Scientifically speaking, each time an individual encounters a colour, a physical reaction is elicited. The adrenaline, blood pressure and heart rate can either increase or decrease depending on the type of colour encountered. Usually, warm colours tend to increase these reactions while cool ones decrease them. This is one of the reasons for which cool colours are usually found in environments that aim to elicit relaxing associations (e.g., health facilities).
An individual’s perception of colour can be experienced differently depending on the type of reaction that is elicited. As human beings, we experience specific innate reactions to colours that are generated at a fundamental level within the human brain. These reactions can be considered relatively universal. However, we also experience learned reactions, specific to everyone and dependent on factors such as gender, culture, experience and so on…Regardless of the type of reaction elicited, colours profoundly impact humans. Colours affect our emotions, moods, behaviours and also decision-making. Moreover, they can also impact how we process information, if in a more detailed or more big-picture manner.
Colours are the first thing we see and the last one we remember. Think about it…How easy it is to remember the colour someone was wearing? That colour generates a reaction in us that makes us judge that person based on it. In retail it is the same.
Several studies have found that the majority of consumers subconsciously judge a retail environment based on its colours within the first 90 seconds. Colours strongly impact people’s perception of a space and the consequent behaviour as consumers. Colour is one of the crucial factors that influence our perception of a product. Research has shown that 62% to 90% of a product consideration is based on colours alone.
Colours draw attention to specific products, trigger a desired mood or atmosphere within an environment, improve design visibility and influence brand choice. They strongly influence shopping behaviour, product selection and also purchase intention within a physical store. A further important element of colours is that they are especially effective in quickly expressing a brand’s personality and increasing brand recognition. Due to this reason, colours are an essential element of marketing.
In the domain of marketing, colours help promote different products or services, but most importantly, they are essential for sustaining the identity of a brand among its competitors. Interestingly, colours not only help customers to better identify the brand, but they also connote the price and quality of the products.
In this context, the most important element of all is that colours evoke certain feelings and emotions towards a product. These emotions are the ones that also influence overall consumer behaviour, purchase intentions and the level of loyalty and satisfaction toward a brand. The power of colours strongly resides in the emotions and thoughts associated with them. These associations are present in every aspect of our lives and sometimes we do not even realise it.
Each colour has certain meanings and symbolism. For instance, red is generally associated with love, passion, strength, and physical courage. It is also associated with stimulation and basic survival. Due to this reason, red usually denotes a warning and it is used to increase attention and stimulate arousal. Its association with love and passion might be because physiologically, red is a call to the adrenaline glands to get the body and senses activated.
The colour blue, instead, is strongly associated with tranquillity, and depth but also honour and trust. Moreover, it is associated with loyalty and dependability maybe because of the intense use across time and above all, in the representation of religious images (e.g., the blue cloak of the Virgin Mary). Contrary to the colour red, blue affects us mentally rather than physically. It reduces arousal, calms the mind and increases cognitive performance. Intrinsically, blue also represents constancy, quality and achievement. According to research, blue is one of the most favoured and used colours in the world. This might be because it reminds us of the serenity of a calm sea or a cloudless sky.
Two other colours that are often used due to their strong associations are yellow and green. Yellow indicates confidence and optimism. Due to its connection with the sun, it is strongly associated with heat, vitality, energy and light. It is a cheerful and energetic colour. Throughout time, it has been found that yellow can stimulate awareness, perception and memory and it can enhance decision-making skills. Due to this reason and to its attention-grabbing nature, using yellow in signage, point-of-purchase displays and packaging can be a good strategy. It grabs attention and also generates decisive action. However, if taken in heavy doses, it is difficult for the eye and can overpower a palette.
The colour green is an interesting one. It is at the centre of the spectrum even if we might not notice it, and due to this reason, it naturally enhances a sense of balance and equilibrium. As we are constantly surrounded by green, due to its strong presence in nature, it also gives us a sense of security, reassurance and peace. According to several studies, an abundance of green also indicates the presence of water that subconsciously makes us feel reassured and in harmony. Physiologically speaking, green affects the nervous system and impacts our breathing and heart rate. It helps our heart by slowing the production of stress hormones. This is why it is also the symbolic meaning of stress relief. Due to its strong association with nature, green is largely utilised by brands/business/non-profit organisations that want to enhance sustainable consumption behaviours or represent their own sustainable efforts.
These are only a few of the colours present in the spectrum and each shade of each colour has different properties that enhance certain reactions and feelings. In this context, however, it is always important to remember that colour meanings and associations can change depending on the culture. For example, in Western cultures, green is often used to signify good luck but in Chinese cultures, it represents infidelity.
Out of all these factors, we hope we have helped understand the true importance of colours and how impactful they can be in branding, packaging design, retail design as well as other spaces like offices, healthcare buildings, homes and even streets. Colours can help elicit reactions and trigger feelings that can help you achieve whatever you want within an environment. However, it is crucial to properly interpret the colours depending on the situation and find the right colour balance. For brands, colours must speak to the target audience and represent the brand’s personality. If not appropriately chosen, colours can have a counterproductive result.