Product colours influence the way consumers view the ‘personality’ of a brand – they have an impact on the way people interact with it and influence their buying decisions.

The colour of a product and its packaging, as well as the way it’s displayed, is the first thing a consumer spots in a shop or showroom, even before they ask about a product’s features.

Research shows we make subconscious judgements about other people, our environment and products within about 90 seconds, and that between 62% and 90% of that assessment is based on colour*. Another study claims that 92.6% of respondents said visual factors were the most important elements of a buying decision**.

It is not a surprise then that companies invest heavily when choosing their product colours, which ultimately will have the power to increase brand recognition and attract attention. Colour helps customers process the information they receive and affects the decisions they make. Over time some colours become associated strongly with certain products, and gradually become an emblem of trust and quality for that brand.

The product colours you choose for your promotional merchandise are therefore a key consideration. It will have a significant impact on the success of your overall marketing campaign.

Promotional products are available in a selection of colours but in most cases they can be bespoke manufactured to a brand’s specific pantone colours. Remember that one’s surroundings can affect how the product colours are perceived. For example, when choosing a product that’s going to be used outside think of viewing samples in sunlight, but if it’s a desk accessory then preview indoors.

There are no hard and fast rules or right or wrong uses of colour, but making a poor colour choice for your design will undoubtedly affect its success. Arcadia Branded Merchandise can help you find the right product colours for your promotional merchandise.

*          CCICOLOR – Institute for Color Research

**        Secretariat of the Seoul International Color Expo 2004

Make Memorable Merchandise

[mailmunch-form id=”172197″]

Jason Markwick

Having worked in Promotional Merchandise for the last 25 years I have been exposed to all aspects of the industry. Starting out as an account manager working with some of the worlds leading brands, I have learnt to understand the needs of a client, manufacturing processes, and what it takes to deliver a successful promotional campaign that is on brand, on time and within a given budget.