The Psychology of Colour in Visual Content

Brands often select colours for the theme which will appeal to the target group. It is actually a science wherein eminent psychology tactics are used in order to engage the target group. Colours often influence human behaviour & psychology that eventually makes them implement the buying decision. Consumers often get attracted by the colours used on the packaging.

It can be defined as, “The colour psychology suggests general guidelines for the ways that various hues & shades influence consumer behaviour. However, a number of factors may also influence the way that individuals perceive & react to colour, & marketers should be aware of how they may impact the way consumers respond to colour.

Evolution of Colour Psychology

The colour psychology became popular in the 1940s, when Kurt Goldstein stated that colours will have profound & interactive reactions of people. It would not impact the attention & focus of people. As TV & print media became colourized, advertising agencies became informed about the power of colour that would make a major shift in the sales figures.

A Swiss psychiatrist Carl Jung once quoted,” Colours are the mother tongue of the subconscious”. His deep research led him to develop art therapy, as he firmly believed that one can voice himself/herself through images & colours that help people perceive a brand in a particular way. In the modern colour psychology, according to a study, 35% of Americans prefer blue colour, 16% prefer green, 10% prefer purple & 9% preferred red.

Importance of Colour Psychology in Visual Content

The information overload in recent times has become a common problem. Due to the overload, the attention span of people has reduced drastically. Creativity has become imperative into the marketing strategies to make your brand stand out. To enhance the visual communication, brands make use of videos, graphics, & other visual elements to communicate messages to customers.

The Buying Decision:
Colour psychology is a combination of science & art. Brands make use of these colours in order to grab the attention of potential & existing customers. The colour schemes used exude brand messages, brand identity & values, also the philosophies of the brand. Colours are believed to directly pass on visual imagination in the psyche of the target audience & which influences their buying decision. It also creates an emotional impact on the consumers.
Passing of brand messaging:
Colours can help you create your brand’s unique name & visual identity. The colour theory helps a brand craft an emotional connection with its target consumers, which is why choosing colours is essential. Brands also consider the colour associations reflect the company values. Some popular brands like McDonalds, Coca-Cola, Ford & Cadbury have created an impeccable impact on consumers’ minds.
Brand personality:
The intent of making a purchase is greatly affected by colour associations due to their effect on how a brand is perceived by the target audience. While there are certain colours that align with specific traits, there are some colours that align with stereotypical colour associations. It is important in the context of colour psychology to address all of these aspects in terms of brand personality.

Colour Selection Considerations:

The competitive sphere compels brands to use various colours according to the functionality of the brand & its visual appeal. The web designs of brands not only look aesthetically appealing, but affect human thoughts, behaviours, actions & behaviours. Here are some colours which impact consumer emotions & behaviour:

Red:
In the colour theory, red symbolizes psychological highlights like passion, urgency & excitement. It can be used to grab users’ attention & gives a push to take the buying decision. It is a colour of passion, excitement & positivity. Often you may have noticed, e-commerce websites use red colour for their CTAs.
Blue:
This colour is often linked to professionalism, calmness, reliability & consistent growth. It is often preferred by corporate themed websites & social media platforms. Shades of blue can also pass on various messages. The lighter shades of blue create a sense of serenity. Darker shades of blue convey stability, maturity & professionalism.
Purple:
The purple colour is associated with creativity, something big, luxury & spirituality. It’s often used in websites targeting a more sophisticated & niche target group. Dark purple conveys a message of intellectuality & creative imagination.
Orange:
Orange is a colour of energy, enthusiasm & warmth at the same time. It grabs attention of the consumer while it can be used to implement action. It is, at times, used by brands for their call-to-actions & when they want to show elements standing out.
Yellow:
It is a bright & cheerful colour. It evokes positivity & happiness. It can be used to draw attention & stimulate farsightedness. Over use of yellow can be overwhelming, but it is not always the case. It depends upon the visual & how exactly it is used.
Black & White:
Black is often linked with sophistication & elegance. White signifies simplicity & purity. These two colours are frequently used together in website designing to give it a modern look. This combination is often used in minimalist & sophisticated fashion websites.

Tips for selecting a brand colour:

A believable brand colour:
To implement the colour psychology aspect, it is important to choose a colour that feels believable. When consumers witness the brand’s product for the first time, customers should sub-consciously envision the brand in their psyche. At no point in time will you find a red themed financial organization or a pink-themed real estate brand. Visual marketing is related to the psyche of people & how they perceive the brand.
Distinctive brand colour:
In context of colour psychology, an outward expression starts with your brand’s personality. Identifying the same in advance will ensure the colour you’ve chosen is cohesive. The personality is on a human level & it should also describe your brand as if it were a person.
Implement a brand audit:
A competitive brand audit is the best way to do a survey of the colours your top competitors are using so you can identify opportunities for differentiation. Put all your competitors on a colour wheel, to check whether any interesting colours can be used.

Conclusion:

Colour psychology is one of the most essential components of a visual identity. Selecting a colour that is authentic to your brand embodies your brand personality, appeals to your audience, & differentiates your company while simultaneously building authority & meaningful visual identity.

Table of Contents

The Psychology of Colour in Visual Content

Evolution of Colour Psychology

Importance of Colour Psychology in Visual Content

Colour Selection Considerations:

Tips for selecting a brand colour:

Conclusion:

Get in touch

Join Us, Create Amazing

Pune Office

Mumbai Office

Gurugram Office

Follow us

For general work-related enquiries

For career related enquiries

© OptimistBrandDesignLLP 2024. All rights reserved • Privacy Policy

Made In India 🤍