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Colour psychology

Choosing the colour for a brand is not a decision to be taken lightly, as they are capable of transmitting sensations and emotions to society as a whole. In fact, colour has a great influence on purchasing decisions and is an important element in creating a brand's personality.

The psychology of colour is taken into account in markets such as advertising, marketing or design with the aim of persuading the target audience to which their campaigns are addressed. The field in question studies and determines which emotions and behaviours colours provoke in people and how this can influence their purchasing decisions, always bearing in mind that there may be differences depending on culture, education or gender, for example. Let's see what each warmth conveys:


It has the ability to attract attention at first sight. It is the colour of passion and danger, ideal to stimulate people to make quick decisions. It is also associated with energy, so it is often used to promote games, cars or sporting goods. It should be used in its right measure, as its impact can become saturating.


It transmits fun, vitality, security and friendship. Being a warm colour, it produces a stimulating effect and has a high visibility. It is often used as an alternative to red to attract attention without saturating the customer and is often used to stimulate sales. On the other hand, it is capable of arousing appetite.


Another colour that evokes cheerful feelings and is identified with youth. As it attracts attention quickly, this colour is often used to advertise sales or discounts, so it does not usually appear on premium products.


The colour of nature, but also of money. It is related to ecology, hope, balance and harmony. It is often used in brands related to the environment or health. Meditation centres also opt for this shade on many occasions.


Blue produces a calming effect and provides security, freedom and nostalgia, so it can be used to transmit security to customers. It is often used by banks, hospitals, travel agencies or companies that sell cleaning products. It is not usually used in the food industry, as it inhibits appetite.


Besides being the colour of feminism, purple is associated with wisdom, creativity, magic, exclusivity and luxury. It is commonly used for exclusive or beauty items and feminine designs.


Symbolises elegance and sophistication, although it can also convey negative connotations such as sadness, heaviness or loneliness. Therefore, it is applied in luxury or fashion brands aimed at the high purchasing power public. It is worth noting that it is a colour that stylises and can give a sense of minimalism.


Purity, clarity, innocence, youth...white is widely used for backgrounds because of its ability to give a perception of space. It is also the colour used by some charitable or religious organisations. It is also very successful in weddings and medical products.


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