Pass The Perception Test With Flying Colours

If you are a 90s kid, you surely remember the “Mera wala cream” line from a paint company’s ad. While a lot has changed in the world of advertising and marketing since then, what remains consistent is the colour theory.

In digital marketing, where every pixel counts, the strategic use of colours can significantly impact a brand's success. Colour theory, a blend of science and art, plays a pivotal role in creating visual experiences that resonate with the audience.

If you ever underestimated the value colours could bring to your brand, this blog is for you. Let’s delve into the science of colour theory, why it is important, and how it can be used to market your brand.

Why do we have a favourite colour? What makes it our favourite in the first place? ?????????????????? ?????????????? ?????? ???????? ?????? ???????? ??????????, ????????, ???? ?????????????? ?????? ???????? ???????? ?????? ????????????. Whether bright or dull, intense or muted - these choices matter. ???????????????? ???????????????? ?????? ?????????????? ???????????? ???? ?????? ????????. Learning these colour tricks helps creators tell stories, stir feelings, and make visuals that leave a lasting impression. It's like turning every canvas into a vibrant masterpiece!

The colour choice in a brand's logo plays a pivotal role in shaping consumer perceptions, influencing emotions, and triggering subconscious judgments. Research indicates that between 62% and 90% of initial assessments are based on colour alone*, making it a critical element in consumer decision-making. Each colour conveys specific attributes; red exudes power and urgency, orange radiates playfulness, yellow signifies positivity, green suggests environmental friendliness, blue evokes calmness and trust, purple denotes luxury, and black imparts sophistication and exclusivity. Understanding the psychological impact of colour helps businesses tailor their logos to align with their target audience's values and preferences, ultimately influencing brand perception and consumer choices.

? Psychology of colours:

Colours are more than just visual elements. They evoke emotions, trigger responses, and contribute to brand perceptions. Understanding the psychology behind colours is crucial for crafting a digital marketing strategy that resonates with the target audience. ???? ???????????????? ???????????? ?????????????? ???????? ?????? ?????????????? ?????????????????? ????????????????, ?????????????????? ?????? ???????????? ?? ???????????????? ???????????????????? ???????? ??????????????????.

? Creating brand identity:

?????????????????????? ???? ???????????? ?????????? ???? ?????????????????????? ???? ?????????? ??????????????????????. Establishing a cohesive colour palette across digital assets, from websites to social media posts, strengthens brand identity. This consistency fosters trust and loyalty, making it easier for consumers to recognise and engage with the brand. Think of how iconic brands are instantly identifiable by their distinctive colour schemes.

? Call-to-action brilliance:

?????? ?????????????????? ?????? ???? ?????????????? ???? ????????-????-???????????? (??????) ?????????????? ?????? ?????????????????????????? ???????????? ???????????????????? ??????????. Contrasting colours that stand out against the background draw attention to the CTA, guiding users towards desired actions. Red, orange, and green are often associated with urgency, action, and confirmation, respectively. Understanding the psychology behind these choices helps marketers optimise their CTAs for maximum impact.

? Cultural considerations:

In the global landscape of digital marketing, cultural nuances cannot be overlooked. ?????????????? ?????????? ?????????????????? ???????????????? ?????? ???????????????????????? ???????????? ????????????????. While white symbolises purity in Western cultures, it signifies mourning in some Asian cultures. A mindful approach to colour choices ensures that marketing materials resonate positively across diverse audiences.

? Accessibility and readability:

Colour plays a crucial role in enhancing the accessibility of digital content. Ensuring sufficient contrast between text and background colours is essential for readability, especially for individuals with visual impairments. ???????????????? ???? ?????????????????????????? ?????????????????? ?????? ???????? ???????????????? ?????? ???????????????? ?????????? ?????? ???????? ???????????? ???????? ?????????????? ?????? ?????????????????? ?????????????????? ??????????????????.

? Case study: I’m lovin’ it

McDonald's stands out as a favourite example among marketers. Research indicates that our brains process colours before words and shapes. The vibrant contrast of yellow and red in the McDonald's logo grabs attention even on a bustling street. These two colours not only stimulate appetite but also evoke a burst of happiness. This clever combination results in unplanned stops by customers seeking a quick bite. Intriguing, isn't it?

Colour theory is like a magical mix of art and science to make visuals pop. Imagine a colour wheel spinning with primary, secondary, and tertiary colours – it sets the stage for a beautiful dance of hues. Artists play with warm and cool tones, balance shades, and create contrasts for a pleasing look. ?????????????? ?????? ???????? ???????? ???????? ?????? ??????????; ???????? ???????? ???????? ?????????? ??????. ?????? ???????? ???????????? ???? ?????????????????? ???????? ?????????? ???? ???????? ??????????????????’ ??????????.

*Source: Singh, S. (2006), "Impact of color on marketing", Management Decision, Vol. 44 No. 6, pp. 783-789