Colour Theory: The Role Of Colour In Marketing

colour palette - colour theory

You may have heard the phrase colour theory in various walks of life. At its core, colour theory includes the science of colours, how people perceive them and the messages they communicate. When a person views a colour, messages are instantly sent to the brain, which informs the person’s judgement of what they’re looking at. Knowing this, it’s no surprise that colour theory is a field which is studied by many marketers. 

Colour can be used by marketers to influence how people think and behave toward a brand.The choice of colours can help people decide what to focus on and what is important versus what isn’t. By understanding what different colours mean and how they influence the viewer, marketers can get their audience to see what they want them to see. 

We’ve compiled a handy guide to get you started with colour theory for marketing, including a break-down of the connotations of various colours and popular brands using each one. Let’s get started.

Red

Red is a powerful colour, associated with excitement, passion, energy and courage. It’s a bold, eye-catching colour that actually stimulates the appetite and pituitary gland. Knowing that, it’ll come as no surprise to hear that it’s often used when marketing food and drink brands. It’s also often used for call-to-action buttons as it gives a sense of urgency. 

However, red can also foster negative feelings, representing anger, danger and warnings, so should be used mindfully. 

Some notable examples of brands using the colour red in marketing include Kellogg’s, CocaCola, KFC and Budweiser.

Colour in marketing and branding showing red business logos - coca cola, KFC, Budweiser & Kellogg's

Orange

Orange conveys creativity and warmth, and is typically considered to be a very friendly and cheerful colour. Because of its fun nature, it works well with noncorporate brands and gives a brand an air of amiability. It can also have connotations of youthfulness and confidence, making it a natural choice for brands aiming to appear fun and full of life. 

Some examples of brands using the colour orange in their marketing efforts are Amazon, Nickelodeon, Blogger and Mozilla Firefox.

Colour in marketing and branding showing orange business logos - amazon, nickelodeon, Firefox, & Blogger

Yellow

Studies have shown that the eyes see yellow first, making it an obvious choice when it comes to marketing. If you want to stand out, yellow might be the colour for you. As far as connotations go, the colour yellow exudes optimism and positivity.

On the other hand, it can foster feelings of anxiety, used for police tape, traffic lights and caution signs. 

Brands that use yellow in their marketing include Subway, McDonalds, DHL, Nikon, IMDB and Shell.

Colour in marketing and branding showing yellow business logos - Subway, IMDb, Nikon, McDonald's, DHL & Shell

Green

Green represents life, bringing feelings of relaxation, prosperity and hope. If you want your brand to exude growth and freshness, green is the way to go. It has connotations of health and balance, and is a common choice for brands related to the outdoors. 

Some examples of brands who use the colour green in their marketing are Monster, Tropicana, Starbucks, ASDA and Spotify.

Colour in marketing and branding showing green business logos - Monster, Starbucks, Asda, Spotify & Tropicana

Blue

Blue is the world’s favourite colour! 57% of men and 35% of women rank it as their favourite and many brands feel the same way. Blue is a common choice for brands related to the medical industry, or technological businesses, as it has connotations of dependability and security. If you want your business to appear trustworthy, blue is the way to go. It brings up feelings of wisdom and strength, however, can also convey coldness and unfriendliness. 

Examples of brands who use the colour blue include HP, Dell, IBM and Pfizer.

Colour in marketing and branding showing blue business logos - hp, Pfizer, IBM & Dell

Purple

The colour purple provokes feelings of nostalgia. It’s a sentimental colour, making it a common choice for gift and greetings card brands. Purple also exudes elegance, imagination and royalty, in fact, in the Roman Empire, high-ranking officials wore Tyrian purple, which cost more than gold at the time!

Brands that use the colour purple in their marketing include Cadbury, Yahoo, Hallmark, Aussie and Taco Bell.

Colour in marketing and branding showing purple business logos - Hallmark, Aussie, Yahoo, Cadbury & Taco Bell

Colour in Branding

Now, it would be naive to say that everyone has the same reactions to colours. Interpretation is too heavily influenced by personal experiences and opinions to make that generalisation. However, having an understanding of how many people may interpret colours can be valuable. Although there are no clear-cut guidelines for choosing colours for your brand, research into colour theory can help you make good, educated decisions. If you’re looking to reinvent or launch your brand, contact us today to learn more about our brand discovery sessions! 



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