Does Colour Make People More Likely to Buy Your Product?
In the world of marketing, every detail matters. From the wording of an advertisement to the placement of images, every element plays a role in capturing the attention of consumers. One crucial factor that consumers often fail to realise has an impact on their buying decisions is colour.
Understanding how colours influence consumer behaviour can significantly impact the success of marketing efforts. From particular colours for certain industries or applications to common associations with specific colours, the psychology of colour is important – and the world’s most influential brands have harnessed it to amazing success.
Red: The Power of Passion and Urgency
Red is associated with strong emotions such as passion, excitement, and urgency. It grabs attention and creates a sense of urgency, making it an excellent choice for clearance sales or limited-time offers. Red can also stimulate appetite, which is why many fast-food chains, such as McDonalds and KFC, incorporate it into their branding.
Blue: Trust, Dependability, and Calmness
Blue is often associated with trust, dependability, and calmness. It conveys a sense of reliability and is commonly used by financial institutions and technology companies to instil a sense of trust in their customers.
Green: Nature, Health, and Wealth
Green is strongly associated with nature, health, and wealth. Brands in the health and wellness industry often incorporate green into their marketing materials to convey a sense of well-being. Green is also commonly used for eco-friendly initiatives and sustainability, thanks to its association with nature.
When Getting the Colour Right Matters
Choosing the right colour is about more than simply picking red or green. It’s also about choosing the right shade – and maintaining that specific shade across materials and finishes. Cadbury’s signature deep purple is distinct from Twitch’s brighter shade of the same colour. This adherence to specific shades is known as colour fidelity, and it is essential in printed products.
Consistency in colours across marketing materials is crucial to avoid confusion and maintain brand recognition. Inaccurate colours can lead to customer confusion, making it challenging for them to identify a brand and its products, ultimately resulting in potential sales loss.
To overcome these issues, we prioritise colour fidelity by meticulously ensuring that colours in all print materials are precise. This involves utilising the appropriate Pantone Matching System (PMS) colours, employing equipment capable of delivering true colour fidelity, and considering factors that can impact colour reproduction, such as variations in materials or different finishes.
Are you putting together a new product or campaign where true colour fidelity will be essential? Get in touch – we’d love to tell you about how we can support you.