How to use colours in marketing and promotion
Your brain uses colours to recognize traits about products and the brands that produce them. That’s why a shade of chartreuse that would feel appropriate for a PC is puke-inducing for a cupcake. In a nutshell, this is colour psychology at work. Here’s a complete guide on how to use colours in marketing and promotion. The associations our brains make with certain colours are key to bridging the gap between marketing materials and their target customers. When you look closely at commonly used colours in promotions for your industry, you’ll see many of the same ones popping up again and again. It’s not a coincidence, and they’re not just your competitors’ favourite colours! These are the colours that (research shows) audiences tend to connect with their needs and expectations from brands in your industry. Choosing which colours are the ideal palette for your marketing and promotion efforts is part aesthetic, part testing and part science—much more a part than you probably realize. The science of colour marketing is what we’re going to explore today to help you communicate your messages most effectively.
|CPP INSIGHTS – NOVEMBER 2021
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