Ways to use colours to tell stories
90% of customers make snap judgements on brands and products based solely on colour. This is why colour is as important as a name and logo in branding your business. Try to imagine Victoria’s Secret without its iconic pink imagery. It feels wrong, doesn’t it? Colours are so closely associated with brands and products that most companies reserve an entire section of their brand guidelines just for its specifications.
Why do companies give so much importance to colour? Because of its remarkable psychological impact on consumers. Even though consumers might not always be aware of this, many marketers use colour psychology to invoke different emotions and responses. New brands should embrace hues that distinguish them from their competitors, so they have a better chance of standing out and making an impact.