In our Canadian base, we have the expansive view of marketing across continents, and it is not just a question of taste that considers colour, but a question of strategic need. It is a language that whispers, shouts, convicts, and creates a perception and mood even before the first word is read. It is not merely about beautiful colour palettes, but it is about the ability to use the profound psychological significance of colour to create memorable relationships with high-end customers all over the world.
What a world without colour would be. Black and white, dull and ordinary. So, consider a brand attempting to make an impression in that world. Impossible, right? The primal cue, the immediate emotional response, which cannot be explained by logic and goes directly to the subconscious, is colour. Our brains as human beings are programmed to respond to colour. Studies carried out by the University of Winnipeg and numerous other studies have always proven that as much as 90 percent of the customer’s subconscious judgment of the product can be determined simply by colour. That is a huge number, an embodiment of the strength that we as marketers possess when we put the chroma code to good use.
The effect of colour is not random. It is based on the millennia of human development, cultural conditioning, and neural pathways. Each colour has a distinct emotional imprint.
The hot-bloodedness of Ferrari or the famous Coca-Cola logo is a perfect example of the colour red and its psychology. Red is very emotional, passionate, exciting, loving, as well as urgent and dangerous. It is a colour that cannot be overlooked, arousing the appetite and getting the heart racing.
Marketers commonly use red in invitations to action, sales, and products that aim at communicating power and energy. Nevertheless, cultural peculiarities are essential.
In research conducted in the Journal of Business Research, it is noted that blue is the most popular colour globally. It is a safe, yet effective, choice for the brands that need to have a wide target audience and a reliable image.
Yellow is a colour of happiness, hope, and warmth. It is the hue of sunshine, which is usually equated with creativity and innovation. Several brands, in a bid to appear friendly, approachable, or creative, often use yellow.
Green is inherently associated with nature, development, and regeneration. It gives out a feeling of calmness, well-being, and environmental awareness. Green naturally appeals to brands within the organic food industry, wellness, or those that are interested in sustainability. Whole Foods and Starbucks successfully make use of the green colour as a symbol of freshness and ethical sourcing. In addition to nature, green is also a symbol of wealth and prosperity, and thus is a subtle decision when financial institutions are in need to project growth.
Being traditionally linked with the royal family and nobles, because of the scarcity of the dyes, purple is luxurious, sophisticated, and creative. Purple is frequently used by such brands that want to suggest an image of premium, exclusivity, or innovativeness.
The packaging of Cadbury is unique, like how some fashion houses have branded themselves in luxury. It targets the creative and imaginative facet, implying originality and a magic touch.
Black is the icon of class, authority, and eternal style. Black is usually used to project exclusivity and class in luxury brands, high-end fashion, and high-quality products.
The high lines of Chanel, Dior, and Nike are all playing on the strength of black. It is an authoritative and gravitas colour and as such is a strong choice in brands that want to be perceived as being of high-end.
White signifies purity, cleanliness, and simplicity. It’s often used to create a sense of spaciousness, minimalism, and modernity. Apple, with its iconic white products and sleek branding, perfectly exemplifies the power of white to convey innovation and user-friendliness. It acts as a perfect backdrop, allowing other colours to pop and messages to stand out with clarity.
The yellow colour, which in the West is equated with happiness, is also equated with courage in Japan and mourning in Egypt. These are not some footnotes, but important considerations which may make or break a worldwide campaign.
At Faber Cre8tive, we compose a symphony that makes the brand stand out with the use of colours. Our process is meticulous, data-driven, and intrinsically human:
The colour palette of a brand is not merely a visual signal; it is a non-verbal story most of the time and conveys values, personality, and promises, as well-known branding expert Debbie Millman puts it in her book Brand Thinking and Other Noble Pursuits. This feeling represents the essence of the philosophy of Faber Cre8tive.
In the case of our luxury customers, colour strategy is not a by-product; it is a pillar of their international identity. We know how perfectly set a colour story can push a brand from being recognized to being worshiped. It adds a feeling of luxury, exclusivity, and deliberate nature that appeals to up-end audiences.
Take into account the careful editing of colour in high-end car brands. The exact colour of silver on a Mercedes-Benz is associated with the accuracy of engineering and restrained style. The dark, rich blues and greens of a Rolex advertisement are murmurs of tradition and permanence. These are not accidents; rather, they are the product of expert use of colour psychology.
Colour is the immediate presenter of your brand in a world of overload of information, and attention is limited. It is the decision-maker of the moment, the mute persuader, and the architect of the consumer perception. This is a potent and less-recognized factor that we are fashioning into the strongest asset of your brand at Faber Cre8tive. We should open the complete potential of your brand.
Now, imagine a future, a future that you will not only have a brand, but a brand that will be alive with purpose and heart in every nook and cranny of the world. Since with Faber Cre8tive, the colour story of your brand is not only viewed, but experienced, recalled, and loved.
