The Colourful World of Emotions

Colour is all around us and something I am sure most people don’t consider daily, but they are an intrinsic part of our world, influencing our feelings, thoughts, and behaviours in subtle yet profound ways. Colour can be subjective depending on your upbringing, preference and conditioning but there are some key themes. Humans study something we look at colours, symbols and then words, so its super important for your brand to get right. In the vibrant landscape of marketing, where every hue and shade compete for attention, one powerful tool stands out: the emotional connection between colours and feelings.

Colour is powerful in marketing, influencing consumer behaviour, changing brand perception and purchasing decisions. Understanding how colours make you feel can help you communicate your messages better and connect with the right target audience.

The Psychology of Colour

Colour psychology explores how different colours impact our emotions and behaviours. This field of study is used in various domains, from marketing and branding to interior design and art therapy. Here’s a closer look at some common colours and the feelings they typically evoke:

Red associates: Energy, passion, excitement, urgency.

Usage: Often used to grab attention and create a sense of urgency. Common in sales and clearance promotions. Often used on warning signs. 

Blue associations: Trust, calmness, reliability, stability, security.

Usage: Widely used by financial institutions and tech companies to instil a sense of trust and dependability. Often used my environmental and relaxation companies. It’s also a popular choice for corporate branding, as it conveys reliability and professionalism.

Green associations: Nature, harmony, health, growth, tranquility, renewal, balance.

Usage: Popular in industries related to health, wellness, and the environment. Also used to indicate safety and a sense of calm. It also reduces stress.

Yellow associations: Optimism, warmth, happiness, creativity, energises, uplifting, positivity, innovation.

Usage: Used to attract attention and evoke positive feelings. Common in products aimed at children and for leisure activities.

Orange associations: Enthusiasm, creativity, warmth, energetic, excitement, creativity, welcoming, friendly.

Usage: Often used to stimulate action and promote products related to fun and vitality.

Purple associations: Luxury, sophistication, mystery, creativity, Spirituality, calm, wealth, creativity, imagination.

Usage: Frequently used in beauty and high-end products to convey elegance and premium quality.

Black associations: Power, elegance, sophistication, mystery, sadness.

Usage: Common in luxury products and fashion to convey exclusivity and high-end appeal also sectors of authority

White associations: Purity, simplicity, cleanliness, space, calm, clarity, openness.

Usage: Often used in health-related products and to create a minimalist, modern look.

Pink associations: Femininity, playfulness, romance, fun, compassion, love, gentleness.

Usage: Used in products targeted at women and young girls, as well as in brands wanting to project a softer, more approachable image.

Brown associations: Stability, reliability, warmth, earthy.

Usage: Often used in products related to the outdoors, food, and agriculture to convey a sense of natural and wholesome quality.

Often one colour alone isn’t enough to explain a whole brands feelings and values. So it’s wise to have a key dominant colour, then use a range of secondary complementary colours to enhance it.

Cultural Considerations

Colours can have different meanings and associations in different cultures. For example:

Red: In China, red symbolises luck and prosperity, while in some Western contexts it can signify danger or warning.

White: In Western cultures, white is often associated with purity and weddings, while in some Eastern cultures, it is associated with mourning and funerals.

So it’s super important to know your customers and target audiences and how it will differ it’s message across the world.

The role of colour in marketing.

Brand Identity and Recognition:

Consistent Use of Colour is key. It helps establish a brand’s identity. Consistency in colour usage across all marketing materials enhances brand recognition. For example, Coca-Cola's use of red or Facebook's blue creates strong brand associations. A significant part of a logo’s effectiveness is its colour. Studies at University of Loyola, Chicago suggest that colour increases brand recognition by up to 80%. 

Emotional Influence:

For instance, red can create excitement, urgency, and passion, which is why it's often used in clearance sales. Blue tends to evoke trust and calmness, making it popular among financial institutions. In a study called ‘ Impact of colour on marketing’ done in 2006, found that within 90 seconds of an initial interaction with a person or product, a person made up their minds about it and that up to 90% is based on that colour alone.

Perceived Value and Quality

When creating a Luxury and Sophisticated design, colours like black, gold, and purple are often used.  They can give an impression of sophistication and exclusivity.

When looking at Affordable and Cheerful, then bright colours like yellow and orange can make products appear more affordable and cheerful, appealing to budget-conscious consumer.

Brand colours you don’t forget.

Brands that understand the power of these emotional triggers and use them strategically to craft compelling narratives around their products or services. Consistency is key in this department. If I said cola, I’m pretty sure their famous red would pop into your head without much thought. There iconic red branding is synonymous with energy, happiness, and togetherness. By aligning its brand image with these positive emotions, Coca-Cola not only distinguishes itself in a crowded market but also cultivates a loyal following drawn to the emotions associated with it’s brand.

