The Persuasive Power of Color

The Persuasive Power of Colour

By Tani and Cheryl

Index

First Kahoot

1. Colour association

2. Colour importance

3. Practical Application

Second Kahoot

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Colour association

What type of conotations does colour have?

Red

Red evokes a passionate response. It is a color that increases your heart rate, makes your breath faster, and is generally associated with energy, excitement, and passion. It’s one of the colors that is attention-grabbing, while it can also be provocative and excitable. Colour code: aggressive, energetic, provocative, attention-grabbing, passionate

Orange

Orange makes an ideal colour choice for brands that want to blend the optimism and the brightness of yellow and the passion and the energy of red. It is a creative and cheerful colour that evokes a friendly and adventurous feeling. Colour code: vitality, fun, playful, outgoing

Yellow

Yellow is a popular color choice for brands that want to evoke a feeling of positivity in their identity. Its association with the sun on its different shadows brings out hope and optimism. Yellow also stands out among other colors, which makes a yellow brand identity creative and appealing. Colour code: positivity, light, warmth, motivation, creativity, happiness

Green

Green is a color that is synonymous with calmness, safety, and freshness. Its various shades can create a unique brand identity for your company. Green tends to be associated with health along with the feelings of peace and serenity. Colour code: Wealth, health, prestige, serenity, generosity, safety

Cyan

It is typically associated with liveliness, youth and energy, and is often interchanged with turquoise. Cyan calls to mind creativity and self-expression. This is why you’ll often see it in communication-centric brands in industries like education, media, and technology. It’s also an ideal marketing color for cleaning products as it evokes cleanliness and purity without being too sterile. Colour Code: Calmness, balance, mediation, creativity, emotional stability

Blue

Blue is the most popular color choice for the top brands. It is thought to put people at ease, as it reminds them of the sky and the ocean. Blue is also associated with trust, security, and confidence which make a great combination for the brands that want these elements in their message. Colour code: trustworthy, dependable, secure, responsible, confident

Purple

Purple is a sophisticated yet mysterious color. It tends to be used with higher-end products due to its association with royalty and elegance. Purple’s mysterious element is also linked with spirituality, and it can bring a magical element to your branding. Colour code: royalty, sophistication, nostalgia, mystery, spirituality

Pink

Often considered the most feminine color, pink shades are nonetheless versatile. Being a lighter shade of red, brands which employ pink can retain a sense of energy and cheer blended with a perception of soothing calm. It also shines a nurturing light that soothes and reminds us of the feminine principle. Colour code: Physical tranquility, warmth, love sexuality romance, femininity

Grey

Brands often choose it for its timeless, practical, and unbiased feeling. It’s ideally used as a secondary color to provide a calmer and more neutral background to bold colors. Gray is modern and sophisticated, a hue that has worked well for technology and luxury brands. Colour code: Practicality, Efficiency, Timelessness, Classic, Serious, Mystery

Black

Black is another popular color option for brands and it tends to be one of the most classic options. It’s both classic and sophisticated and it can make a brand identity stand out. It seems to work perfectly with luxury products, blending the classic and powerful elements. Black is one of the colors that can be combined with others to add a stronger emotion, without losing the classical appeal. Colour code: Prestige, value, timelessness, sophistication, power

Colour Importance

Why are brands interested with colour?

Why colour is important for brands?

Colour is often used in branding and advertising to create a particular mood or emotion and to make products more memorable and appealing to consumers. In fact, studies show that 85% of customers identify color as a primary reason for choosing one brand over another. Brands choose colours that's authentic to them, embodies their brand personality, appeals to their audience, and differentiates their company from the competition as it's one of the best ways to create a powerful and meaningful visual identity.

Brand memorability:

The memorability of your brand determines whether people will think of it when they are in need. For example, when we are bored and in need of entertainment, we think of Youtube, Instagram or TikTok. Or when we are hungry and in need of food, we think of Uber eats or Deliveroo. The use of the right colour can boost your brand recognition by 80%

Brand Perception:

Brand perception- sum of a consumer's feelings, experiences, and thoughts about a product or service. It's what people believe a brand represents, rather than what a brand says it represents. Consumers make judgments about products within 90 seconds. Moreover, somewhere between 60% and 90% of these judgments are based on colours solely.

The Link Between Industries and Colour Choices:

As you saw from the examples of brand, each industry has its preferred colour. A while ago, Labrecque and Milne researched colour differentiation in the marketplace. They found that:

Red appears in over 60% of retail brands, but it’s not present in fashion brand logos at all.

Blue is the most popular colour in Pharmaceuticals, Travel, Electronics, Credit Cards, Health, Beauty, and Household industries. It appears in over 75% of credit card brand logos and yet, has a poor implementation in the food and fast food niche. As for Fortune 500 companies, blue is the most dominant colour, followed by red.

Some less popular choices are green, yellow, and black. Purple and pink is used here and there.

Can you think of some examples of brands will less popular colours choices (purple/pink/ yellow/green/black)?

Purple:

Pink:

Black:

Yellow:

Green:

Practical Application

Example of brands experimenting with colour to boost purchases

1) Fanta

Let’s take Fanta as an example. Created in 1940s, Fanta is the second oldest brand of The Coca-Cola Company and, generally, one of the most recognizable global brands. Over time, the brand changed the logo multiple times, but one thing nearly always remains the same — blue letters on a vibrant orange background. Why orange? Because it’s playful, friendly, youthful, and energetic. So, let me ask you can you imagine this exact same logo in different colours? How about white letters on a green background? We would still recognize the logo design, but it would lack the energy, appeal, and emotions that are triggered by orange.

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