Tone of voice, language, shapes etc… There are many elements to consider if you want to attract people to your brand and make a sale. Colour is one of them.
Before you settle on a colour palette for your brand assets, take a few minutes to understand what role colour can play.
1. Be consistent so that your brand is easy to identify
Think purple and you might taste velvety Cadbury’s chocolate. Think red and you drink a quenching Coca-Cola. To be so synonymous with a colour must be the brand equivalent of summiting Mount Everest! The trick is to be consistent.
TIP: Stick to your chosen brand colour palette and, over time, people will start to recognise your brand. This means that you’re likely to be front of mind when a customer has a need for your product or service.
2. Drive action with colour
Some colours are associated with triggering an action or indicating a state.
Traffic lights, for example, instruct us to: stop, wait, and go. Our reaction to this colour coding system is now so instinctive that it’s regularly repurposed as an efficient way to communicate visually. For example, in health food labelling:
● Red = a less-healthy food that you should rarely eat
● Amber = a moderately healthy food to eat sometimes
● Green = a healthy food to eat regularly.
Similarly, you’ll notice that many ‘sale’ signs are red. That’s because the colour is associated with stimulation and excitement. You might consider using red as a visual cue for your customers to be attracted to a limited-time offer and therefore drive more sales.
TIP: Think about the actions you want customers to take and how your chosen colour palette can support these.
3. Use colour psychology to connect with your customers
Colour can make us feel certain things about ourselves, other people and things. From healthy, happy and calm, to powerful, sophisticated and expensive, you need to know what story you’re trying to tell about your brand and consider how colour can enhance this.
For example, if your audience cares about the environment, you can align your product or service with this value by using green in your brand assets. There’s a reason why you might struggle to think of an environmental organisation that uses red in its logo!
TIP: Familiarise yourself with colour psychology by reading our blog about the impact that colour can have on emotions.
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