Can we use colour amongst the noise to drive conversion in 2019?
In nature, both flora and fauna use colour to sustain life - flowers to attract bees, peacocks use it for mating and camelions use it for camouflage. And certainly, we use colour every day, either to express our emotions or to stand out. But does it really have that much impact in our business lives?
Typically in the business world, we tend to think of colour mainly in relation to the design of websites, mobile apps, print media ads or digital media banner ads. Naturally, we want the design representing our business to look aesthetically pleasing. To delve deeper, did you know there are strategies in the use of colour by marketing specialists that can improve the ROI performance of ads, and even influence how your brand is perceived? Here’s how:
Colour Drives Emotional Reactions
In perhaps one of the more controversial aspects of marketing, analysing colour psychology reveals the relationship between colour and human behaviour, and how it is manipulated to potentially influence consumers as a factor in their daily purchase decisions. Whether you’re a fashion brand trying to evoke a sense of luxury and appeal to a high-income consumer, or an airline establishing customer trust in the brand, understanding and applying colour psychology can help attract and connect with your target audience.
It is important to note that since colour is subjective to each individual based on their personal preferences, gender, background and culture, there is no guarantee that you can ascertain a specific emotion from the colour green, for example. However, consumer science identifies common patterns in colour perception, which is then applied by marketing experts in practical ways to make decisions about colour. To demonstrate this in practice, let’s take a look at some of the most iconic brands in the world.
How the World’s Most Powerful Brands Use Colour