Branding - The power of colour psychology

There's a reason why marketeers test colours when showcasing a brand. Advertisements, banner headers for social media, documentation, portals, websites and call-to-action (CTA) buttons. When HubSpot recently completed a button colour test, they found that the colour red in a CTA button outperformed a green CTA button by 21%.

As humans are visual creatures able to absorb a wide range of content which makes us open to influence in a way much bigger than we might allow ourselves to think.

So its possible to increase conversion rate without changing anything about the page except the color of the CTA button. The same is true for printed material. On a visit to a FINtech show earlier this year, the predominate colour of handouts was blue however once back in the office the standout was a single company who used green. That's the power of colour psychology in marketing.

To explore the ways colour psychology plays a role in marketing, here is a guide to vocabulary  and a visual guide walk through.

What is Colour Psychology?

Colour psychology is an area of research that ls used to identify how colour influences behavior and decision-making. When used in marketing different colours can impact the way buyers perceive a brand in ways that aren't always immediately obvious, for example how certain hues can increase appetite.

Here is a wonderful infographic from Iconic Fox, which demonstrates why certain brands have chosen specific colours for their brand image. These logos will be familiar to most and servces as a guide as to how each colour influences our emotions and purchasing decisions.


Source: HubSpot, Iconic Fox November 15 2017