Introduction:
Marketing is described as “the activity of showing and advertising a company’s products in the best possible way” and there are multiple ways that marketing happens such as advertisements in newspapers, TV, social media and others and one main component about these is colour. The use of colour has its own study called “Colour Psychology” where the effect of colours is studied and colour has been an important part of companies ranging from Branding to Advertising. With the rise in social media the use of colour in media is now more important.
Why use Colour in Marketing?
Colour is shown to have effects on consumer psychology and colours can be a source of association and memorability for the company. They are also very attractive and people are more likely to view something that has attractive colours than something that is monochrome and by using the same colours for the Marketing a company can create a template that can be used over and over again which will save time. Colour is also extremely important to make a company different from other which helps create an identity for the company to operate.
How to Understand which colours to use?
All colours cause a certain effect on the people who view them and according to Wix.com each colour has their own meaning.
1. Red is associated with Power, passion, excitement, energy, fearlessness and often used for ast-food brands because it conveys that sense of urgency. That is why many of the sale stickers are in red and companies like Airtel, Hero etc. If the product or service is something that is considered “powerful” and “fast” then this colour is used. That is why along with the companies mentioned above the fast food companies also use it.
2. Blue is associated with trust, loyalty, logic, serenity, security, tranquillity. It provides a sense of security and dependability. Therefore, it is used by brands that manage a lot of personal and sensitive information. Many VPNs use this colour along with companies like Linkedin and Facebook however this product can also be used for products or services that are simple and easy to enjoy, snack companies use the colour blue such as Kurkure.
3. Yellow is associated with warmth, optimism, happiness, creativity, intellect. It Represents youthfulness and works best alongside other contrasting colours such as red. It is used by companies such as Nikon, DHL and BIC. If the product is something that is new and unique such as Snapchat.
4. Green is associated with hope, health, nature, growth, prosperity, balance, harmony. An easy on the eye colour, symbolising life and the natural world. Strongly linked to wealth and power and is used by companies which deal with organic products and used a lot by grocery companies.
5. Purple is associated with wealth, mysticism, imagination, wisdom, sophistication, spirituality. Often used in royalty and luxury brands to position themselves as prestigious. Companies like Cadbury use this colour.
6. Pink or Magenta is associated with passion, innovation, creativity, quirkiness. Most widely used colour to depict femininity and youth. Companies like Barbie, Cosmopolitan magazine use this colour in their logos.
7. Brown is associated with Strength, reliability, security, safety, sophistication and is often linked with reliability, dependability and nurturing qualities such as Nestle.
8. White is associated with innocence, purity, cleanliness, simplicity. Brands like brands such as Zara, Apple, Tesla and Sony are known for their white logos. White is a colour which is gaining popularity along with the next colour given below since it is simple and convey modernity.
9. Black is associated with power, security, elegance, authority, substance, sophistication. Brands like New York Times, L’Oréal and others use this colour. Black is also gaining popularity along with White since it is simple and elegant which makes it easy to use in advertisements.
There are other colours which have other characteristics as well.
Here is how understand how to use the colours:
1. Using the colours of the company: If the company has a logo which has colours then using the colours in the logo is a safe way. This also puts the brand identity into the light and gives the customer or viewer an idea of consistency and unity. By using the colours that the logo has one can create an identity for the company by using the colours already used in the logo and determining the nature of the product will help in choosing the colours the product or service should be associated with.
2. Adjusting the Colours: By adjusting the hues and brightness new colours and shades can be used and these colours can be used without any problems and if the colours don’t work then by adding colours like black, white or shades of gre which can create a sense of blank space and allow the colours to be broken up and this enables the colours to have much more impact in the post and branding also it advised to not use many colours because it will make the post a strain on the eyes which will make it unattractive so the lesser the number of colours the better.
3. Using Templates: By using templates for the advertisements of the products a company can decide where the colours need to placed and where to have the product needs to placed. It is advised to experiment with the templates from time to time so that advertisements or marketing stands out and doesn’t become repetitive.
4. Adding designs: Designs can also help in creating a more appealing advertisement. Anything from simple shapes that blend into the background or even complex ones that take up the screen can make the content more engaging and appealing to look at.
Conclusion:
Colour is an incredibly important aspect of marketing and colours by themselves can determine how consumers feel about the company and the product and by establishing colour into the marketing can enable a wider audience and can get more eyes on a company and by using colours in a certain way companies can establish themselves an identity customers can recognise. The use of colours in the posts/content as well can help in associating a certain emotion or quality to the product,service or event that is being marketed. The usage of colours can lead to more engaging posts and advertisements which can be used to drive more engagement to the company.
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