Branding

The importance of colour in Marketing

At Identity Namebrands, we consider the psychology of colour when designing your marketing materials. Be it a business card, brochure, web site, posters or other material, colour enhances or detracts from the intended message. Choosing the right colours will enhance the appearance of your marketing materials and also influence the buying behaviour of your prospects. You will do well to consider the impact that your colour selection will have on your target audience and on the success of your marketing strategy.

For instance, have you noticed that most fast food restaurants are decorated with vivid reds and oranges? It's no accident that these colours show up so frequently. Studies have shown that reds and oranges encourage diners to eat quickly and leave -- and that's exactly what fast food outlets want you to do.

Ever notice that toys, books and children's web sites usually contain large blocks of bright, primary colours? Young children prefer these colours and respond more positively than they do to pastels or muted blends.

It's interesting to note, that the effects of colour differ among different cultures. Hence, the attitudes and preferences of your target audience is something that we consider when we plan the design of your brand and that of your marketing materials. If you are not sure what colours to use, ask us for a professional opinion or follow these guidelines:

In North American mainstream culture, the following colours are associated with certain qualities or emotions:

  • Red --excitement, strength, sex, passion, speed, danger.
  • Blue --(listed as the most popular colour) trust, reliability, belonging, and coolness.
  • Yellow --warmth, sunshine, cheer, happiness
  • Orange -- playfulness, warmth, vibrant
  • Green -- nature, fresh, cool, growth, abundance
  • Purple --royal, spirituality, dignity
  • Pink -- soft, sweet, nurture, security
  • White --pure, virginal, clean, youthful, mild.
  • Black --sophistication, elegant, seductive, mystery
  • Gold -- prestige, expensive
  • Silver -- prestige, cold, scientific

Market researchers have also determined that colour affects shopping habits. Impulse shoppers respond best to red-orange, black and royal blue. Shoppers who plan and stick to budgets respond best to pink, teal, light blue and navy. Traditionalists respond to pastels - pink, rose, sky blue.

At Identity Namebrands, we give some thought to the psychology of colour and your target audience; then choose colours accordingly. Our experience is your advantage.

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