and is associated with affordability. It’s also an attention grabber, but is best used sparingly or as an accent colour.

Purples and Violets:

These colours are subjective, and people will either love them or hate them. Purple is associated with spiritual healing and royalty.


This was determined to be the best seller and people’s most favourite colour throughout the world, regardless of culture. Blue is considered the colour of communication; light blue leads to fantasy and dark blue leads to authority and power. Blue conjures up feelings of tranquillity, peacefulness and flights of fancy.


This is a relaxing colour that stirs up feelings of the outdoors, forest, grass and lush meadows. It is considered a passive, not a stimulating colour.


Is the first colour seen by the retina. This is a good focus, or attention-getting colour, and a good accent colour when used in moderation.


Denotes traditional or natural values. Light shades of wood are associated with affordability; dark hued shades are associated with opulence and richness. Brown is a relaxing and casual colour, the colour of wood, the earth and nature.


Black or white are always a safe and effective accent. They enhance primary colours when used as an accent, and when used exclusively, they give off an institutionalised or sterile feeling.

We can see from the above that Red and Blue are the two most prominent and internationally recognised colours to promote sales. As such, this makes a strong case for the use of each to highlight price discounts.

There is a certain relationship between physiology and colour perception, it is established that each colour calls for the subliminal association, it can attract and repel, instil a sense of peace and comfort, soothe or worry. Therefore colour is a key marketing tool that needs to be considered when putting your brand together. Despite the fact that modern consumers become more sophisticated in choosing the colour gamut, basic colour preferences are universal for the vast majority of people.

Recent studies have shown that the main colours used by successful companies are red, blue, black, and shades of grey. And 95% of brands use only one or two colours, in their logo and marketing. So colour is without doubt a vital element of any company’s marketing plan if they are going to succeed.

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