Marketing Services > Branding > Colours
Some experts say colour can make or break the success of your business or marketing campaign. That's a very bold statement, but it is not far from the truth. The fact is, we all have colours we like and colours we don't. It's one of those questions from the school yard we all ask. "What is your favourite colour?" Even when dating this question comes up. So, before you spend money on a website or business card doesn't it make sense to insure your colours speak to your targeted clients?
Below is a quick definition based upon psychology that describes the meaning of colour. This is in no way a complete or in-depth list.
Black
Black is the colour of authority and power. Black clothes make people appear thinner. It's a somber colour sometimes associated with evil (the cowboy in the black hat was almost always the "bad guy"). In the western hemisphere black is associated with grieving. Black is a serious colour that evokes strong emotions; it is easy to overwhelm people with too much black.
White
For most of the world this is the colour associated with purity (wedding dresses); cleanliness (doctors in white coats) and the safety of bright light (things go bump in the night ... not the bright sunshine!). It is also used to project the absence of colour, or neutrality. In some eastern parts of the world, white is associated with mourning.
Grey
Grey is most associated with the practical, timeless, middle-of-the-road, solid things in life. Too much grey leads to feeling mostly nothing; but a bit of grey will add that rock solid feeling to your product. Some shades of grey are associated with old age, death, taxes, depression or a lost sense of direction.
Red
Red is the colour of energy. It's associated with movement and excitement. People surrounded by red find their heart beating a little faster and often report feeling a bit out of breath. It's absolute the wrong colour for a baby's room but perfect to get people excited. Wearing red clothes will make you appear a bit heavier and certainly more noticeable. (Some studies show red cars get more tickets but that maybe because the red car owners drive faster or the ticket giver notices the movement of the red car more prominently). Red is not a good colour to over use but using a spot of red in just the right place is smart in some cases (one red accent in a otherwise neutral room draws the eye; a red tie with a navy blue suit and white shirts adds just the right amount of energy to draw the eye (no wonder it's the "uniform of the day" at the seats of government). Red is the symbol of life (red blooded life!) and, for this reason, it's the colour worn by brides in China. Red is used at holidays that are about love and giving (red roses, Valentines hearts, Christmas, etc.) but the true colour of love is pink. Pink is the most calming of all colours -- often our most dangerous criminals are housed in pink cells as studies show that colour drains the energy and calms aggression.
Blue
Ask people their favourite colour and a clear majority will say blue. Much of the world is blue (skies, seas). Seeing the colour blue actually causes the body to produce chemicals that are calming; but that isn't true of all shades of blue. Some shades (or too much blue) can send a cold and uncaring message. Many bedrooms are blue because it's calm, restful colour. Over the ages blue has become associated with steadfastness, dependability, and loyalty (note how many uniforms are blue). People tend to be more productive in a blue room because they are calm and focused on the task at hand. Some studies are showing that weight lifters can lift more weight in a blue gym - in fact, nearly all sports are enhanced in blue surroundings.
Green
The colour of growth, nature, and money. A calming colour also that's very pleasing to the senses. Dark forest green is associated with terms like conservative, masculine and wealth. Hospitals use light green rooms because they too are found to be calming to patients. It is also the colour associated with envy, good luck, generosity and fertility. It is the traditional colour of peace.
Yellow
Cheerful yellow the colour of the sun, associated with laughter, happiness and good times. Yellow is associated with optimism but be careful with yellow it is also the colour of lames and studies show babies cry more in yellow rooms and tempers flare more around that colour too. It has the power to speed up our metabolism and bring out some creative thoughts (legal tablets are yellow for good reason!). Yellow can be quickly overpowering if over-used, but used sparingly in the just the right place it can be an effective tool in marketing to greater sales. Some shades of yellow are associated with cowardice; but the more golden shades with the promise of better times.
Orange
The most flamboyant colour on the planet! It's the colour tied most this fun times, happy and energetic days, warmth and organic products. It is also associated with ambition. There is nothing even remotely calm associated with this colour. Orange is associated with a new dawn in attitude.
Purple
What colour were the robes of kings and queens? Yes, they were purple, our most royal colour that is associated with wealth, prosperity, rich sophistication. However, when overused in a common setting it is associated with putting on airs and being artificial/ Use purple most carefully to lend an air of mystery, wisdom, and respect. Young adolescent girls are most likely to select nearly all shades of purple as their favourite colour.
Brown
This colour is most associated with reliability, stability, and friendship. More are more likely to select this as their favourite colour. It's the colour of the earth itself "terra firma" and what could represent stability better. It too is associated with things being natural or organic. Caution however, for in India it is the colour of mourning.
Portfolio Examples
Marketing Intelligence
