Colour psychology is the study of hues as a determinant of human behaviour . Colour influences perceptions that are not obvious, such as the taste of food. Colour have qualities that can cause certain emotions in people.

Colours and consumers

Colour psychology suggests that various shades can have a wide range of effects, from boosting our moods to causing anxiety. But could the colour of the products you purchase ever say something about your personality? For example, could the color of the car you buy somehow relate to some underlying personality traits or quirks?

Your colour preferences why buying items might say something about the type of image you may be trying to project. Colour preferences, from the clothes you wear to the car you drive, can sometimes make a statement about how we want other people to perceive us. Other factors such as age and gender can also influence the colour choices people make.

Of course, the colour selections we make are often influenced by factors including price, selection, and other practical concerns. Not only that, but color preferences can also change in time.

A person might prefer brighter, more attention-getting colors when they are younger, but find themselves drawn to more traditional colors as they grow older. The personality of the buyer can play an important role in color selection, but buyers are often heavily influenced by factors such as price as well as availability.

For example, purchasing a white vehicle might be less about wanting people to think that you are young and modern and more about the climate you live in; people who live in hot climates typically prefer light-coloured vehicles over dark ones.

So how colours can make major impact in branding and marketing?

Colour affect perceptions and behaviours of human. In marketing and branding, colour psychology is focused on how colours impact consumers’ impressions of a brand and whether or not they persuade consumers to consider specific brands or make a purchase.

It’s an important field of study to consider when creating a brand, design a marketing campaigns, or rebranding an existing one. Consider this: In a study titled “Impact of color on marketing,” researchers found that up to 90% of snap judgments made about products can be based on colour alone.

Read more in our next article on how to use colours while building a brands.

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