CAPABILITIES | HOW DOES COLOUR AFFECT CONSUMER BEHAVIOUR?
April 6, 23 – Colours influence the mood and feelings of people and can make consumers feel different emotions depending on what feelings are associated with the colour they’re viewing. For marketers, it’s important to use colors that are associated with positive emotions so they can capitalize on their point-of-sale campaigns.
Having a better understanding of the psychological effects of colors makes it easier to create effective marketing campaigns that target specific consumer groups.
In marketing, red is associated with ‘passion’. It’s an intense and energetic colour that can draw attention from consumers.
Orange evokes feelings of happiness and joy due to its bright tone and is a great colour for marketers to use to create a feeling of leisure and vacation.
Yellow is usually associated with happiness and positivity due to its bright tone. It has a very refreshing feeling and stimulates hunger, which makes it perfect a marketing tool for fast food chains or restaurants.
People usually describe blue as cold but also tranquil and calming. It has a soothing effect on people because it represents trust and security. This is why most hospitals and financial institutions use blue in their logos.
Green represents growth. It’s also a symbol of nature, which pair well with companies that have sustainable products.
Purple represents royalty, which means it can be used by marketers of high-end products such as jewelry or luxury cars.
Since people are often influenced by colours without them even knowing it, marketers will find market research about colour psychology extremely useful when creating effective marketing campaigns.
It will help them better understand what associations different demographics groups make with certain colours and how they can use this knowledge to convey the image they want for their products.