Colour Psychology and Brands on Social Media
Do you ever wonder what's going on behind the scenes when you see brand adverts in your feed?
What associations are being formed in my mind from the colours used?
My last blog focused on how to visually show a brand on social media content, whereas this will be delving into the use of colour psychology behind the content.
When you see your favourite brand on a social feed, you are presented with something that was constructed to provoke feelings, associations and a call-to-action that seeks to complete an objective.
Colour in Marketing
According to the study Impact of Color on Marketing, “People make up their minds within 90 seconds of their initial interactions with either people or products. About 62 to 90 percent of the assessment is based on colors alone."
(Nowicki, C. 2019)
The study found that a positive connection between colours that suit the brand’s personality and product
and a successful marketing campaign. While, making sure to avoid a colour choice solely based on stereotypical associations.
On social media, consider the message you are sending out. The tone of voice and context of the message will help determine the appropriate colour.
Everyone knows about colour psychology.
Do you remember reading what each colour means?
Or has your conscious brain forgotten?
Feelings and Associations with Colour
Colour association allows a brand to manipulate an offering so that it sparks the desired emotion from the consumer, so that they are drawn to a product or service.
Red is a popular colour to evoke youth and excitement which is a good fit for the audience of Netflix, Lego, Nintendo, Coca Cola and KFC, because they’re looking for stimulation and fun.
When buying Cadbury’s dark purple and gold Milk Tray box, the packaging would suggest qualities like wealth, uniqueness and fantasy. These associations would exist in the receiver which would make them feel more spoiled when they perceive it as high value. On Cadbury's social media, purple is prominent and gold font further associates their brand to luxury.
Do you think colour is more important today in order to compete in a market where everyone has or is a brand?
Perkins, M. (2014). Strong Brand Voice. [online] Hubspot.
Available at: https://blog.hubspot.com/marketing/strong-brand-voice-social-media
Nowiki, C. (2019). Colour Psychology in Marketing and Brand Identity. [online] Hootsuite.
Available at: https://visme.co/blog/color-psychology-in-marketing-and-brand-identity-part-2/
Social Media and Psychology: 8 Lessons for Marketers. [online] Hootsuite.
Available at: https://blog.hootsuite.com/social-media-psychology/
How Cadbury Uses Social Media Marketing. [online] PPC Champ.
Available at: https://www.ppcchamp.in/cadbury-uses-social-media-marketing/
Cadbury's Milk Tray. [online] Amazon.
Available at: https://www.amazon.com/Cadburys-Milk-Tray/dp/B0041YQ7GM
Netflix Logo. [online] Wikipedia.
Available at: https://en.wikipedia.org/wiki/Netflix