Colours can have a tremendous influence on human psychology and consumer behaviour. The colour of promotional items, such as drink coasters, can actually influence the decision whether people buy an item or not.
Here is an overview of colour psychology and its influence on marketing.
Correct colour choice can lead to sales
Entrepreneurs need to pay careful attention to the colour of their printed promotional material and other important items, such as business cards. The right colour scheme can increase the effectiveness of promotional items and lead to increased sales, while the wrong colour scheme can actually turn customers off and drive them away.
The reason colour has such an influence on human behaviour is that the mind associates certain colours with specific emotions or experiences. One person might avoid chocolate bars with red wrappers because he or she once ate one with a red wrapper that turned out to be bitter and foul. Another person might reach for chocolate bars with red wrappers with no negative experience.
Although marketers cannot be expected to know the history of each customer, they can make educated guesses on which colours will be the best received.
Colour Has a Powerful Impact on Human Behaviour
Colours can have a profound and powerful impact on human behaviour because of psychological associations. Many people associate black and other dark colours with evil, and yellow and lighter colours with goodness or openness. White is associated with purity, while brown is often associated with nature. Green is sometimes associated with life, and red with violence and, ironically, love.
The choice of colour for promotional products and corporate gifts can often influence the effectiveness of the items because of these associations. A black logo might subconsciously turn customers off, while a white logo would draw them in.
Colour can influence the effectiveness of a promotional campaign
Colour can influence the effectiveness of a promotional item because people will be more likely to notice or reach for certain colours. Bright colours, such as reds, greens, and blues, will be much more noticeable than greys or whites.
Lighter colours are more attractive to some people. Other colours are generally quite unpopular. Some individuals dislike pink because they consider it too feminine. Khaki is often looked down upon because of its uniformity.
Consider the audience when choosing the colour
Always consider the audience carefully when choosing a colour scheme. Make sure the colour of a promotional item will appeal to the target customers.
Darker hues, including reds and blues, are more likely to appeal to male customers. Women are often attracted by lighter or brighter colours, including gold. Conservative individuals will shy away from vivid shades, while younger and bolder people will be attracted to bright items.
Use colour psychology to make promotions more effective
Understanding colour psychology can make all of your promotions far more effective. Taking the time to discover what appeals to your customers will make them more likely to pick up a pen or a keychain.
As can be seen, taking just a few minutes to determine the psychological effect of colours can lead to a highly successful marketing campaign.