Colour is one of the most influential aspects of design as it impacts the way we behave and think, it acts as an emotional cue. It has been found that people make criticism about your content in 90 seconds and 90% of that is influenced by the colour they see.
In magazines, full colour ads are acknowledged 26% more often than simple black and white ads and brands are recognised up to 80% more when specific colour is used. If colour is used properly then the attention of customers is much more likely to be caught.
Colours don’t have a direct relationship to emotions as different colours create a variety of responses and feelings depending on the context in which they’re used in. However, there are certain colours that are known to evoke an emotional response, for example the colour white can create a sense of purity, and innocence. Black can be used to show sophistication, control and independence.
Over 30% of the World’s Top 100 brands use blue in their logo. Why is this? Well, blue evokes a feeling of credibility, trust and reliability. Most fast-food brands use bright reds and oranges in their logo which creates a sense of urgency for the customer, leading to speedier eating.
In marketing when choosing colours to use you should look at the target audience and see what colours are going to grab their attention. For example if your target market is the elderly, using bright colours such as red, blue and green are more likely to be recognised compared to pale, muted tones of colour.