The Importance Of Colour In Marketing

Colours really do have the power to effect our moods, and different shades will have different effects on us. The colour you choose for your promotional products, and for your brand in general are very important!

Hugely successful brands like McDonald’s owe a significant portion of their achievement to good colour pairings. A lot of fast food companies use the colours red and yellow, and its completely intentional. Red arouses hunger, appetite and calls for our attention, whereas yellow induces happiness and friendliness. As consumers, we don’t rely entirely on logic when making our purchasing decisions, there are many other external factors that contribute to us either wanting or not wanting to buy something.

The many feelings produced by certain colours are not entirely universal, as everyone perceives colour differently. The emotional experiences and memories you have with colour are shaped throughout your life, making them unique to you, which means what you feel when seeing blue won’t necessarily be what I feel when seeing blue.

Beige, Yellow, Pink, Red, Orange

These are warm colours that easily catch attention from the eye, we perceive these colours to be closer than they actually are. These colours symbolise strength and a call to action. On products as a solid block of colour, these can be a little overwhelming, best paired with more neutral or cool tone colours.

Silver, Lavender, Azure

These are cooler toned, yet are still classed as bright. These are associated with more modern and professional. These tones can have a calming effect, and are popularly used in the fitness, wellness and beauty industries.

Violet, Turquoise, Green, Navy

These are seen as trustful, peaceful and loyal colours. These colours don’t attract attention, but will compliment other cool tones.

Brown, Gold, Purple

These colours have connotations of comfort, wealth and stability.

White, Grey and Black

These are neutrals, they neither detract or attract attention, but will enhance the other colours you pair them with.

The effect that colour has on us in every day life is so subtle that we don’t ever think about it! This makes it a brilliant way of influencing your customers, without being obvious about it. Finding the right colour combination to attract your target audience can be difficult, but its something to consider when building your next advertising campaign. Giving out a gold coloured promotional Prodir pens could inspire feelings of comfort and wealth associated with your brand. Red coloured printed tote bags will raise feelings of hunger and gain your clients immediate attention. Green coloured promotional travel mugs will create stronger customer loyalty, as they experience feelings of trust, peace and loyalty.

At allbranded, we use the pantone colour matching system, to ensure your customised products will be made in exactly the shade you intended it to be. Something else to remember is that you aren’t just selling your products and services, you’re selling a lifestyle. To choose colours that are popular by people actually living that lifestyle, will go a long way towards making sure your customers identify with your brand.