Independent Study in Graphic Design

Jo Ninham

Psychology in colour

Branding is one of the most important issues relating to colour.
Numerous attempts to classify consumer responses to different colors… Colour is too dependent on personal experiences.
Researchers found that up to 90% of snap judgements made about products can be based on colour alone. Some studies show that the relationship between brands and colour depends on the perceived appropriateness of the colour being used in that particular brand… does the colour fit what is being sold??
Purchasing intent is affected by colors due to the impact they have on how a brand is perceived. Colours influence how consumers view the personality of the brand in question.
Our brains prefer recognizable brands. This makes choosing colors incredibly important when creating a brand identity.

If competitor brand colour is blue, use purple and you will stand out.

Predicting consumer reactions is more important than the colour itself.

The psychology of colour in marketing and branding – Gregory Ciotti – 06/08/13 – http://www.helpscout.net/blog/psychology-of-colour/

It is said that people will actually gamble more sat under red lights than blue – this is why Las Vegas is the City of the Red Neon.
Scientists have found that physiological changes take place in humans when they are exposed to certain colors. Colours can stimulate, excite, depress, tranquilize, increase appetite and create a feeling of warmth or coolness. This is known as chromodynamics.
An executive received complaints from workers in a blue office for it being too cold, the office was then painted warm peach and the sweaters came off even though the temperature had not changed.
When you look at bright complimentary colors next to each other it gives yo a vibrating or pulsing feeling. It is caused by an effect called colour fatiguing. When one colour strikes a portion of the retina long enough, the poetic nerve begins to send confused signals to the brain.

How does colour affect us? – Pantone – Colour Think Tank – http://www.pantone.co.uk/pages/pantone/pantone.aspx?pg=19382&ca=29

85% of shoppers place colour as a primary reason for why they buy a product. Colour has the ability to attract certain types of shoppers.
Poor website navigability and poor overall design are reasons people usually decide to not use that company/website.

How do colors affect purchases? – Kissmetrics – blog.kissmetrics.com/colour-psychology/

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This entry was posted on December 19, 2014 by in Research, Uncategorized.
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