THE POWER OF COLOUR IN BRANDING AND MARKETING

It is impossible to overstate the persuasive power of colour in branding and marketing. Colours have the power to elicit feelings, set moods, and affect behaviour. They can convey a brand's identity and set it apart from rivals. Studies have actually found that the colour alone can account for up to 90% of quick judgements regarding things. 

The study of how colours influence human behaviour and emotions is known as colour psychology. Colours have distinct connections and meanings, and they can change depending on culture, setting, and personal history. For instance, whereas in Western cultures red is frequently linked to passion, excitement, and danger, in Eastern traditions it can represent luck and prosperity.

 In order to develop a visual identity that appeals to their target market, brands use colour psychology. While eco-friendly firms might use green to symbolise nature and sustainability, luxury brands frequently choose black or gold to indicate sophistication and exclusivity. Additionally, colour can be employed in design to establish contrast and hierarchy. A strong splash of colour can highlight a particular area on a page or in an advertisement. Similar to how a muted colour scheme can promote peace and harmony.

Image from: Colour Graphics

 Coca-Cola's use of red is among the most well-known instances of colour psychology in branding. Since 1890, the brand has always employed the same shade of red, which has come to represent the essence of the business. Coca-Cola wants consumers to link their brand with the colour because it is strong, vibrant, and unforgettable. 

The usage of blue in technology branding is another illustration. Blue is a common option for IT businesses like IBM, Dell, and Intel since it is frequently associated with trust, dependability, and intelligence. 

However, it's not always easy to employ colours effectively in branding. Cultural differences must be taken into account, and colours that could be offensive in some areas should be avoided. White, for instance, is connected to purity in Western societies but death and sadness in several Asian cultures.

 In conclusion, it is impossible to overlook the compelling power of colour in branding and marketing. Colours have the power to connect emotionally with customers, set brands apart from competitors, and convey a brand's identity. A good visual identity that connects with a brand's target audience requires an understanding of colour psychology and cultural diversity.