The Science of Choosing the Best Colours for Promotional Product Development

Choosing the right colour for your brand logo can be crucial. It plays an important role in product development and identity. Having the wrong choice of colour can lead to marketing failure. Introducing the wrong colour combination in your ads affects your target audience’s response. For these reasons, you must consider careful product development planning, and understand why colour plays a crucial role in developing brand identity.

The Importance of Choosing Colour in Marketing

  1. It interprets why your product exists.

There’s a psychology in presenting your chosen colour to the market. Colour represents how a product can help the consumer.

Take note of how many social media sites use the colour blue: Twitter, Skype, Facebook, and LinkedIn. Blue is often associated with trust. Social media sites cater to the most important information for every user, data privacy. 

A user has a choice to download either Facebook Lite or Facebook App. Notice why Facebook Lite’s background has switched to the colour white. Its focus is to provide lighter social media service features that will work for 2G phones with less RAM.

  • It represents your brand’s value.

Colours represent meaning. It leaves an impression on your audience. One may identify the niche your product represents with colours.

Most pencils are sold in yellow colours. In the 1800s, China has the world’s best graphite. Pencil makers in America represented pencils’ composition with the best crystalline, graphite.  Manufacturers want to leave a regal feeling when using pencils.

Colours made a transition in representing pencils. It’s made of nature-friendly material when the pencil is green. A pencil is made of high-quality charcoal when it’s black. A blue pencil, like Staedtler, flaunts a royal feeling that it’s made in durability and high-quality.

  • It serves as communication to your target audience.

There are reasons why Call-to-Action buttons are coloured red. “Buy Now” is a message that marketers found critical. Minutes can change a buyer’s mind when distracted. That’s why most sellers choose red in their tags.

Three stand-alone colours deliver a message even without text: red, orange, and green. They simply say stop, ready, and go.

When your website sticks to its theme, think of a good combination that goes well with your CTA’s like Learn more, Sign Up or Contact Us. These are messages that are critical to getting the buyer’s attention.

  • It creates an impact on consumer’s buying decisions.

Red signifies excitement. The one word “Sale” is a message that attracts more consumers. It simply tells you can only buy this product at this price for a certain period.

An awful colour combination distracts costumers. Never use neon colours in flashing ads. Do not use a light colour in a white background. Do not use closely shaded colours like pink and magenta, neon green and green, white gradients background with white texts, or multiple coloured texts.

  • It makes your brand relatable to your audience.

You do not use pink colour in selling products for men. When your product defines masculinity, go for dark blue or black.

Pink also caters to young female audiences. It represents youthfulness. This is why most facial cleansers or facial products are sold in yellow colour.

How Do You Choose the Perfect Colour for Your Brand?

  1. Set a goal for your brand or promotional campaign.

Being an entrepreneur, you are innovative. Create a goal. List your answers to the following:

  1. Who is your target audience?
  2. What do you want your target audience to see in your brand?
  3. How will your products help your consumers?
  4. What messages do you want to convey in your promotion?
  5. What personality or brand traits do you want to incorporate in your brand or logo?

Careful analysis of this information helps experts to interpret your vision or goals. Specific goals help experts find the right colours to put in your brand logo or marketing campaign.

Make these three things clear to your team:

  1. Mission-Vision Statement
  2. Marketing Campaign goals
  3. Target Audience
  • Find the right persons that can help you represent your brand.

A good team will help you achieve your promotional goals.


To have a better understanding of your audience, get an experienced marketer. Thry will closely work with your team and monitor if the campaign is working towards your goal.

Graphic Designer

In choosing colours, engage a graphic designer with exceptional expertise. An expert graphic designer knows well how to play with colours.

  • They can interpret your vision.
  • They can find the best colours to use for a logo design.
  • They know what colours are pleasing to your promotional materials.


The copywriter writes compelling words to attract your audience. It pays to get their expert opinion in choosing the colours for texts and CTA’s. They understand if the colours used work well with the message of your advertisements, emails, newsletters or CTA’s.

They know which texts need colour emphasis. They will work closely with your graphic designer.

Web Designer

Web designers provide the layout. Imagine having a great team that can say your colour theme suits the web layout.

  • Introduce chosen colour to the market and monitor consumer’s behaviour.

When Spotify changed its colours from lime green to a brighter green, people started freaking out. Users turned to Twitter in providing their response to the colour upgrade.

However, its design team responded to the public to justify the upgrade. As experts, they know when a logo needs an update. They wanted a fresher look that would cater to younger audiences. The new vibrant colour adds up to the pop feeling that Spotify wants to introduce to younger audiences.

  1. Develop your brand’s colour to adapt to marketing trends and changing consumer behaviour.

The market is constantly changing. If your company has served long enough, sometimes you have to revamp your marketing approach.

Google had changed its colour on its sixth letter. When they started in 1997, its six-letter words had five colours: (in order) bright red (G), dark red (o), blue (b), neon green (g), yellow (l) and another bright red for E. It changed dramatically in 1998 using the three primary colours and one secondary colour, green. Now it’s fixed with the same colours but in a different order.

According to its designer Ruth Kedar, good artists know the significance of colours. An interpretation of this development is that Google wants to start with a widely known and accepted pattern (primary colours). However, Google wants to break the pattern by introducing a new pattern through innovation (green, a secondary colour).

The primary goal of Google is to organise the world’s information. It has dominated other internet browsers even our once-favourite, Yahoo. As a leading browser, it didn’t stick by just being a source of information. It paved the way for innovators and businesses to reach their desired audiences. It adapted to developing technology and even challenges hardware technology manufacturers like Apple.

Do you see how the colour order changing patterns work with their development?

It’s your turn to choose the best colour for your brand and plan your product development strategy.