The use of colour to modify mood or alter perceptions is not new. Many ancient cultures, including the Egyptians and Chinese, practiced the art of chromotherapy. In this treatment, which is still used in alternative therapies today, various colours are used to either stimulate or calm the body
and mind.
Colours can also have significant cultural or symbolic meanings. Consider the white flag of surrender, red traffic lights or even the tribal colours of football teams! They can also alter mood and make strong statements about a person or a business.
What do the colours you are using in your marketing and in your business, generally, say about you?
When selecting colours for your branding or your marketing materials, be aware of any cultural sensitivities. For instance, white is often associated with innocence and purity in western culture, hence the white wedding dress. But in eastern cultures, white is the colour of death and mourning.
In our culture, colours are said to have the following (relatively) universal meanings:
White: Purity, cleanliness and truth. Youthful. White can also imply simplicity which has its own kind of elegance. It is also used to indicate neutrality.
Grey: Grey is associated with conservatism, timelessness and practicality. Too much grey in your marketing will be drab and will possibly project an absence of warmth. Whereas touches of grey can add a sense of reliability. An off-shoot of grey, metallic silver, is often associated with strength of character.
Black: Implies power and strength and sometimes treachery and menace. In our modern culture, it is considered an elegant shade, although secretive. It can also signify intelligence and seriousness. Black can be used to strong effect to target the high-end market or to add a touch of mystery and intrigue to your brand.
Red: The colour of passion, excitement or danger. Red shouts “look at me” and will draw the eye before any other colour. It causes the blood pressure and heart rate to rise and people surrounded by red sometimes report a feeling of breathlessness. It is also said to increase the appetite and stimulate the mind. Use splashes of red to inject energy and assertiveness into your marketing, but don’t overdo it.
Orange: Vibrant. This is the colour of playful energy and calls to mind feelings of excitement, enthusiasm and warmth. In the ‘naughties’ (2000s), this colour was the darling of the corporate set when teamed with steel grey. Use it now to add a sense of fun or to create a playful environment.
Yellow: Yellow is the colour of happiness. This cheerful colour can increase the metabolism and cause the heart rate to rise which may be why people are more likely to lose their temper when in a yellow room. Be aware of using yellow in printed materials – it can disappear into the background and is also the most fatiguing colour to the eye.
Green: The colour of nature, good health and vitality. Green also has a calming effect and also signifies care for the environment. There are many shades of green, some of which are more ‘energetic’ than others. Green is also a symbol of fertility and was the preferred colour choice for wedding gowns in the 15th century. Today green is thought to relieve stress and help heal.
Purple: Royalty and wisdom. This is also the colour of celebration. If your business provides a premium product or service, you may opt to add some purple hues. Although some studies suggest purple is almost universally the colour of choice for young girls.
Blue: Loyal. Peaceful. Trustworthy. Blue is the most popular and neutral colour on a global scale. A safe choice for a business building customer loyalty (and interestingly, the colour most preferred by men). Again, pay attention to hues – navy blue signifies conservatism, while a light turquoise can project energy and vitality. Blue is often used to decorate offices as studies show people are more productive when working in a blue room. But restaurants beware – blue can dull the appetite!
Monochromatic colour schemes
Using a single colour, either in a solid block or in varying shades, can be a clean, stylish and interesting look. Less confusing to the eye, monochromatic colour schemes can also suggest stability and a sense of control.
Complimentary colour schemes
Cast your mind back to your primary school art colours when your teacher would have talked about using colours directly opposite one another on the colour wheel. Pink with lime green, for instance. This is about teaming a warm colour with a cool colour for pleasing results. These colour schemes can suggest creativity and modernity.
Triple colour schemes
Again using the colour wheel, triple colour schemes use three colours equally spaced from each other around a colour wheel. Triple colour schemes can be harmonious and have a sense of depth of character.
Still don’t believe us?
Colour increases brand recognition by up to 80 percent.
- 92 per cent of people surveyed by the Secretariat of the Seoul International Colour Expo said they put most importance on visual factors when purchasing products.
- When asked to approximate the importance of colour when buying products, 84.7 per cent said colour accounted for more than half among the various factors important for choosing products.
- Research reveals people make a subconscious judgement about a person, environment or product within 90 seconds of initial viewing and that up to 90 per cent of that assessment is based on colour alone.
