Colour Psychology – A Marketing Goldmine?

Introduction to Colour in Marketing

Within the Business world, the use of colour can evoke either positive or negative feelings. Therefore, successful marketing must incorporate colour to maximise its effectiveness. Take the golden yellow McDonald’s M: the colour yellow signifies happiness, optimism and cheerfulness – an image that the company most likely wishes to epitomise. Furthermore, the red backdrop to the logo represents passion and excitement and can, therefore, add to the carnal appeal to the brand. All of these are positive emotions that tie in perfectly to their corporate identity and, as a result, makes the company more inviting to its audience of customers.

Choosing the Perfect Colour

This, therefore, begs the question: “which colour(s) should I avoid when marketing my product?”. Whilst oranges and yellows can be used to promote optimism and cheerfulness, some companies take this too far, with intensely bright, unnatural looking yellows and oranges causing consumers’ eyes to ache rather than noticing the subject matter. Therefore, as a general rule of thumb, these colours should be as natural as possible with relatively low levels of saturation in order to be effective. This applies to any bright colour; hot pink can be incredibly effective at catching attention and is appealing to a youthful audience, yet this is not the colour to use when marketing something sophisticated, luxury or professional.

Colour and Corporate Identity

Furthermore, specific colours will fit your corporate identity better
than others; the use of white, for instance, has been noted to signify simplicity and minimalism, whilst the use of black can be seen as both sophisticated and luxurious. Multicolour designs can also be used to signify variety – take the design of our Revolution logo! Or Google, if that is more convincing – and is also an effective way of signifying unity between different groups of people as the design of the Olympic rings demonstrates. Earthy browns and greens, whilst not as eye-catching as bright reds or pinks, are very effective at connoting a natural and responsible message. This can be seen in the Timberland logo – a clothing company that prides itself in striving for carbon neutrality – and health food stores like Holland and Barrett. The use of brown and greens in the corporate identities of these companies portrays an air of responsibility and eco-friendliness that gives them a favourability in the eyes of us, the consumer.

How to Maximise Your Marketing Potential

Here at Revolution Shirts, we pride ourselves in colour printing on all forms of garments and promotional materials. Our artwork department will work with you in ensuring that the colour, sizing, subject material and medium of your promotional products maximise your marketing potential. As a result, it can be safe to say that the use of colour and the psychology behind it can provide many businesses with an untapped goldmine that, with our help, you could extract!

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