Colour Psychology - The Visual Language of Marketing

Recently, I had the pleasure of discussing colour psychology with some of my students, and it struck us just how profoundly colours shape our perceptions, decisions, and experiences—especially in fields like marketing and gaming.

From the vibrant reds that ignite urgency to the calming blues that inspire trust, colour can evoke emotions and drive engagement in ways that words often can't. Pioneers like Johann Wolfgang von Goethe and more recently, Angela Wright, have laid the groundwork for understanding how colour influences human behaviour, and their insights remain pivotal today.

A prime example from the UK is the beloved Cadbury brand. The rich purple not only grabs attention but also fosters a sense of luxury and nostalgia, making it a perfect fit for their marketing strategy.

Carl Jung famously stated, "Colour is the mother tongue of the subconscious." This quote encapsulates his belief that colour communicates directly with our unconscious mind, expressing emotions and ideas that words often cannot convey. It highlights the profound connection between colour and our inner psychological experiences.

In gaming, colours aren’t just aesthetic choices; they are integral to the player experience. Consider the contrasting palettes used in games like Fable—where lush greens evoke a sense of adventure, and ominous blacks can hint at danger.

Colour isn’t merely a visual element; it’s a powerful psychological tool that can elevate brands and create unforgettable experiences.