Using Colours In Marketing Promotions

When you see the colour red, how does it affect you? Does it make you feel a certain emotion or perhaps bring up certain thoughts? Marketers have long understood that colours have the capability to affect people’s perceptions and behaviour, which is why marketers tend to use particular colours in promotions and branding.

So how can you use colour to your advantage when it comes to promoting your business? We’ll discuss the psychology of colour in greater detail below.

How Do Colours Influence People?

Studies have shown that different colours can evoke different emotional reactions from people. Colours can also have a strong impact on people’s behaviour and decision-making.

Marketers know that using the right kind of colours in their brands and promotions can affect purchasing behaviour. In other words, marketers will often use certain colours for their marketing promotions that are likely to compel consumers to make a sales purchase.

How Do Colours Affect Sales?

By utilising specific colours in logos, branding, signage and advertising, brands can influence consumers to make an impulse purchase or choose their product over a competitor’s.

Examples of colours and how they affect sales include:

• Red – a bold, attention-grabbing colour. It creates a sense of urgency and can increase appetite which is why it’s a favourite with fast food brands. Red is used to trigger action which is why it’s a good choice to use when trying to encourage impulse buys. More often than not, you’ll see that “sale” balloons, storefront signage and website call to action buttons are often red.
  

• Green – often associated with health, nature, the environment and the concept of being environmentally friendly. Green is used by brands that want to appeal to people with an interest in health and nature, or to communicate to consumers that their products or manufacturing process is environmentally friendly.
  

• Blue – is associated with peace, stability and calmness. It tends to be a popular colour amongst men and is often used by financial institutions and when selling big ticket items. Blue can boost sales indirectly by calming down feelings of pre-purchase anxiety.
  

• Purple – a bright colour that’s often linked to royalty, wisdom, power and wealth. Purple is also associated with spirituality and creativity. Often used to make certain elements “pop” or stand out and can often be used in beauty and anti-ageing products.
  

• Pink – strongly associated with hope, warmth, love and romance, it is a calming and non-threatening colour. Commonly used when marketing to females and looking to portray a sense of warmth, sweetness and understanding.
  

• Orange and yellow – bright colours associated with fun, friendliness, happiness and optimism. Used to promote enthusiasm, draw in window shoppers and attract impulse buyers. Orange is an energetic colour that tends to “pop” against various backgrounds which makes it ideal for use in e-commerce call to action “click here” and “buy now” buttons. Yellow on the other hand, is a colour that’s associated with speed and promptness which is why it’s often used in point of sales ads and quite often paired up with the colour red in the fast food industry.
  

• Black – associated with power, strength and stability. Black is the perfect colour to use when looking to promote high-end, premium products and services. It can also be used to give the impression that a product feels more expensive and luxurious.
  

Using Colours In Advertising & Promotions

Using colour to boost your marketing strategy is a great way to immediately capture your audience or customer’s attention, with the aim of strongly influencing their purchasing decision.

Areas where you can incorporate colour theory to promote your brand include:

• Social media – creating relevant content on Facebook, Instagram or Twitter that incorporates the use of colour can be an effective way to engage your audience.
• Print advertising – printed media including newspaper and magazine advertisements, brochures and direct mail.
• Balloon advertising – custom printed coloured balloons can be printed in line with branding requirements and needs.
• A frames – promotional signage that can capture customer attention at a shopfront.
• Window displays – can be a creative way to incorporate colour into a shopfront display that invites passersby into your retail store.
• Out-of-home (outdoor) advertising – a good way to incorporate colour psychology into billboards and posters.

Promote Your Business With Colourful Balloons

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