The psychophysiological effects of colour on the consumer and its influence on brand identity

Abstract

Colour has been proven to have a significant influence on consumers. It could determine their purchase decisions and perception of a particular brand. Marketers and designers can take advantage of such a discovery and implement colour theory as a tool in order to manipulate consumer decisions and ultimately achieve a desired response. This dissertation explores how local marketers and designers make use of colours’ psychophysiological effects to influence the consumer. It also explores the influence of colour on brand identity. For this purpose, the researcher has investigated this phenomenon among local practitioners within the marketing and design industry. For this study, primary data were gathered through semi-structured face-to-face interviews with 12 local practitioners. This qualitative study sought to uncover the interviewees’ insights, opinions and perceptions of the psychophysiological effects of colour. The interviewees agreed on the belief of the effect of colour on the human brain. Moreover, they recognised the importance of taking certain demographic factors into consideration when making use of colour. Consequently, it is important for marketing practitioners and designers to recognise such factors in order to successfully adapt the right colour to their target market. Lastly, this research posits that a brand’s value can be illustrated through proper choice of colours. It implies that the designs featuring the right colours can ultimately act as a tool to improve the brand’s positioning in the consumers’ minds, whilst also allowing them for an increase in awareness and customer recall.