The appeal of neutral palettes is passing faster than triple-plastic wrapping. Colour is in. But if black, white and neutrals are the safe go-to palette, how do you colour your world and get it right?
First, understand that colour speaks. There are emotional responses attached to colours that communicate your message far more effectively than any words you can think up. The Canadian study, Impact of Color on Marketing, found out this:
“People make up their minds within
90 seconds of their initial interactions with
either people or products.
About 62‐90 percent of the assessment
is based on colors alone.”
The study of colour psychology has discovered clear associations between colour and emotional reaction, but they’re not universal. A person’s response is also determined by their own experiences, so the “yellow is the happiest colour” kind of rules need to be used with a bit more information.
In The Interactive Effects of Colors and Products on Perceptions of Brand Logo Appropriateness, researchers found that colour response depends on whether or not it fits the product. If the colour does one thing and the product another, the disconnect will harm your brand.
Green is a popular colour right now, denoting all things wholesome and appealing, but imagine if Coca-Cola changed their logo colour to green. Would you buy it?