Colour is one of the most important factors in design helping to shape your audience’s perception about your brand and what you stand for. Which colour is right for my brand?
Psychology plays an integral role in persuasion yet it remains an aspect which has very limited data research behind it. The problem with reliable research data is because factors such as personal preference, upgbringing, cultural differences, context and experience can muddy the effect that individual colours have on us. This idea that ‘yellow’ or ‘red’ can evoke a strong reaction from a user is about as scientific as a Tarot card reading.
Where colour works best is in branding. In a study called Impact of Color in Marketing, researchers found that close to 90% of decisions about products are based on colour alone. In branding studies like The Interactive Effects of Colors have shown that the relationship between brand and customer hinges on the perceived appropriateness of the color being used by the brand; meaning, does it ‘fit’ to the product?
When you think about brands, it’s easy to see how colours effect us. High fashion brands like Chanel use black and white to convey sophistication, whereas Google and Facebook use bright colours to show fun, excitement and innovation. Another factor is the ‘name’ of colours. This study shows that people prefer ‘fancy’ names of colours; ie, choosing mocha instead of brown!
Everytime you see a colour, a chain reaction takes place within the hypothalamus in your brain. Hormones begin to release to your thyroid triggering emotions which will effect your behaviour. It’s been proven that 62% – 90% of all purchasing decisions are based on colours, so selecting your next project’s colour palette is an important step.
When selecting your next colour palette, make use of great online tools like Coolors.co. Experiment with each colour combinations and see what kind of emotions you can emit. Finding the right palette will help maximise your conversion rate.