Humans are highly visual creatures, and the way we view the world is strongly influenced by colours. Although colour psychology is often relegated to stereotypical colour associations, in reality, the way that colour influences our thought and behaviour is far more complex, and powerful than is often suggested. This week, we run through eight telling facts about colour psychology, to help you design a more strategic mail campaign.
The colour of packaging can have a huge influence on snap decisions
90% of snap purchasing decisions are made based on the colour of a product alone.
Pink for girls and blue for boys is a myth
Studies suggest that both men and women prefer the colour blue.
Coding emotions and colours is oversimplification
Sweeping generalisations about colours such like yellow connoting positivity or purple connoting depression are too broad to encompass the diversity of human experience, cultural differences and personal taste.
Colour plays an integral role in your branding
Using a particular colour (or colour scheme) to symbolise your brand can increase brand recognition by as much as 80%. Colour can also influence the way consumers perceive your brand’s personality.
Different colours attract different kinds of buyers
Studies suggest that royal blue, black, orange and red appeal to impulse shoppers, whilst navy and teal tend to draw in budget conscious shoppers.
The ‘colour appropriateness’ of a product is important
Colours should help to provoke the emotional triggers which lead your customers to buy a product. It’s much more important to use colour in order to support the emotion you want your product to evoke, rather than try to make your product align with generic colour associations.
Nuance can mean everything when marketing to different genders
Studies suggest that men prefer strong colours whilst women show a preference for softer hues.
Putting your advertisements in colour can make a big difference
Studies suggest that advertisements printed in colour are viewed 42% more than those printed in black and white. Coloured ads also get recognised 26% more than black and white designs.
Direct Mail Solutions are established mail distribution specialists dedicated to helping small and medium sized Australian businesses engage their target audience through print marketing campaigns.