Colour psychology is the study of the effect of colours on human behaviour. We feel colour, however the effect of colours on us varies from person to person. Colour influences our decisions. A person’s age and gender can affect how he perceives certain colours. For example, some research has said that women prefer warm colours. Colour psychology plays a role in branding and marketing because colour can be used to affect the emotions and perceptions of a consumer. Colour is also an important element when deciding on a brands logo and product. Colours are also known to affect one’s mood.
According to some research, colours have different meaning, the colour red is the colour of is the color of energy, passion, action, ambition and determination. Green is the colour of nature. It symbolizes growth, harmony, freshness, and fertility. Yellow is the color of the mind and the intellect. It is optimistic and cheerful. However it can also suggest impatience, criticism and cowardice. Purple is popularly known to be associated with royalty, sophistication and power. Blue is a cool and calming color that shows creativity and intelligence. It is also popular among large companies and hospitals. Black is associated with power, formality, death, evil and mystery. White is associated with being pure, fresh and good.
Research has also shown that your favourite colour says a lot about your personality. For example your favourite colour being white shows you are organized, logical and neat. Black being your favourite colour means you are strong-willed and determined. Brown means you are cool, calm and collected. You crave stability and comfort. Yellow means you are curious and you enjoy learning new things. You also seek happiness and self fulfillment. Purple means you are artistic and unique. You pay attention to the finer details and you are always observing and analyzing everything that comes your way. Green means you are affectionate, loyal and consistent. Like nature, you know how to draw others to you without trying too hard. Blue means you are soft, soothing, compassionate and caring. You also crave harmony and peace and you are very caring and giving to those around you. While red being your favourite colour means you are outgoing, aggressive, vigorous and impulsive.
Colours are very important to consumers when they make purchasing decisions therefore colours play an important role in branding and marketing. Researchers found that up to 90% of snap judgments made about products can be based on colour alone, depending on the product. Colours affects peoples perception about a company. Colours are also used to change a company’s coperate image and create a brand indentity for a target audience. Additional studies have revealed our brains prefer immediately recognizable brands, which makes color an important element when creating a brand identity. In regards to the role that color plays in branding, results from studies show that the relationship between brands and color hinges on the perceived appropriateness of the color being used for the particular brand.