Colour in advertising

Feeling what you see - Colours

How brands use colour to influence consumers’ emotions and behaviour

by Philippe Villar

Colours are an essential part of our daily lives and can significantly impact our emotions and behaviour. Brands understand this and use colour to influence consumers in their purchasing decisions. In this article, we will examine how brands use colours to control consumers’ emotions and behaviour in advertising.

The meaning of colours in advertising

Every colour has a cultural meaning and association, which means that colours can impact consumers differently depending on their cultural and personal context. Therefore, brands choose the colours they use in their advertising campaigns carefully, to avoid sending an inappropriate or contradictory message. Here are some examples of the meaning of the most commonly used colours in advertising:

Colours emotion guide

© theLogoCompany

• Red is associated with energy, passion, power, urgency, and aggression. Brands use red to stimulate excitement and speed, as in sales and promotions.

• Blue is associated with stability, confidence and security. Brands use blue to reinforce trust and authority, as in financial services and high-tech products.

• Yellow is associated with optimism, joy and energy. Brands use yellow to boost enthusiasm and energy, as in energy drinks and fast food.

• Green is associated with nature, health and growth. As in organic products and natural cosmetics, brands use green to emphasise their commitment to sustainability and the environment.

• Purple is associated with creativity, wisdom and royalty. Brands use purple to add a touch of sophistication and refinement to their image, as in luxury brands and high-end products.

• Black is associated with elegance, sophistication and authority. Brands use black to create an image of luxury and quality, as in high-end clothing brands.

Colour Emotion Guide

© Coca Cola Company

The use of colour in advertising

Brands use colours in different ways to influence the emotions and behaviour of consumers in advertising. Here are some examples of the use of colour in advertising:

• Background colour: The background colours of an advertisement can influence how consumers perceive the product or service. For example, an advertisement for a wellness product may use green colours to convey an image of health and well-being.

• Logo colour: The colours of a brand’s logo can impact how consumers perceive the brand. For example, a red logo may convey an image of power and energy, while a blue logo may convey an image of confidence and stability.

• Product colour: Product colours can impact consumers when making purchasing decisions. For example, a red car may convey an image of power and passion, while a blue car may convey an idea of confidence and stability.

• The colour of the call-to-action buttons: The colours of the call-to-action buttons can influence the behaviour of consumers by encouraging them to click. For example, a red button may convey an image of urgency and excitement, while a green button may convey an image of safety and trust.

• Use of complementary colours: Brands can use them to create contrast and visual effects in their advertising. For example, an advertisement for a make-up product can use complementary colours to highlight the product’s features.

The importance of consistency in colour use

Consistency in using colour is essential to create a solid and consistent brand image. Brands should use the same colours in all their advertising campaigns, products and websites to reinforce the association between the colour and

the brand. This allows consumers to recognise the brand as soon as they see its colour, which supports the emotional impact of the brand.

Pepsi’s old and new advertisement

© Pinterest

The evolution of the use of colour in advertising

The use of colour in advertising has evolved to accommodate cultural and technological changes. In the 1950s and 1960s, advertisements used bright, saturated colours to convey an image of prosperity and optimism. In the 1970s, advertisements began to use more natural colours to get an image of simplicity and authenticity.

With the advent of television and video, advertisements began to use special effects and CGI to create more complex visual effects. In addi- tion, the colour was used to enhance ads’ emotional impact and create dramatic visual effects.

Today, advertisements use a wide variety of visual techniques to capture consumers’ attention. Brands use bright colours and special effects to create memorable and captivating advertisements. Online advertisements use colours to entice consumers to click on links and buy products.

Conclusion

Colour is an important element of advertising, as it can significantly impact consumer emotions and behaviour. Brands use colour to create a consistent brand image and to influence consumers’ purchasing decisions. Therefore, consumers need to be aware of the use of colour in advertising to avoid being subconsciously influenced.