Though it is said to never judge once appearance, the foremost thing one does is to look and tries to depict its attributes, form an attitude and behave accordingly. After the ultimate satisfaction, might be good or bad, that “one” states again, never judge once appearance. In here, I tried to put up the reverse psychology of people, who develops attitude on the basis of appearance of anything and the main element of that appearance is COLOURS.

Psychology is the area of researching around the behaviour of someone, triggered by something. When we talk about colour psychology, that triggering point colours. It can influence one’s decisions according to its effects and attributes (which can be subjective, but almost generic). In this blog, let us preach you something about how colour psychology is used and has been used.

Colours are the most important part of Branding, even black and white are colours, used by the marketers to create a persona of the brand, previewing its preposition. Psychology helps those forming strategies for layouts, design, literally anything which can get attention. ​

COMPLEMENTING

1. PERSONALITY
Colours best suited when complemented with personality of the brand. The product can be simple but the brand is what creates the synergy, and that synergy is constructed by colours. McDonald’s yellow and red goes with the idea of joy and happiness, Red Bull’s Red and Blue process the energy and excitement among the consumers. It all comes in the personality which the brand takes with it. Byju’s Purple creates a sense of understanding and curiosity. LIC’s Blue shows assurance. Every example is self-explanatory. They come with a distinct personality and colours shadow them.

2. NATURE
Operations and Business becomes a good reason for choosing colours. Basically it’s the NATURE of business. It includes type, territory, season, use, process, material anything attached to the product. Animal Planet’s Green logo, Burger King’s Combination of Brown, Red, Green showcasing the colour of a burger, and any product with chocolate as its component having Dark Brown colour. What business deals in becomes the primary reason for choosing the colours.

3. ASSOCIATION
Once the brand is settled, people associate the attributes of the brand, and colours are the most associated attribute. It helps brands bring in a new collection, series or type of products and people can associate the brand with the help of colours. Cadbury this year released a wrapper in the UK without any words, spreading a message to chat with older people, and people directly connected it with a brand. Colours create Association! ​

4. COLOUR SPEAKS!
​Every colour has something to portray, has its own attitude, feeling, thought which influences consumer’s decision. The marketer needs to look over the demographics of the target, because psychology, too, can be subjective. Each other blog on the Internet shows a different persona of different colours, one should consider the feature of its region, where he is marketing the stuff. Each colour has its own vibe which becomes the idea of choosing the colour. Starbucks Green coloured mermaid sends the sense of calmness, Ford’s Blue is a sense of wisdom and Facebook’s blue shows security, just kidding. So in short, colour vibes are important.

5. ATTENTION
​Attention can be grabbed easily with colours, either by making it more intense or directly changing it. OLX changed to Blue colour after its multicolour logo. At least it got my attention. But brands do that for short fame. Rajasthan Royals went pink this year, and a few years before RCB did the same. Basically, to say the colour is a good tool for a marketer. If used properly, can create a great brand or not.

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PRIYESH CHOUKSEY
​Creative Associate
VOLUME