When you think of Mc Donald’s, you can’t miss the big yellow arches, it’s something from being young, with happy meals that’s taught to be a happy, treat time. It’s then something we all feel when we see it and makes us what to relive it through the decades.

Social media giant Facebook utilise the calming effect of blue to convey reliability and expertise in their products. By presenting themselves as trustworthy and dependable, they establish credibility in an industry where consumer confidence is paramount.

The survey done by University of Loyola, Chicago, found that colour increased brand recognition by up to 80% and that colour can improve readership by up to 40%.

Ethical Considerations

While the strategic use of colour psychology in marketing can be highly effective, it's essential for brands to wield this power responsibly. Manipulating emotions to drive sales without considering the well-being of consumers can erode trust and damage brand reputation in the long run. Authenticity and transparency should always guide marketing strategies, ensuring that emotional appeals align with genuine brand values and benefits.

When colours go wrong…

Sometimes picking colours can have unintended consequences and even brand damage. Here are some examples where the choice of colour in marketing campaigns went wrong

Orange Network in 1994 when it launched in the UK, its branding and marketing was based around the slogan, ‘The future’s bright…the future’s Orange.’ Problem was in Northern Ireland where protestant and catholic divisions have been a source of conflict for centuries, orange is the colour of the Protestant Loyalist movement. So inadvertently found itself taking sides in a conflict and alienating a large population.

Heinz Purple & Green Ketchup in 2000, they introduced various colours, including purple and green, aiming to appeal to children. While the product initially saw a surge in sales due to its novelty, the long-term reception was less favourable. Many consumers found the unnatural colours off-putting, which ultimately led to the product being discontinued. This case highlights how deviating too far from traditional expectations can alienate consumers.

Tropicana's Packaging Redesign in 2009, replacing the iconic orange and straw image with a more modern design featuring a glass of orange juice. The new packaging also changed the dominant colour scheme to a more muted palette. Consumers did not respond well to the change, finding it difficult to recognize their favourite juice on store shelves and it . The backlash was so severe that Tropicana reverted to its original design within two months, costing the company millions in lost sales and rebranding expenses

Gap's Logo Redesign in 2010, attempted to modernise its classic logo by changing the font and colour scheme. The new design featured a less iconic font and a gradient blue box, which was met with overwhelming criticism. Consumers felt a strong emotional connection to the original logo, and the abrupt change led to a public outcry. Gap reverted to its original logo just one week after the rebranding attempt, demonstrating the deep impact of colour and design on brand loyalty.

Burger King's Green Burger in 2015, introduced a Halloween Whopper with a black bun, which was coloured using A1 sauce. However, consumers soon reported an unexpected side effect: the burger turned their stool green. This unintended consequence led to widespread social media discussion and negative publicity. While the campaign initially garnered attention, the long-term effect was more humorous and embarrassing than beneficial.

Cadbury's Purple Trademark Battle in 2012, they have long used a distinctive purple (Pantone 2685C) for its Dairy Milk packaging, aiming to create a strong brand identity. However, when Cadbury attempted to trademark this specific shade, it sparked a legal battle with Nestlé, which argued that colours cannot function as trademarks. Although Cadbury initially won the case, it was overturned on appeal, and the attempt ultimately failed. This highlighted the complexities and risks associated with using colour as a distinctive brand element.

Coca-Cola’s White Cans for Polar Bears, in 2011 they released white cans to raise awareness for polar bear conservation. However, the white cans were too similar to Diet Coke cans, causing confusion among consumers. Many customers accidentally bought the wrong product, and some even claimed that the taste was different. Due to the confusion and negative feedback, Coca-Cola pulled the white cans from the market early.

These examples highlight several key lessons for marketers:

1. Cultural Sensitivity: Understand the cultural connotations of colours in different regions to avoid missteps.

2. Consumer Expectations: Be cautious when deviating from traditional colour schemes that consumers associate with your product.

3. Brand Recognition: Maintain elements of your brand's visual identity that are essential for recognition and loyalty.

4. Novelty vs. Acceptance: While innovative colour choices can attract attention, they must also be acceptable and appealing to consumers.

5. Product Differentiation: Ensure that new colour schemes do not confuse consumers or diminish the distinctiveness of your products.
   

Painting Success with Emotional Connections

Where perception is reality, colours serve as the brushstrokes that shape consumer emotions and behaviours. By understanding the intricate interplay between colours and feelings, brands can create compelling narratives that resonate deeply with their target audience. Whether it's evoking a sense of trust, excitement, or luxury, the emotional palette of colours offers endless possibilities for brands to connect, engage, and ultimately, drive success. So when you’re looking at your brand, no matter how big or small, what does the colour tell your audience or customer? Are you influencing them to think the right thing about your business and its values?