How to Use Color Psychology to Strengthen Your Brand

Colour is one of the most potent attributes that influence non-verbal communication. According to research, different colours create substantial subconscious effects on the human brain. Being exposed to different colours triggers different chemical reactions that result in different emotional responses.

This is why it is important for a brand to pay attention to the colours they use when marketing or selling their products, especially when it comes to print mediums. The right colours can positively impact your brand’s reception and reputation, thus complementing your marketing and selling efforts, and in turn, helping you generate more leads.

Here we delve deep into colour psychology and how brands can leverage it in marketing to bolster brand perception.

What Is Colour Psychology?

Colour psychology is a set of theories that connect human behaviour and emotions. It defines universal connotations that link different emotional and psychological behaviours to different colours. The segment of study generally prescribes universal theories although, some theories may depend on personal preferences and culture.

For example, the colour red is medically proven to increase the heart rate, while also subconsciously evoking feelings of passion or excitement. On the other hand, blue is known to generate a calming effect, by reducing the heart rate.

Marketers often leverage this correlation between colours and human emotions to evoke the desired responses from their target audience. This is how colour psychology helps shape marketing strategies for brands, becoming a powerful influencer that can boost brand appeal.

Determining the right set of colours to use, and consistently using them across marketing avenues starting from brochure printing and booklet printing to creating digital advertisements, can make a world of difference in brand perception.

How to Use Colour Psychology to Boost Brand Perception

Based on theories in colour psychology, we know that people perceive visual marketing collateral, whether print or digital, depending on the colours they carry. Hence, it only makes sense for brands to use the right colours to invoke the right emotions and responses from their target customers.

Here are different ways you can use colour psychology to strengthen your brand.

Use Colours Strategically in your Brand Identity

To begin with, a brand must always have a strong identity, and colours form the basis of a memorable brand image. For the same reason, the first consideration to establish a strong presence for your brand is to include the right colours in your brand’s colour palette. Determine your target audience first, and based on your product or service offerings, figure out the kind of emotions you wish to trigger in your ideal buyer. Is it excitement, warmth, optimism, power, etc.?

Conduct in-depth research to identify the colours you need to use to invoke the desired emotions. Lastly, combine the right colours with a few neutrals or similar shades in the spectrum to form a corporate colour palette. Seal the deal by consistently using only the colours from your palette across your marketing collateral, including print media.

Create Colour-Branded Printed Marketing Materials

Statistics state that customers are 70% more likely to remember the brand image and messaging when exposed to printed advertisements than digital ads. This implies that tangible printed marketing materials are significantly more memorable. Hence, by all means, utilise it in conjunction with the right colours to instil your brand image in the minds of your customers.

For example, use well-designed printed booklets and brochures to share more information about new launches or brand events with existing as well as new customers. Be sure to use high-quality stock paper and interesting finishes to generate a desire to save the item. Incorporate the colours from your corporate colour palette and write engaging copy to keep your customers interested. Consistent colours and typography are bound to register along with the reading experience, making customers automatically associate it with your brand.

When creating marketing materials be sure to entrust the job with experts in booklet printing or brochure printing so that you can gain access to a good range of materials, colours, and finishes. Pay special attention to the capabilities of your printing partner to ensure that you only get premium-quality assets.

At VC Print, we use high-quality materials to offer a range of options in brochure printing as well as booklet printing. We allow customers to completely customise their print assets using the best colours, graphics, materials, designs, and finishes to provide the utmost value for money as well.

Use Colour-Branded Stationery

Using colour-branded stationery is an excellent way to bolster your brand image, especially with customers visiting your store or office. Put due thought into designing items like a branded notepad, a pen, or a paperweight, and incorporate your brand colours meticulously to infuse the image into your customer’s subconscious. When creating branded notepads, you can also consider using an alternative colour palette, such as a dark theme, or a grey scale. This provides a refreshing break from the regular colours while still boosting your brand image.

Once again, partner with a high-quality printing company to take advantage of premium branded notepads and other stationery.

Pointers To Keep In Mind When Leveraging Colour Psychology

While banking on colour psychology is a promising step toward improving your brand’s positioning, there are a few considerations to keep in mind when crafting your marketing collateral.

• The theories in colour psychology are not universal. They can be used as a basis for deciding on various branding materials. However, to create specific print or digital assets targeted towards specific demographics, we recommend that you research in depth to figure out the cultural implications of colours.
• In the case of tangible printed assets like brochures, the material is just as important as the colours. Use the best quality materials along with colours to induce an intent to save it.

Wrapping up

Colours play a significant role in molding the way customers perceive your brand. For the same reason, you must pay due attention to the colours used in your marketing assets. From creating a corporate colour palette to branded brochure printing and booklet printing, there are a few actionable ways to harness the power of colour psychology to boost brand image. Follow the steps mentioned above, and keep the listed pointers in mind when crafting colour-oriented marketing campaigns for your business.

For branded notepads, brochures, booklets, and all other types of printed assets, contact VC Print.