When it comes to building a brand identity or a content marketing campaign, it can be difficult to know where to start. You may have an initial idea but bringing it to life and getting your message seen are always harder than initially thought.

Generally, you want your content to resonate with your audience in some way and for them to reach and engage with your marketing. A study published in the Journal of the Academy of Marketing Science suggests that the psychology of colour may also be key to accomplishing this objective. The study demonstrates that consumers’ response to a brand’s identity and its use of colour may also affect their affinity for a brand. This means that marketers who successfully use colour psychology can influence purchasing habits and brand loyalty. While no one colour has been proven to drive sales more successfully than others, the use of colour psychology does appear to impact a brand’s ability to make itself stand out.

Many brands make use of the Isolation Effect, a principle that suggests that a unique colour in a field of uniform hues will stand out more. Brands that apply this psychological principle to brightly coloured call-to-action buttons on their monochromatic landing pages, or to bold packaging that stands out among competitors on store shelves, may have much more success in driving consumers to purchase. Colour is just one of many psychological tools that marketers can use to build successful brands.

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