Colour can be a powerful tool. Consider colour carefully when planning your marketing collateral. Colours can trigger emotional responses and you can use this to your advantage. Your brand’s colours are an essential component of your business brand and corporate design.

Public and commercial sectors have used colour theory and psychology to influence consumer emotions. For example, pale pink (often associated with baby girls in western culture) has been used in prison cells to help calm violent criminals.

Consider the potential effects 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. Colours have different associations and symbolism across cultures. It is becoming an 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 such as 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 customer’s experience as favourable and productive as possible. It is in your business’ best interest to engage customers for as long as possible, which will help you achieve your marketing goals.