Why Is Colour So Important? The Psychology Of Colour And How To Use It

Colour is everywhere. It’s in the food we eat, the clothes we wear, the cars we drive, the houses we live in, etcetera. It’s even in the way we think and the way we feel.

But why is colour so important to us?

Colour is one of the most powerful tools we have to communicate messages and evoke the desired response from target audiences. But how does colour work? And how can we use it to our advantage?

In this post, we’ll explore an entry level understanding of the psychology of colour and its ability to achieve results.

Colour is important because it is a powerful form of communication. Different colours influence and affect our mood, emotions, and behaviours. Thus, it can be used to convey a message or evoke a desired response. For example, the colour red can signify excitement or anger, while the colour blue often represents calmness or sadness.

In practice, leading brands use colour strategically to create a certain mood or atmosphere in stores, or by using particular colours in advertisements to convey their messaging.

Colour plays a key role in attracting and communicating messages that impact our buying behaviours, usually without us even realising it. As we see and respond to literally thousands of branding and ad images every day, it’s vital to know how colour affects us.

A few examples of how colours are associated with different emotions and behaviour imiplications:

Yellow: Used mostly by entrepreneurs and free thinkers, this colour is associated with positivity, happiness and confidence. It can lead the observer to feel encouraged and self-assured when making decisions.

Orange: This colour is often used in business due to its connection to energy, action, productivity and fun.

Blue: Generally seen as a calming, peaceful and serene colour, blue is often used in healthcare and education.

Why should we use colour in our daily lives and businesses?

Brands can use these associations to their advantage by using colours that are likely to produce the desired effect in their target audience. Specifically businesses can use this knowledge on the impact of colour to create more memorable and unique experiences for their customers. By incorporating unexpected pops of colour into their branding, in-store experience, or online activity, businesses can leave positive lasting impressions on their target audience. Ultimately leading to more customers and more business for the brand.

Colour is a powerful tool that can be used to influence our emotions and behaviours. When used effectively, it can help brands achieve desired results.