As humans we love colours! The physical feelings and perceptions such as associations, behaviours, influence, choices, … are all different outcomes produced by colours. They convey our messages, glitter our lives, elicit our emotions. Every year, the world-renowned authority on colour, Pantone Institute choose a colour to illuminate global trends, opinions, developments and sentiments shaping in our societies. This year Ultra Violet – Pantone 18-3838 has been dubbed the colour of the year, suggesting a sentiment of “to the infinity and beyond”. Enigmatic purples are symbolic of freethinkers, eccentrics, and impactful individuals. It extensively implied pushing boundaries besides connecting to mysteries of the cosmos. It has also been associated with mindfulness and spiritual practices, used in meditation spaces and in social events to encourage bonding.

Before to suggestions on how to use the colour of the year in your branding and event management, let’s look at why colours play a vital role in our world.

How do colours affect purchases?

• Colour increases the extent to which general public recall a brand by 80% .
• 93% of consumers place visual appearance and colour above other factors.
• 85% of consumers place colour as a primary reason for their purchase.

The correlation between the idea of a product or a company to public perception, for the most part, is triggered by colours. They are the most powerful method to design the brand value. Here is an infographic of how businesses communicate their values through the language of colours:

Image Credit: The Logo Company

In series of studies, Jennifer Aaker, psychologist and Stanford professor, has developed a theoretical framework of the brand personality construct. The research indicates that there are 5 core dimensions to set of human characteristics: Sincerity, Excitement, Competence, Sophistication, and Ruggedness.  For example, the personality traits associated with Coca Cola are – All American, Real, Cool -,  these traits differentiate Coke from its competitors such as Pepsi: Hip, Young, Exciting. On that account harmony between the set of human characteristics and the description of the brand, play a role in brand preference.

Notably, to influence engagement, affinity and transform the audience intent, associating colour, strategically, is an element that plays a role in forming the perception of brand personality traits. Having said that, the critical factor is that you should not characterize your brand with colour associations but the colours should support the values and characteristics you want to represent. Grasping the connection between the mindset of the public and the shades attributed to brand personality dimensions or skillfully elaborating the saturation of colours to accentuate the brand personality traits is of the utmost importance.

How to embrace the colour of the year Ultra Violet in your branding

• Ultra Violet conveys luxury, wisdom, magic, spiritual, creative, enigmatic, enterprising, provoking optimism – Relevant and appropriate for brands carrying these values
• Significant to a movement – As seen in the past, purple has been used to reflect a cause such as:  “the invisible fringe of the rainbow”, penned by a “UltraViolet”, a newsletter for lesbian and gay liberationists, or the Suffragist quote “Purple is the color of loyalty, constancy to purpose, unswerving steadfastness to a cause.” Presently is widely embraced by women empowerment, press for progress,…
• More suitable for digital designs versus print
• The colour is controversial, some like it some hate it! Using it as an accent promotes the idea or the objective.

Categories: Branding, Promotion Tips Folder

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