The Psychology of Colour in Marketing – How to use it effectively

Colour psychology is a fascinating field that studies how colours affect our perceptions and behaviours. In marketing and branding, it's all about how different colours shape consumers’ impressions of a brand and influence their decisions. Imagine walking into a hotel lobby and being greeted by a carefully chosen palette of colours all designed to create a specific emotional experience.

In this blog post, we'll explore how colour psychology impacts guest and client experiences and how it can be used effectively in hospitality and luxury marketing. We'll dive into insights from interior designers and psychologists to understand how different colours can promote calmness, stimulate energy, and even affect appetite. Whether you're creating marketing assets, building a new business, or rebranding an existing one, understanding the power of colour is essential. 

A study on colours and price offers by Benedetta Grandi has shown that colours are effective in improving the performance of in store marketing strategy, yet it is more than just in-store marketing. Colour choice actually has a significant impact on how consumers perceive and respond to brands, products, and messages. In fact, up to 90% of people base their first impressions of a product on colour alone, according to Satyendra Singh’s Article “Impact of Color on Marketing.” 

While colours are proven to be very effective in consumer behaviour, it is still an overlooked area of marketing that could bring a lot of benefits to brands around the world. When choosing  a colour for your brand, whether it’s a hotel, restaurant or luxury brand; you should think of your brand as a person and identify the colours that reflect its spirit, values and character. Once you analyse your brand’s voice and character, then it is time to learn what each colour represents to successfully speak to your brand’s audience. For instance, blue often conveys trust and professionalism, while green can symbolise growth and serenity. By carefully selecting the colours that align with your brand’s identity, you can create a strong emotional connection with your customers and stand out in a crowded market.

Here are the psychology of some individual colours and how you can implement them in your marketing portfolio:

The Colour Psychology of Red

Red is often associated with energy, war, danger, strength, power, determination, as well as passion, desire, and love. It can enhance human metabolism, increase respiration rates, and raise blood pressure. When you think of major fast food brands like KFC, Burger King, and McDonald’s, you’ll notice that most of their logos feature a shade of red. This highlights how red can stimulate appetite and create a sense of urgency, making it an effective colour for the food industry.

For businesses in the hospitality industry, incorporating red into your design can have a similar impact. Use red accents in your restaurant’s decor to create a warm and inviting atmosphere, or integrate red elements into your hotel’s branding to convey energy and excitement.

The Colour Psychology of Blue

In contrast to the intensity of the colour red, blue evokes calmness and serenity. When people are asked to picture a tranquil scene, they often envision vast expanses of blue, such as a still lake or a clear sky. Blue symbolises inner reflection and thoughtfulness. Research has shown that blue can have a calming effect on the body, lowering heart rates and slowing metabolisms, the opposite of red's stimulating effects.

Blue is also widely used by cleaning brands, as it conveys cleanliness and purity. Hospitality businesses can harness the power of blue in their marketing and environments to create a peaceful and welcoming atmosphere. In this sense, hotels can use blue in their rooms and lobbies to promote relaxation, while restaurants might incorporate blue in their décor to provide a soothing dining experience. Additionally, blue elements in branding can help convey a sense of trust and dependability, appealing to guests' desire for a comfortable and reliable service. Blue is also ideal for promoting relaxation and wellness, making it a great choice for spas and wellness centres that aim to provide a calming experience.

The Colour Psychology of Green

Green is the easiest colour for the eyes to process and brings to mind health, freshness, serenity. These explain why green appears in the logos of brands like Whole Foods and Starbucks. Each brand aims to ensure consumers feel they're investing in their health.  

On the other hand, hospitality brands can also use the power of green to evoke feelings of relaxation and rejuvenation, creating an atmosphere where guests feel welcome and at ease. By incorporating green into their branding and interior design, hotels and resorts can convey a sense of tranquillity. When it comes to luxury brands, as green is also highly associated with nature, it can be used to suggest that luxury products are both high-quality and eco-conscious, appealing to an audience that is sustainable. 

The Colour Psychology of Yellow

Yellow is a vibrant colour that inspires movement and energy .As a vibrant and attention-grabbing colour, it can evoke feelings of joy and warmth, conveying friendliness, creativity, and enthusiasm. It’s a popular choice for fast-food restaurants like McDonald’s, paired with red to stimulate appetite and encourage quick turnover. Brands like Sprint and Ferrari also use yellow to reflect the speed and efficiency of their products. For hospitality brands, yellow accents in dining areas can stimulate conversation and energy, enhancing the guest experience. Additionally, using yellow in promotional materials can attract attention and highlight special offers or events. Yellow can also be used in limited edition product packaging or seasonal collections to draw attention and create a sense of urgency.

The Colour Psychology of Purple

Purple is a colour often associated with royalty, luxury, and sophistication. It evokes a sense of mystery, creativity, and wisdom, making it a powerful tool in design and marketing. The combination of the stability of blue and the energy of red, purple can create a balanced and intriguing aesthetic. Luxury brands can use purple to emphasise their high-end and exclusive nature, adding a dramatic flair to product packaging, advertising, and store design. On the other hand, hotels and restaurants can incorporate purple to add a touch of sophistication to their interiors, creating a luxurious atmosphere that appeals to guests seeking a high-end experience.

For more insights on the psychology of colour, you can check out our other articles below on this topic. If you're ready to use colour to create a compelling brand identity that truly reflects your values, you can reach out to us to create a vibrant and effective branding strategy that resonates with your audience!