The Importance of Colour Theory
The study of colour theory focuses on how colours relate to each other and interact with one another. This involves comprehending the varying hues, tones, and shades of colours and how they can be incorporated to create effective visual communication. In branding, colour plays a significant role in determining how consumers perceive a brand and its products. The appropriate choice of colour can enhance a brand's visual appeal, convey its values, and establish its identity.
Sir Isaac Newton established color theory when he invented the color wheel in 1666. Newton understood colors as human perceptions—not absolute qualities—of wavelengths of light. By systematically categorizing colors, he defined three groups:
1. Primary (red, blue, yellow)
2. Secondary (mixes of primary colors)
3. Tertiary (or intermediate – mixes of primary and secondary colors)
Following Newton’s findings, the study of color advanced to cover the properties of color in its two forms—i.e., print/paint and screen/light—and in a variety of fields, from art to astronomy. A color’s properties are:
· Hue – How it appears (e.g., “is green”).
· Chroma – How pure it is: i.e. if it has shades (black added), tints (white added), or tones (grey added).
· Lighting – How pale or saturated it appears.
Studies have shown that people make snap judgments about products within 90 seconds of seeing them, and up to 90% of that judgment is based on color alone.
The Impact of Colour on Consumer Behavior
Colours can evoke different emotions and moods in people, and this can have a significant impact on consumer behavior. For example, blue is often associated with trust, loyalty, and professionalism, which is why many financial and corporate brands use blue in their branding. Red, on the other hand, is associated with passion, excitement, and urgency, which is why many food and beverage brands use red in their branding.
Colour can also influence purchasing decisions. Studies have shown that people make snap judgments about products within 90 seconds of seeing them, and up to 90% of that judgment is based on color alone. For example, a study conducted by the University of Loyola found that consumers were more likely to buy products with warm colors, such as red, orange, and yellow, when they were in a hurry. In contrast, cooler colors, such as blue and green, were more effective in persuading consumers to buy when they had more time.
Choosing the Right Colours for Your Business
The power of colour in branding is the story of UPS's rebranding in 2003. Before the rebranding, UPS had a brown and gold logo synonymous with its brand. However, the company decided to change its logo and branding to a more modern, streamlined look that featured a shade of brown known as "Pullman brown."
The decision to use Pullman Brown was not arbitrary. The colour was chosen because it was the same shade of brown that was used on the luxury Pullman railcars that were popular in the early 1900s. By using Pullman Brown, UPS was able to convey a sense of luxury and prestige and establish itself as a high-quality, reliable brand. The new branding was a success, and UPS saw increased revenue and customer loyalty.
The use of colour theory is essential to branding and marketing since it may significantly influence customer behaviour. Businesses can build more effective visual communications by understanding how colours can affect moods and emotions as well as purchase decisions. An excellent illustration of how colour can be utilized to define a brand's identity and communicate its principles is the story of UPS's rebranding.
If your marketing efforts aren't yielding the results you want, reviewing your graphic design may help. Just how alluring is it? What does it convey to your audience and does it help you stand out from the competition? If your evaluation leaves you unimpressed, there's a good probability that your clients will feel the same way. Colour theory and excellent graphic design work hand in hand. The value of colour cannot be understated when developing your marketing content.