THE PSYCHOLOGY OF COLOUR IN COMMUNICATION STRATEGIES

Did you know that there is a branch of psychology that studies how different colours can influence people's perception and behaviour? 

As several studies show, creating an effective brand or communication campaign is not only a matter of words and messages, there are also other strategic components that must be taken into account in order to achieve the expected objectives. One of them is undoubtedly, the meaning and impact of colours on the public for which it has been created, as the company QR TIGER tells us in their post. In the communication ecosystem it is essential to have a clear knowledge of how to strategically use chromaticism in audiovisual elements.  

Colours have the ability to elicit specific emotions and psychological responses. For example, red is often associated with passion, danger, urgency and energy, while blue conveys confidence, serenity and professionalism. Green is associated with nature, health and tranquillity, while yellow is associated with happiness, creativity, attentiveness and, for some sectors, such as the arts, bad luck.

These associations are not universal, as they may vary according to culture and context, but understanding these general trends allows us as agencies to design more effective communication strategies. A luxury brand might opt for black and gold to convey elegance and exclusivity, while an eco-product company might use greens and browns to highlight its commitment to the environment.

Colour not only affects the perception of a brand, but also consumer behaviour. Studies have shown that certain colours can increase the likelihood of purchase, such as red, which generates a sense of urgency and is commonly used to highlight promotions, sales or flash sales. Blue, on the other hand, can help increase trust in a brand, which is why it is a popular choice in the financial and technology sectors.

In addition, colour can improve brand memorability, as a visually coherent and appealing design captures attention and makes it easier for consumers to remember the brand in the long term.

The communication agency as an ally

In addition, we have the resources to carry out market studies and evaluate how different colour combinations affect the perception and behaviour of specific consumers of a brand. This data-driven approach allows communication strategies to be adjusted to maximise their effectiveness.

In conclusion, the psychology of colour is an important component in the communication strategies. Understanding how colour influences the perception of a brand can greatly improve its effectiveness. Having the support of a communications agency with expertise in this field, such as InfluenceSuite, is a smart investment for any company looking to stand out in today's marketplace. Shall we talk?