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The Power of Storytelling in Event Marketing
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Choosing the Right Colour for your Brand
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As consumers, we pay little attention to how a company’s brand colour choice affects our decision to purchase their product. What we don’t realise is that colours have an emotional effect on us as consumers and can impact not only our buying decision, but how we feel about a company. AAC’s production manager, Adrian Love, is intrigued with the psychology of colour. He’s provided the following guide to help you understand the impact that colours can have and provide advice on choosing the right colour for your brand.
Pink
Conveys: Romance, compassion, beauty, love, sensitivity, femininity
When pink is commonly used:
Typically, the colour pink is used by brands that target women, but it’s use has expanded into other segments. In this context, it can be used as a disruptor, conveying a decision to “break the mould” or “against normal convention”
Popular brands that use pink:
Red
Conveys: Excitement, energy, alertness, anger, romance, power
When red is commonly used:
Red is definitely a power play colour, and used by some of the most successful brands in the world. Red is a great colour for creating a sense of urgency, which is why it’s often used to promote a sale. Interestingly, there is some evidence that suggests the colour red may encourage appetite, which has seen it used by many retail food chains. You’ll need to tread lightly if you decided to use red as part of your brand colours. It can evoke a more aggressive emotion, such as anger. Therefore, use appropriately.
Popular brands that use red:
Blue
Conveys: Peace, stability, calm, tranquility, integrity, sadness
When blue is commonly used:
Labelled by many as their favourite colour, blue has a measured calming effect on the viewer (it has been known to lower a person’s heart rate!) Blue is often used by brands that promote health and wellness or want to evoke trust and security.
Popular brands that use blue:
Purple
Conveys: Royalty, luxury, passion, magic, wisdom, extravagance
When purple is commonly used:
It’s well known that purple was the symbol of royalty in ancient Roman times. Even today, the colour is used by brands that want to demonstrate prestige and prominence. Additionally, purple can be used in lighter and darker shades to associate with different feelings like moodiness and Spirituality.
Popular brands that use purple:
Orange
Conveys: Fun, warmth, confidence,
When orange is commonly used:
Typically associated with happiness and sunshine, orange is a popular choice for brands that want to be perceived as joyful and creative. It can evoke a sense of strength to a brand but is sometimes associated with frustration.
Popular brands that use orange:
As a printing solutions partner, we can provide our customers with the knowhow to ensure their brand get’s noticed. For advice and support with your printing needs, contact AAC on #1300 797 478. For more articles like, Choosing the Right Colour for your brand, sign up for our newsletter at www.aac.com.au.
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