MyKreative
Why Colours Matter in Advertising
by Melanie Cowie

Colour matters to brands for a few specific reasons. First, color can subconsciously communicate a consistent message of your brand’s promise to consumers. Second, it can help to support brand expectations and mold consumer perceptions of your brand. Third, color can make a brand stand out or blend in depending on the business’ strategy and audience’s wants and needs. Fourth, color can evoke emotions that, as the breast cancer pink example above shows, can be very powerful.

 

Colours speak a language words just can’t replicate. That is, they communicate with us on an emotional level and are thus more effective at persuasion. Colours can influence buyers and each colour has its own list of associations that you can take advantage of in your marketing and advertising materials. Here, we show a simple breakdown of the best situations to use specific colours to meet your marketing and advertising goals.

Blue
Blue is typically regarded as a masculine colour, but that’s not all blue brings to the table. A few other associations include:

Calmness
Tranquility
Refreshing
Stability
Responsibility
Peace
Relaxation
Sadness

Green
As a cool colour, green is best for calm, mature and professional brands. In fact, it is known to lower blood pressure and heart rate in viewers. Some of the associations we tend to make with the color green are:

Finances
The environment
Health
Good luck
Growth
Wealth
Harmony
Balance
Soothing
Renewal

Purple

Purple is mystical, mysterious and sensual—not a colour we see often in nature. Common associations we have with purple include:

Royalty
Luxury
Intrigue
Magic
Mystery
Military honor
Wealth
Imagination
Spirituality

Red

Red is an attention-grabbing, vibrant, hot colour that is generally associated with:

Passion
High energy
Love
Warmth
Fire
Warfare
Anger
Danger
Confidence

Orange
Orange is a friendly and cheerful colour that has a few traits in common with red, like warmth and high energy. Other associations consumers tend to make with the colour orange are:

Youth
Affordability
Vitality
Friendliness
Humor
Seasonal changes (particularly summer into autumn)
An orange illustrated motivational gym poster

Yellow
Customers associate yellow with optimism and affordability. It has the advantage of being both light and bold at the same time. Some of its basic associations are:

Energy
Happiness
Danger
Youth
Playfulness
Cheerfulness
Warmth

Pink
Pink is a loaded colour. There’s no getting around it: pink is a lot more for girls than blue is for boys, to the point that using it in certain cases can be off-putting to men. There’s a lot of psychology to unpack surrounding the color pink and its gendered associations, but here we’re just gonna cover what pink does in the marketing and advertising world. Pink can be:

Cake shop two sided flyer in pink
It’s hard to imagine even the manliest man turning down the cupcakes in this advertisement. By Luz Viera.
Fun
Girly
Upbeat
Sweet
Delicate
Romantic
Peaceful
Pink is a popular color for bakeries because it’s sweet, just like the pastries they’re selling. It’s also the color for brands that are feminine and proud of it, like a women’s self-defense instructor who uses hot pink graphics in her ads to show that she teaches women how to be bold and protect themselves.

Grey
Grey stands for professionalism and practicality. You might think grey is boring, and in a lot of cases, it is. But gray doesn’t have to be boring. With the right marketing strategy, it can also be:

Neutral
Professional
Efficient
Formal
Corporate

Black
Black might technically be the absence of colour but it is also powerful and bold. These are some of the associations we have with black:

Luxury
Mystique
Power
Formality
Elegance
Darkness
Mystery
Sexuality
Control

White
White is a blank slate. It’s fresh, new, mint in box and garners the following associations

Cleanliness
Purity
Blankness
Simplicity
Youth
Honor
Peace
Blandness
Coldness

Brown
Brown is a colour you can trust. Brown has your back, brown’s been there by your side for years and it’ll still be there for years to come.

Reliable
Old-fashioned
Earthy
Masculine
Natural
Dependable
Warm

 

Using colour strategically is more than just choosing what looks good to you. Whether we realise it or not, colour affects us each day. It has the power to influence our thoughts, feelings, and moods. Colour also changes our appetites and alters how we perceive designs, products, and brands. We associate certain colour palettes with different seasons and different decades. Moreover, the instinct to associate colour with memories lends colour the power to create strong consumer brand recognition.

Leave a reply