Colours are powerful in shaping our lives and influencing emotions, perceptions, and decisions. Every shade carries a unique meaning, which is why brands carefully choose colours to market their products and appeal to specific audiences. From using bright, playful hues to engage children to select more sophisticated tones for adults, colours can communicate values like stability, endurance, or luxury. In this article, we’ll explore the fascinating world of colour psychology and uncover how it’s applied in real life by brands to captivate their target audiences. Let’s dive in
Luxury
Looking at the packaging above. What does this colour make you think about the price of the shoes? The guess will be pretty high right? By looking at the packaging you can figure out the price of shoes, how it that possible — because of colours, logo and fonts.
Brands use colours like ochre, dull, and gold to symbolise luxury. If you look at any luxury brand like LVMH, Dior etc they will use these colours to symbolise luxury and exclusivity as they want to make you feel that you are a part of a very small club of the eLites, this feeling is what these colours make you feel.
if you look at any brand selling luxury clothing they never show very vibrant packaging or bomb colour in their packaging , the colour is always subtle and a little dull, because the subtle colour looks simple and sober at the same convey luxury, loud colours never convey luxury, they show community which is inclusive and not exclusive that s why it Is very difficult to make a luxury brand in streetwear sector because the designs are always flashy.
Red
Red colour is also prominently used by several brands because red has several meanings. It conveys urgency, hence the companies who create products associated with urgency always use red colour. Red colour also symbolises excitement, so the products that tend to create a sense of excitement have these colours.
If you look at delivery chains such as Wendy’s McDonald's and Pizza Hut, they use red a lot because they want to propagate urgency as well as excitement for their product. Or if you look at Redbull, DQ etc they also use red frequently because they also want to convey these feelings
If you look at quick commerce apps, the buttons to buy, add to a card or to view are always red because it stimulate the feeling of excitement and urgency. Try looking at the UI design of DoorDash and notice how much colour red they use as their action colour.
Trust, reliance, medical
If you would have noticed, in many airlines they use a lot of blue in the plane interior, say for Indigio etc, or when you visit the hospital you will see a lot of blues, why is that because blue symbolises calmness and trust, therefore, planes and hospital use blue because they want there customer to be calm and comfortable which use the service.
If you look at the logos of Paypal or Paytm, they too use a lot of Blue because they want to establish trust as it is one the most important factors in the banking industry. Blue always has a calming effect on individuals hence the consumer will be more calm and comfortable with using these banking apps
Organic
You look at companies who sell organic products or farming equipment they always use green colour because the green colour is the colour of nature this the average consumer will have a thinking that the product will be organic, hence they can be carefree and worry-free they will not cause themself harm by consuming this product
This is also used by beauty brands whose USP is it being natural and organic. See Body Shop for example they market itself use completely organic products hence there packaging and stores are very green to trick the consumer mind to thinking that the product Is completely organic and chemical-free
Conclusion
Colour plays an important role in our life not only basic colour but the combination of colours to keep this article short and sweet I did not cover gradients and a mixture of colours but that also plays a massive impact in promoting the product. A person can use colour in order to position their product and find the product market fit
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