Psychology of colour in design

The Psychology of Colour in Marketing and Branding
Gregory Ciotti, Marketing Strategist
April 13, 2016

'The psychology of color as it relates to persuasion is one of the most interesting--and most controversial - aspects of marketing.' 

In this article, the question as to why colour psychology is backed with so little factual data is answered in terms of their being so many varying factors that can influence the effect colour can have on an individual. Elements such as personal preference, experiences, upbringing, cultural differences, context, etc. When investigating colour, it is perhaps key in controlling as many extraneous variables as possible to ensure that the conclusion drawn is not lowered in validity. 

The article also states that 'color is too dependent on personal experience to be universally translated to specific feelings.' Is this subjective to the investigation? 

'In an appropriately titled study called Impact of Color in Marketing, researchers found that up to 90% of snap judgments made about products can be based on color alone (depending on the product).' This would suggest that colour does have an affect on a persons response and therefore is a key area to explore in design. This is further supported by research that concludes that the brain responds better to name brands (Radiological Society of North America, 2006). It is therefore important for new brands to use colours that differentiate from their competitors in order to stand out. However, does this go against the use of colour if consumers are more likely to go with what they recognise?