A lot is currently being said on colour and on how it affects the psyche and consumers’ behaviour, triggering emotions and reactions that make you buy or not and all that jazz. I have come across this controversial article that backs up exactly what I think about this. In short: “the truth […] is that color is too dependent on personal experiences to be universally translated to specific feelings. Yet, there are broader messaging patterns to be found in color perceptions. For instance, colors play a fairly substantial role in purchases and branding”.
My takeaways when it comes to choose a palette?
- You – start from what you know & like because ultimately you’re your number ONE customer and critical consumer
- Be open – ask others / bear in mind gender and demographics and see where it leads you. If everyone you ask gives you the same perception of a specific shade, reconsider
- Elementary, Sherlock – research your competitors’ choice. Did they use the same colours? Is anyone standing out? Why? Which colour/s?
- Cultural-bound – analyse / assess your cultural references and your target countries’. Maybe red means something / is associated to a specific concept in India and not in Europe and so on.
- Easy, boy – don’t put too much strain on the eye, yet achieve your purpose. Attracting attention is one thing, affecting your audience’s retinas is a no-no.
- Think consumers – put aside personal preferences and explore what you want your customers to feel. Maybe you’ll see that a specific group of customers / target does like one specific colour you didn’t even consider before.
- Digital vs IRL world – consider how colour transitions from physical to digital worlds & vice versa. Every shade looks paler or darker in print and brighter or sometimes completely different on screen.
- Back to the Fifties – think black and white. Does it work? Those are colours too.
- Defy the diktat – who said men cannot wear pink? Look at what T Mobile did with their pink logo.
- Only diamonds are forever – they say “if it ain’t broken, don’t fix it” but still, why can’t you change a colour or rebrand after a while?
Up to you:
- What colours do you like and why?
- What colours do you think have an impact – of any kind – on you?
- Do you think colour influences your purchasing habits as a consumer?