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The importance of colour in marketing and branding

Colour is one of the most important visual aspects of all time. Not only does it have the ability to visually capture your audience, it also has the power to influence moods, feelings and behaviour, as well as psychological reactions & decisions.

If used wisely, you have the ability to evoke certain feelings and emotions from your audience in order to be of a beneficial value to you. This is because colour is both emotional and practical. Understanding the importance of colour and how to use it can drastically increase your brand recognition alone, nevermind its overall success. Thus, not just focusing on how to stand out, but also how to psychologically connect with your target audience.

Understanding your customers, audience and target market plays a big role and is one of the very first things you need to focus on – since the very foundation of what you do is built on this. The same goes for your brand values and the fundamentals on which you build your brand. Once you have established the above, it is simple enough to narrow down your research as to which colour techniques will boost your brand.

Some of these techniques are as follows:

  • colour choices
  • saturation
  • gradients
  • texture
  • brightness
  • contrast

Colour choices

Colours drive emotions and actions. Which tone do you go with, warm or cool? Bright or pastel? Do you take a minimalistic approach and use one or two colours or do you decide to embrace the rainbow and go for “the bolder, the better” outlook? It is important to look at the global message that certain colours convey and which emotions they trigger. For instance, blue is considered as calming, which is why you are most likely to see numerous spas and retreats opt for blue as their most prominent brand colour. Green is linked to nature, health and freshness, which is why it has been a popular choice for pharmacies, fresh produce merchants and outdoor activity product retailers.

Saturation & Brightness

Brightness is defined by the intensity of light illuminating an object. The saturation and intensity of a colour can be used as a marketing ploy to easily draw attention to something specific, whether it is an “order now” button, “special offer” announcement or “for more info” option.


The usage of gradients can be super versatile. You can opt for something bold or subtle, being the focal point of a design or merely a background element. Mixing and blending different shades of colour can add a refreshing and unique feel to designs.


Texture has the ability to add personality to a design and stimulate our collective senses. It can be used to create depth and contrast, with the power to draw the audience in, making them want to examine an object more closely.


Contrast is how one colour stands out from another, making texts or objects more distinguishable from the background. High contrast is generally the best choice for important content. Low contrast techniques are usually used when trying to make something look more beautiful & surreal.

Always remember to have a clear, concise vision of who you are as a company and what you want to achieve before embarking on establishing your brand identity or marketing campaign. The usage of colour and its techniques is still massively undervalued and unappreciated today, but if used correctly, it has the power to be a pivotal asset to your company.

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