Colours Within Brands
During the Greenall’s Gin project, it will be important to stick to the brand colours to make it more appropriate and to keep the material consistent throughout, I will also need to use appropriate colours to what the type of media is i.e posters, coasters and apps.
In a study titled “Impact of colour on marketing,” researchers found that up to 90% of snap judgments made about products can be based on colour alone, depending on the product. Regarding the role that colour plays in branding, results from another study show that the relationship between brands and colour hinges on the perceived appropriateness of the colour being used for the particular brand (does the colour “fit” what is being sold?). (Gregory Ciotti , 2016)
The quote states that it is important that the colours you choose fit what is being sold, therefore, it’s important for me to stick to what the target audience will like but within reason as brand awareness will also need to be made clear.
Using the right colours will be important within my competition brief to make sure I am targeting the right audience. Although colour psychology isn’t an exact science, some may get a better response with millennials/ young adults;
“Colour psychology is not an exact science and there are no right or wrong colours, only colours which may get a better response than others from your target market” (No name, 2009).
Therefore, there will be no right or wrong answer but it will be important to use colours that millennials react to best and using colours that work well together and get the right balance.
Figure 1 outlines preferred colours from males and females, then goes on to explain what both genders prefer and are most suitable within business marketing;