More brands are turning towards colour psychology before deciding on colours for their logos, brand designs, fonts and more. Choosing the right colour makes your charity stand out in the right way, tells the public what you’re about, and emotionally appeals to people without you or a spokesperson ever saying a word.
“People make a subconscious judgement about a person, environment or product within 90 seconds of initial viewing and between 62% and 90% of that assessment is based on colour alone” – CCICOLOR, Institute for Global Colour Research
What is colour psychology?
Colour psychology is the study of hues that influences human behaviour. It assigns food a taste without taking a bite. This same concept translates into brand design and provides effective results. It shapes and powers people’s emotions in a direction you wish, based upon the colours you choose.
Why does colour psychology work?
We feel colour. Colour provides a responsive link. Evoking emotion and memories. It can suggest flavour. Hinting as to whether we’re going to enjoy something or not. As well as whether to try something. It influences the perceived quality and value of a product or service. Therefore brand colour has a monumental impact on buying decisions as well as your brand positioning.
For instance, green is a colour we often associate with calm, health, and nurture. Pink makes us think of friendship, affection, and sugary sweets. But it doesn’t stop there. Within these two colours are a wide range of associations depending on the tone and hue of that colour. Light pink makes us think of wellbeing, compassion and kindness, while a bright pink can communicate physical weakness, shallowness and vulnerability.
Choosing colours that accurately reflect your charity’s values, target market, brand messaging, and tone are vital to your longevity, emotional connection and monetary success.