Colour in branding

Have you ever wondered why companies like Facebook use predominantly blue, while those organisations focused on growth and creativity choose green? The answer lies in the psychology of colour and design. Because the fact is, up to 90% of first opinions come from colour alone.

What exactly is the psychology of colour?

In simple terms, colour plays an essential role in creating a strong first impression for your customers or clients. The problem is, not every person will respond to colour in the same way. In fact, it’s not always a particular shade itself that has the biggest impact on your audience, but how “appropriate” that colour feels in the context of your brand.

So, the key to success is not only understanding what each colour means from a psychological perspective, but learning how your ideal customer will respond to the chosen colour(s).

The psychology of colour in marketing and branding

When it comes to the psychology of colour in branding and marketing, research suggests that colours improve brand recognition by up to 80% (Tiffany blue, anyone?). So, needless to say, it definitely needs to be considered in pretty much everything from logo design, to your marketing materials, and even the way you build your website.

In other words, a company shouldn’t just cling to a certain colour because it’s appealing to them, or because they think competitors in their space have done well using similar shades. Things like purchasing intent, customer affinity, brand relationships and even marketplace position all come down to how the target audience views a brand’s personality and identity, so pick a colour that works for them.

Choosing brand colours is actually not that hard if you know what you’re trying to communicate. But once you establish that, and what your brand’s personality traits are, how do you determine which colours will work best? It starts with first learning the emotional associations of each colour.

What’s the meaning of different colours?

Here’s a summary of meanings and the effect that different colours can have on people. But before you check out the below, keep in mind that the effect of a brand’s colours depends on the style and design they are used in, as well as the chosen colour combinations. Our list is fairly basic too. Our connection to colour actually goes a lot deeper than this (for example, too much yellow can actually cause anxiety).

Needles to say that we’re absolutely in love with Pantone’s Very-Peri (for obvious reasons)! To find out more about it visit their website.

If you want to learn more about how colour impacts emotions and behaviours or need help with your branding, then why not have a chat with us. We’d love to help!

Why you should move to GA4 now

In March this year, Google officially announced that Universal Analytics (UA) properties will stop processing new hits and will permanently shut down in mid-2023, to make way for the latest version of Google Analytics, putting many businesses at risk of losing valuable data.

Universal Analytics was originally introduced in 2012 and set a new standard for how user data was collected and organised. UA offered new tracking codes for websites and features that more accurately measured user behaviour.

What is GA4?

Google Analytics 4, you’ve guessed it, is the 4th generation of Google Analytics. It was actually launched 2 years ago and has several advantages over the current Universal Analytics.

It’s privacy-focused and offers seamless integrations with Google’s advertising platforms to optimise campaign performance and drive greater marketing ROI.

But best of all, GA4 also has Machine Learning (ML) at its core. This enables it to make predictions about the future (like, which visitors are likely to convert in the next 30 days) and helps it fill in the measurement gaps (ie. show revenue from clicks even when that customer is using an ad blocker), how cool is that?

Here’s what’s going to happen

Until July 1st 2023, the current Universal Analytics will still continue to collect data on websites in your GA account.

After July 1st 2023, you’ll be able to access historical data in your Universal Analytics account for up to 6 months.

Why is Google doing this?

Well, for starters UA uses cookies (20 year old tech) to collect data when someone visits your website, and cookies have become more unreliable over time (ad blockers, end of 3rd party cookies, regulations, iOS changes etc). Believe it or not, privacy is actually one of Google’s 3 key priorities for 2022: Measurement, Privacy & Automation.

GA4 is at the heart of all of those. But to achieve their goals, they needed to build a totally new version of Analytics from the ground up.

What do you need to do?

Start planning!

We strongly recommend switching to Google Analytics 4 as soon as possible to ensure that there is sufficient historical data by the time that Universal Analytics is put to bed.

Rolling out a full GA4 implementation requires a bit of planning, new code on your site (some of it custom), configuration, and time to get familiar with the new interface and reports of GA4.

Dashboards and other reports using UA data will also need to change. And of course, if your marketing relies on UA ‘goals’, these will need to be updated or worst case, completely redesigned.

But you have 15 months right?

Well, if you want to analyse year-on-year data after the July 2023 deadline, you’ll need to have a fully working GA4 property live in July 2022, meaning there’s no time to waste!

How we can assist with GA4

As well as setting up GA4 properties for your domains, we can configure the tracking to meet the requirements for your reporting needs, including goal set up and eCommerce tracking.

We expect further details to be announced over the coming weeks and months, but contact us today to discuss how we can migrate your Google Analytics data and ensure that you are ahead of the curve.

Our new Jersey home

What better space to feel creative inspiration than an art gallery? That’s why we’ve made our new Jersey home for Offshore International at the prestigious CCA Galleries International.

To open with a bang, we sponsored the latest exhibition by Chris Orr and Jim Moir (AKA Vic Reeves) in the gallery. All the island’s great and good came to see the art, chat to the artists, and even had a good old snoop around our new pad.

The show is on until June 10th, so now that we’ve got our feet under our new desks, why not come over, be inspired by some great art, and maybe try out our new coffee machine?

And while you’re enjoying a macchiato, let’s chat and see how we can get results for your business. Just let us know when you might be dropping in!