Colour can be a powerful tool and should be considered carefully when planning your marketing. Colours are trigger emotional response and should be strategically chosen as part of your business brand and corporate design.

Colour psychology study is in-depth and has been used by public and commercial sectors to subconsciously influence consumer emotions. For example, pale pink (often associated with baby girls in western culture) has been used in prison cells to help pacify violent criminals.

It is important to consider the potential impacts – both positive and negative – that colour may have on your brand and the emotional implications to your client. Your target market’s geographic location is just one example of the parameters to be considered, as colours have different associations and symbolism across cultures. This is becoming increasingly important issue with global brands.

A professional designer will take into account the product, target market and make educated choices when developing your brand palette. The palette will need to work consistently across all mediums including your logo/identity, TVC, print, social media, and web.

Colour is just one visual element which is the first point of contact for all sighted consumers  ­̶̶  work with your designer to make your clients’ experience as favourable and productive as possible. It is in your business’ best interest to engage customers for as long as possible, which will in turn help you achieve your marketing goals.