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According to research published in technology magazine Fast Company, 84.7% of consumers cite colour as the primary reason they chose to buy a particular product. As colour is shown to improve comprehension and reading, it’s no surprise colour advertisements are read up to 42% more often than those in black and white.
“But Apple uses monochrome and look how successful they are!” You say. It’s true they use it to great effect, but prior to this sleek, neutral logo, their apple included all colours of the rainbow. You may not want to use the whole colour spectrum, but a few bright and eye-catching colours used throughout can have a significant impact. Consistency is also essential for repeat business and brand recognition, as customers can subconsciously associate you with a particular set of colours. You only need glimpse McDonald’s iconic golden arches before you start craving a burger.
Similarly, if you understand the meanings and emotions our brains associate with a certain palette, you can use this to gain the upper hand on your competitors. It’s important to remember that those meanings can change depending on the industry. For example, the use of blue in pharmaceuticals is associated with cleanliness and well-being, but in the fast food industry, it is most often used to promote sugary sweetness.
In order to make choosing your brand colours easier, we’ve done the research for you! See below for each colour and how it is generally used in advertising.
Combining colours, or mixing neutral and bold palettes, can showcase specific personality traits for your business. It’s crucial to do your research when creating any kind of branding, advertising or content marketing for your business. Think about these colour meanings, your industry, any cultural associations and analyse your competition.
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