When it comes time to buy, according to WebPageFX, 84.7% of consumers mention that the colour of a product is the main reason why they buy it. When buying a product, 93% of consumers will look at the appearance of the product according to research by JustUno. Even research by Colorcom confirms that colour advertisements will reach 42% more people than the same advertisement broadcast in black and white.
Are you still not convinced of the impact of colour in marketing?
If so, keep reading to learn more about the effect that certain colours will have on your target audience in marketing.
The colour red colour evokes strong emotions, encourages appetite, and increases passion and intensity.
In marketing, the red colour is used to increase heart rate, create a sense of emergency during liquidation sales, influence impulsive purchases, and stimulate appetite. It is not surprising that McDonald’s, Kellog’s, Lay’s, Heinz, and Coca-Cola use it in their logo.
The colour yellow, meanwhile, evokes a sense of youth, inspiration, and happiness. In marketing, this colour also commonly represents optimism and youth. It is also frequently used to draw the attention of those who make window locks. Among the famous brands that use it we find Nikon, Shell, the Yellow Pages, IKEA, and Best Buy.
Obviously, blue is a colour that is associated with water, peace, calm. and serenity. It is also the favorite colour of men, even if it is a cold colour. Interestingly, it is the most used colour in offices (possibly because it is seen as increasing productivity).
In marketing, the colour blue is preferred by corporations for its non-invasive character. It is also a colour that creates a sense of security and confidence. This is the preferred colour of the main social networks (Facebook, Twitter, LinkedIn).
In conclusion, the use of marketing colour must adaptive to specific needs. Colours can have different meanings depending on the country, market, and target audience, so it is necessary to be vigilant, make good use of colours in your marketing campaign, and know the psychological effects of colours on people to guide their choices.
Most successful major brands in the U.K have been studied and confirmed to specifically meet the colour requirements to evoke the needed emotions of their targeted clientele.