Jun 22, 2012 Written by 
Have you ever been stopped at a traffic light and made a false start when it wasn’t your green light? Three colours control the daily commute of billions of people around the world, green means go, red means stop and yellow means slow down. To most people.

These colour associations are universal and worldwide. So if colours can tell us when to stop when to go, what else can it tell us to do? What is the colour of your brand telling customers to do?

Does colour have anything to do with it?
Psychoanalyst Carl Gustav Jung said that ‘Colours are the mother tongue of the subconscious’.The use of colour in your brand is crucial to creating brand associations, ideally one that is positive and consistent with how you want your customers to think of you.

Choosing a colour that targets the psychology of your customers is a valuable asset and one that is often over looked, but a little research in this area can go a long way for your business.

Research shows that the human subconscious judges a person, environment or product within the first 90 seconds of initial contact, and between 62 - 90% of that assessment is based on colour alone. HBS professor Gerald Zaltman said that ‘95 percent of purchase decisions take place in the subconscious mind.’

Colours are proven to evoke certain emotions and feelings. Although colour associations are affected by many factors; trends, cultural, historical, political, religious and mythical, some colour associations are relatively universal.

Blue - trustworthy, dependable, cool blue - secure, sea blue - serene, universally liked

Red - activates pituitary gland, increases heart rate & blood pressure, passion

Green - health, serenity, nature, growth, deep green - wealth, prestige

Yellow - associated with in the sun in every culture, connotes optimism, positivity

Pink - hot pink - energy & youthfulness, lighter shades - romantic

Orange - exuberance, fun & vitality
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Mellissah Smith

Mellissah Smith is a marketing expert with more than 20 years experience. Having founded and built two successful marketing companies internationally, she is well recognized as a industry thought leader and innovator. Mellissah started her career working with technology and professional services firms, primarily in marketing, public relations and investor relations, positioning a number of successful companies to list on the various Stock Exchanges around the world. She is a writer, technology developer and entrepreneur who shares her thoughts and experiences through blogs and written articles published in various media outlets. Brag sheet: #2 marketer to follow on Twitter (2003), Top 150 Marketers to Follow (2015), Top 10 innovative marketers (2014), 60K+ followers on Twitter with 97% authentic.

1 comment

  • Maikayla

    With people in such a rush these days I believe it to be very true that consumers are taking minimal time to chose any product and how it first appears to them is what makes their decision. There are so many ways that brands get the attention of their customers and many could probably name the colors in a logo of their top 10 favorite brands off the cuff if asked.

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