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What Is Colour Psychology and How To Use It?

colour psychology

Colour psychology is the idea that there are emotional and psychological connections between colours and emotions. Most of the meanings behind colours are universal because they affect the brain. However, some are only cultural. 

Why Does Colour Psychology In Marketing Matter? 

It may surprise you but colour psychology plays a huge role in marketing. The colours that you choose to use throughout your branding may be able to arise emotional responses from your audience. Consumers can make decisions based on emotion. 

How To Use Colour Psychology In Digital Marketing?

The colours that you use within your branding and marketing are fundamental. You may need to tap into some colour psychology when you are deciding upon your branding.  

Learn Colour Psychology Essentials

When looking into colour psychology you should familiarise yourself with what the colours mean. Read below for some of the meanings behind popular colours.

Red– Excitement, passion, anger, danger, power, anxiety.

Blue– Calm, peacefulness, trust.

Purple– Royalty, luxury, calm, romance. 

Orange– Friendliness, creativity, warmth, enthusiasm. 

These are just some of the meanings behind popular colours. Did any of these surprise you? As you can see there are some overlaps with the colours. This means that you are not limited to one colour or tone of colour which is fantastic. 

Get Inspired By Other Brands

To increase your knowledge of colour psychology, have a look at other ads and see how the colours make you feel. For example, some home decor places use more neutral colours. The reason for this is that neutral colours tend to be seen as clean and help make a website easy to read. 

Keep Your Branding Consistent 

You will want people to recognise your brand thus it is important to keep your branding consistent, especially if you want your brand to be successful. Over time you can change your logo, but we recommend keeping your brand colours the same. Customers tend to notice brand colours more than the logo. For example, Google had a slight change in logo, they slightly changed the font, but they kept the brand colours the same. 

Create A Brand Colour Palette

As we have mentioned previously, it is important to keep your brand and marketing colours consistent. When creating a colour palette you want to have a colour scheme that works for you and your brand but also allows for some variety. There are a few common colour palettes such as:

Complementary– Opposite colours that create high contrast

Analogous– These are colours next to each on the colour wheel

Monochromatic– Different shades or tones of the same primary colour

If you are stuck on what colour palette to go with, simply have a google and see what colours look good together. 

Keep Cultural Context In Mind

Perception of colour is not universal. The words we use for colour vary by language. For example, some countries have three colour categories while others have up to 12 colour categories. Colour psychology is also not universal. This is why cultural context is important to keep in mind when you are creating your branding. 

Do Not Copy The Competition

Yes, you should do some competitor research and there is no harm in taking some inspiration, however, do not outright copy the competition. Making your brand stand out is a lot better than copying a similar brand. 

Include Colourblind Consumers

This may be something that you have not thought about, but it is important to think about your consumers who may be colourblind. Mainly those with colour blindness have trouble differentiating from dichromatic colours. This means that they have trouble differentiating the shades from one and other.

These are some things to keep in mind when using colour psychology. Did any of this surprise you? To read more about digital marketing, social media marketing, SEO, and more, then visit our website here.

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Andy

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