How to Use Colour

We try and provide interesting reading ourselves at Brian Juicer Blog, but every so often we find a post by someone else we just have to link. For instance, “Color Psychology In Marketing: The Complete Guide” by content marketing firm Coschedule – a gobsmackingly detailed guide to how to use colour and what each colour ‘means’. Even if you’re sceptical of some of the psychological insight, you’ll pick up some design basics which might make your next presentation a lot brighter.

And some of the material is fascinating – like this survey on the associations of colours and words.

colours and wordsNo wonder so many companies use blue, the colour of trust, reliability, and security.

From our perspective, the most crucial use of colour is as an asset a brand can ‘own’ – a mental association that builds Fluency for a particular brand and makes it more recognisable and thus more likely to be picked in a fast System 1 decision. Take Santander, for instance. Underpinning the bank’s rapid market share growth in the UK was its saturation use of a particular shade of red. Bright and dynamic, it helped the bank stand out in a market both highly competitive and slow to change. When we surveyed the distinctive assets of banks last year, Santander’s ownership of red was unchallenged – no mean feat, since several other banks use it. Colours matter, but they matter most when you can make them yours.


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