LiteratureReviewColour psychology is the study of theeffect that colour has on the moods, behaviour and feelings of people. These colours that we have seen will impact in ourphysical and psychological behaviour as it has psychological effects. Colour psychology also used in marketing and branding as colour can be able to affect customers in advertising, able tocontrol customer’s emotions and perceptions of goods. Companies also use colourto design their brand logos. When the colour of the brand logo matches thepersonality of the goods, it will automatically attract more customers to buytheir products.
The Influence of Colours to thePeople MoodColour affects mood through generating certain chemicals and stimulating differentfeelings such as hunger. For example, blue can make one feel calm because itreleases calming chemicals, and red can make people hungry because it is anappetite stimulant. In conclusion, he says that depending on the colour,individual’s body can do things that cause a certain emotional reaction such asmad, sad, and so on.
(Johnson, 2007)Colour Psychology and Its Effect on Human MindAnother idea, by Smith (2007), is that the effect colour produces is based onwhat individual’s body does in response. For example, red increases confidencewhereas yellow is mentally stimulating, and activates memory. While a dark bluecan make one feel sad. Therefore, Smith says that different colours do in factchange one’s mood and the consequences can be negative or positive. (Smith,2007)How Colour Influences the Human ConsciousnessEric, John, and Paraag (2007) main point about colour psychology is that colourhas both aphysiological and psychological effect. For example, green makes people feelrelaxed because it relaxes their muscles and makes them breathe deeper and moreslowly. Furthermore, blue lowers blood pressure, which makes one feel calm.
They conclude that colour affects one’s mood because of what it does to thebody. (Eric et al., 2007)How Important is Colour in Your Brand?Red: Red represents passion, youthful, powerful, as well as excitement.
Orange: Orange represents friendly, social, and warmth.Yellow: Yellow represents energetic, optimistic, and cheery.Green: Green represents health, peaceful, wealth, and natural. Blue: Blue represents calmness, masculine, and secure.Purple: Purple represents imagination, elegant, and mysterious.
Pink: Pink represents romantic, feminine, caring.(Edmundson, 2015)Impact of Colour on MarketingIn a study titled “Impact of colour on marketing” researchers found that upto 90% of snap judgments made about products can be based on colour alone,depending on the product.(Ciotti, G., 2016)Colour Psychology in MarketingBlogger Neil Patel gives further proof of how colours affect conversion rate,revealing that 85% of consumers base buying decisions on colour, and thenfull-colour ads in magazines get recognized 26% more often than plain old blackand white ads. (Patel, N., 2016)Colours and Its SignificanceColour is a meaningful constant for sighted peopleand it’s a powerful psychological tool. Attention is captured subconsciouslyfor colour before people can consciously attend to something. Colour is a formof non-verbal communication.
Each colour has many aspects to it. Different coloursare perceived to mean different things. Its meaning can change from one day tothe next with any individual. (Tavaragi, M. S.
& Sushma, 2016)The Psychology of Colours in Marketing and BrandingResearch shows that the proper use of colour increases brand recognition by 80%and it raises the visual appearance by 93% as well. A further 85% of consumersbuy because of colour. In conclusion, the colour, make, look and feel of aproduct affects 93% of the buying decision. (Admin, 2017)