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A
guide to manipulating the subconscious colour influences to
build strong branding.
Psychological research shows that colours play a
huge part in influencing our subconscious emotions
and perceptions. This is widely used in advertising
and should be the first step in creating your
company branding. Not only are the colours
important, but also the emotion each provokes, saturation and colour matching.
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GROUP |
COLOUR |
POSITIVE |
NEGATIVE |
EMOTION |
ASSOCIATIONS |
RECOMMENDED FOR |
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trust and calming |
BLUE |
Strong, trustworthy, authoritative |
Cold, depressing, gloomy |
secure and trustworthy |
universally liked. colour of the sky |
for businesses needing to emphasise trust e.g. banks |
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DEEP GREEN |
trust, maturity |
jealous, dominating, illness |
wealth |
colour of money and success |
all finance related services and products |
|
LIGHT GREEN |
natural, tranquil, relaxing, hope |
inexperienced, greedy |
calming |
spring time, plants |
leisure related websites |
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exciting and warm |
RED |
colour which the eye perceives first. energy, speed,
hunger |
aggressive, domineering, dangerous |
activates your pituitary gland, giving you energy
and grabbing your attention |
power |
attention grabbing, call to action also stimulates
appetite e.g. Mc Donald's colour choice |
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YELLOW |
optimistic, friendly, happy, stimulating |
presumptuous, annoying, weak, nervous, betrayal |
optimism |
the sun |
attention grabbing in small doses contrasting on
other colours |
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PINK |
remedy to fear, confidence |
inertia, sexist |
energy |
very feminine |
woman products and services |
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POWDER PINK |
love, softness |
childish, apathy |
romantic |
very feminine |
girl products and services |
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VIOLET |
sensual, relaxing. surveys show about 75% of
pre-adolescents prefer purple to all other colors |
can appear artificial |
sensual |
religion, delight |
trendy products |
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ORANGE |
cheerfulness, joy. |
cheap |
cheerful |
citrus fruit |
kids' services and products, impulse purchases |
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BROWN |
warm, mature, earthy |
sad, dirty, cheap |
casual |
earth and nature |
furniture, lodges |
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neutral |
BLACK |
haut couture and chic when combined with a vivid
colour |
dark, expensive |
powerful |
serious |
expensive, luxury products |
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GREY |
distinguished, efficiency |
boring, sadness |
bored |
technology |
high-tech products |
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WHITE |
clean, pure, innocent |
sterile, empty, cold. in Asia is the colour of
mourning |
purity and simplicity. still catches attention |
numerous, crisp and new products to hospitals |
health related products |
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Choosing complementary colours
How to use a colour wheel in selecting complementary colour
combinations:
Above are 2 colour wheels, we will cover the basics below
1. The white link line is known as the
Complementary Color Scheme
The complementary color scheme selects 2
complementary colours. On the colour wheel, rotate
the white link line on it's axis to show the
complementary colours displayed through the end
hollowed circles. To alter the saturation of the
colours, reduce the diameter length and select
complimentary colours in the same manner by rotating
the link line on the axis.
2. The 3 black link lines are known as the
Triadic Color Scheme
The triadic color scheme selects 3 complementary
colours. In the same manner rotate the black triadic
line [three equally spaced link lines] on the axis
to select 3 complementary colours, you may also
equally reduce the diameter of each line to adjust
the saturation.
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After thought
The information provided is to help guide and inform
you along your colorfully branding journey. Our
graphic and web designers are happy to advise you on
this issue.
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Interesting Colour Facts:
1. University of Iowa, the "Hawkeye" coach, Hayden Fry had
the locker room which was to be used by visiting teams
painted pink because research indicated that a pink
surrounding reduces aggressive behavior.
2. Mc Donalds chose red and yellow for their branding, even
though 98% of businesses would never consider using those
colours together simply because they are not complimentary
in the slightest. Why did they choose them? Research shows
that the eye perceives the colours yellow and red first.
Additionally red is an appetite stimulator [e.g.
restaurants often use red furniture and lighting & taxis are
yellow]
3. Around 7 percent of human males are either
partially or completely deficient in color vision.
4. It's estimated that 2/3 people wont buy a large appliance
unless it's in their preferred colour.
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