EDITORIAL

Elevation

The Psychology of Colour

What do Ferrero Rocher, Facebook, Veuve Clicquot, and Ferrari have in common? Each of these companies are renowned for their distinctive brand colours.

Ferrero Rocher is an opulent gold, while Facebook is a bold blue. Veuve Clicquot is an iconic orange, while Ferrari is synonymous with Rosso Corsa Red.

However, research suggests that the use of colour transcends the singular function of brand recognition. When used strategically, colour can also evoke emotion in and influence the opinions and behaviour of consumers. To understand how and why, we must look to the psychology of colour.

In their article for the Annual Review of Psychology, Andrew J. Elliot and Markus A. Maier (Professors of Psychology at the University of Rochester and the Ludwig Maximilians University respectively) explore how colour influences psychological functioning. According to Elliot and Maier, “colour clearly has aesthetic value, but it can also carry specific meaning and convey specific information” to consumers.

The creative minds behind Masterclass go as far to assert that colour can even evoke physical reactions in a viewer. They claim that red, for example, can increase a viewers heart rate and blood pressure, while green has a more calming effect.

In 2012, Lauren I. Labrecque (Associate Professor of Marketing, University of Rhode Island) and George R. Milne (Professor of Marketing, University of Massachusetts Amherst) advocated for more colour research in the realm of marketing, suggesting that the strategic use of colour has the potential to alter a brand’s personality and influence the purchase intent of its consumers.

We’ve already highlighted the way that certain brands can become associated with a particular colour, but what effect do colours have on a consumer’s impression of a brand? In her 2022 TedX Talk, Marketing and Sales expert Patricia Thenisch stated that 62-90% of a first impression stems from colour recognition. This statistic makes it very clear that, when it comes to choosing the right colours for your brand, the stakes are high.

At LOVR, every decision we make when developing your distinctive brand identity, including devising the unique colour palette, is very carefully considered – grounded in rigorous market research.

LOVR Atelier: Frida Kahlo