Colour is something that people seem to think about a lot, but also don’t seem to think about at all. The reason for this is that most people have preferences with colours, but fail to understand how much of a role it actually plays in their everyday decisions, namely buying goods and services. I have included an interesting infographic above that I saw recently and I think this really helps to explain some of the powers of colour that we don’t necessarily realise.
Judgement subconsciously based on colour alone
90% of judgement is subconsciously based on colour according to the graphic and this fully explains our predetermined colour preferences that are based on a number of things, such as our personalities and where we live. Of course people tend to have their own preferences when it comes to colours, however most people have a very usual range of colours which could be their favourite and this could be why objects like stylus pens are made in distinctive and more usual colours like red and blue, that people are much more likely to notice.
Judgement occurs quickly
The infographic suggest that people have judged a product after a very short 90 seconds and this gives product designers very little time to actually impress the end user of the product. Therefore the colour and design elements become even more important and shows that the way a product looks is very important to people. This can explain why there is now a tendency for things to be bright and noticeable colours, to attract people to the object and help them make that quick 90 second decision.
Colours improve brand recognition
80% of people, according to the infographic, believe that colour increases brand recognition and it is not hard to see why. When a brand is consistent in the way it represents itself with colours, it can easily make people recognise their brand, even in situations where they might not be able to fully see the advertisement. For example, imagine that you are far away from a Coca Cola billboard and you see the distinctive red and white, but you can’t see it well enough that you can see the logo. Even though you can’t see the logo the colours have already reminded you of Coca Cola and there is a very deep association that has been created from a long time ago. Other things can also remind you of Coca Cola, even if they don’t necessarily relate directly to it, but look similar.