Does colour have anything to do with it?

Psychoanalyst Carl Gustav Jung said that ‘Colours are the mother tongue of the subconscious’.The use of colour in your brand is crucial to creating brand associations, ideally one that is positive and consistent with how you want your customers to think of you.

Choosing a colour that targets the psychology of your customers is a valuable asset and one that is often over looked, but a little research in this area can go a long way for your business.

Research shows that the human subconscious judges a person, environment or product within the first 90 seconds of initial contact, and between 62 - 90% of that assessment is based on colour alone. HBS professor Gerald Zaltman said that ‘95 percent of purchase decisions take place in the subconscious mind.’

Colours are proven to evoke certain emotions and feelings. Although colour associations are affected by many factors; trends, cultural, historical, political, religious and mythical, some colour associations are relatively universal.

Blue - trustworthy, dependable, cool blue - secure, sea blue - serene, universally liked

Red - activates pituitary gland, increases heart rate & blood pressure, passion

Green - health, serenity, nature, growth, deep green - wealth, prestige

Yellow - associated with in the sun in every culture, connotes optimism, positivity

Pink - hot pink - energy & youthfulness, lighter shades - romantic

Orange - exuberance, fun & vitality