This isn't fair and isn't right in this day and age. I actually couldn't believe it when I read this article. It's almost like a sexist surcharge.
But you can't get away from the fact that colour affects what we buy. Pick an appropriate colour and your sales can go up, pick a colour that is not a good fit for a brand and your audience and your sales can go down.
Apparently 85% of people cite colour as one of the main reasons in buying a product so you can see that it's vitally important that brands pick they right colour for their product and logo. Don't forget too that the psychology of colour varies in each different culture.
Blue is often associated with trust, is used by corporate brands and is liked by men.
Red creates a sense of urgency and is also associated with passion.
Green is associated with natural products and health.
Black conveys a sense of exclusivity, elegance and expense.
Orange can be seen as 'good value'.
In Other Countries
Blue is associated with healing in Turkey, Greece and Iran, whilst it is associated with femininity in Holland and masculinity in Sweden.
Red is unlucky in Germany but associated with masculinity in France and the UK
Yellow is associate with infidelity in France and envy in Russia.
Brands also need to think of the 'fit' of a colour to their product, or the perceived appropriateness, and although there are always exceptions to this rule, this is a general guideline. For example, Harley Davidson or Jack Daniels have a black colour scheme, as their core customers are men. To have these logos in a colour like red or pink wouldn't be appropriate for the market.
This ties in with understanding your audience and what their response would be to certain colour schemes.
Other factors to consider include:-
- is the product a luxury or budget product?
- is it a fun or serious product?
- is it an organic or natural product?
All these questions would have colour implications.
Colour can create an emotional response in people too. Pink has been shown to calm people down and green can spark creativity.
As you can see, if you marketing a brand, colour plays an important part in all your marketing materials, from your logo and website design to your business cards, mail shots and newsletters.
What brands do you recognise from their iconic colour scheme?
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