{"id":5524,"date":"2016-07-19T20:23:28","date_gmt":"2016-07-19T20:23:28","guid":{"rendered":"http:\/\/blog.360.agency\/?p=3887"},"modified":"2017-07-13T03:47:53","modified_gmt":"2017-07-13T03:47:53","slug":"marketing-with-colours-or-how-brands-play-with-your-unconscious","status":"publish","type":"post","link":"https:\/\/360.agency\/en\/blog\/marketing-with-colours-or-how-brands-play-with-your-unconscious\/","title":{"rendered":"Marketing With Colours, or How Brands Play With Your Subconscious"},"content":{"rendered":"

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\nIf I were to tell you that sight is the most influential sense in the marketing business, you probably wouldn\u2019t be surprised. But what\u2019s the most important visual element in marketing? Not form, shape, size or content, but\u00a0colour<\/span>!<\/span><\/p>\n

80% of all sensory stimulus we perceive is visual<\/span>. Consumers live in a world where a wide variety of colorful stimuli are constantly vying for their attention. Colour is so central to our everyday lives that we even speak of our most basic emotions using the language of colour: we \u2018see red\u2019 when we\u2019re angry, get green with jealousy, turn yellow when frightened, are tickled pink with a joke or turn of phrase, and even see la vie en rose. Colours serve as an instinctive metaphor for communicating complex emotional states into simple and understandable terms. Not only do they reflect our emotional state, but they influence our perception and consciousness as well. While some colours indicate danger and a need for alertness, other colours and colour combinations can relax us or help foster a positive atmosphere.<\/span><\/p>\n

The advertising and marketing industries have long understood the importance of colour as a tool for influencing consumers \u2013 a colour, after all, sticks in our memories far longer than a tagline or a fact.\u00a0 This is why some of the world\u2019s most well-known brands are instantly recognizable by colour alone.<\/span> Think of Starbucks\u2019 green, Amazon\u2019s orange, Ikea\u2019s yellow \u2013 even Apple\u2019s use of white allows them to stand out. Some companies even go so far as to trademark a colour that\u2019s become inseparable from their brand, like Coca-Cola\u2019s signature red or Nikon\u2019s Pantone 109C yellow.
\nThese companies have strategically implemented the psychology of colour into every aspect of their brands, visually linking everything from retail stores, logos, packaging and web-design to create a unified image that\u2019s instantly recognizable to customers. <\/span><\/p>\n

Marketing, however, is also an art of persuasion, and marketers must know how to make their brand stand out among the competition.<\/span><\/h3>\n

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That\u2019s where sensory marketing comes in \u2013 by using colour to stimulate the most receptive areas of potential customers\u2019 brains, you can make your brand stand apart in the crowded marketplace.
\nWhen it comes down to it, the power of a brand lies in its ability to stand apart from the competition<\/span>. If you choose the same colour or colour-combination as a competitor, you won\u2019t be able to distinguish yourself, and risk losing brand recognition. Your brand or product might even gain a reputation as a copy-cat, late adopter or knock-off. It\u2019s not enough to offer an original product or service \u2013 your marketing must be original as well!<\/span> The personality and philosophy of your company must be on display in its branding, where it can make a measurable impact on the perception of future customers.<\/span><\/p>\n

It\u2019s important, then, to choose your brand\u2019s colours with careful thought. Your colour scheme must reflect your values, clearly lay out where you stand in the marketplace, and be aesthetically appealing to potential customers, suppliers, employees and investors.<\/span>
\n Before you decide on a given colour or shade, you have to ask yourself a few questions: <\/span><\/p>\n