While we might feel in control of the actions and decisions we make in our day-to-day lives, we’re often actually influenced by many different factors. Ultimately, we have executive control over our own actions, but most decisions are often influenced by a multitude of factors without us even realising. Two of the most significant factors in our unconscious decision-making process are colours and sounds.
While you might not actively pay attention to the colours and sounds of things around you, they still capture your attention and can stir your emotions and even subtly influence the choices you make. These choices can range from the type of food you take off the shelf in the supermarket to the brand you choose to purchase online.
In this article, we’ll explore the psychology of bright colours and sounds and take a closer look at how they shape our decisions. We’ll look at the ways marketers use colour and sound, and the ways our senses can affect our behaviour.
The Psychology Behind Colour and Sounds
Colour plays an important role in conveying information, as it’s widely used throughout nature to send signals and warnings. For example, take a look at the wasp, with its black and yellow stripes, which sends a clear message: Don’t mess with me. These colours have been adapted in our road signs and warning labels, giving a clear indicator of a present danger.
Aside from sending messages, colour can also affect our mood and emotions. Colour psychology is the study of how colour can influence feelings and the different factors that can affect colour preferences. Do you have a favourite colour? The chances are, you like this colour because it makes you feel a certain way. Red usually denotes passion, excitement and love, while blue can symbolise hope, peace and wisdom.
In the same way, sounds can trigger emotional responses when we hear them. There’s a reason why music is so popular. Listening to your favourite song can invoke powerful emotions. Think about your favourite piece of music and how it makes you feel. Is it linked to a specific memory or time in your life? Some people enjoy happy music, while others prefer songs that make them feel sad. Music is just a combination of different sounds, and it’s these sounds that can make us feel a certain way.
The Evolutionary Reasons for Colour and Sound Responses
The reason why colour and sounds have such a profound impact on our mood is that we evolved using them to survive and prosper. Colour is one of the earliest forms of communication, used by plants, insects and all other kinds of animals to send clear messages to predators, prey and potential partners. Bright colours such as red or yellow stand out by grabbing our attention, often signalling a warning or potential reward. For example, the red of berries that are ripe to be eaten or the yellow stripes of a poisonous animal.
Meanwhile, colours such as blue and green remind us of the safety and comfort of the sky, the sea, fertile land and the first signs of spring. These colours were important for our survival and bring us feelings of hope and trust.
Sounds are also featured prominently in nature, and before we developed a language, we would have used various sounds to alert our family and group members of potential dangers. High-pitched or sudden sounds, such as a scream or a shout, indicate danger, while rhythmic sounds such as flowing water and the wind softly rustling leaves are associated with peace.
Although human life has changed a lot over the millennia, our brains are still hardwired to understand the hidden meanings of colours and sounds. Our evolutionary instincts helped us to survive while hunting for food and avoiding predators, but today they’re used in different ways.
Use of Colours and Sound in Marketing and Advertising
Those working in marketing and advertising know very well that colour and sound aren’t only used for decoration. These elements are essential in building the identity of a brand and creating a lasting impression on consumers while also influencing purchasing behaviour.
Marketing teams think carefully about the colours used in advertising and branding, choosing a colour scheme which not only stands out but also reflects the identity of a brand.
Colours are also incredibly important in product packaging and for call-to-action buttons on websites. Bright colours and high contrast catch the eye and help a product stand out on the shelf. Some colours, such as red and yellow, are also proven to stimulate appetite, which is why they’re used by fast food chains.
While colour catches your attention if you see it, sounds can grab your focus even when you’re not looking at the advert. In addition, sounds are usually more memorable than visuals. Think back on the last advertisement you can remember. The chances are that it was a video rather than just a poster.
Brands often use sounds for sonic branding, with short signature sound clips or jingles building brand familiarity and an emotional connection. Different types of music can also affect mood within stores, influencing shopping behaviour. Finally, the tone of voice when speaking in advertisements can affect how people feel, with different voices used to give a calm, urgent, excited or trustworthy feeling.
Bright colours and sounds are used elsewhere too, such as in slot machines and other online games. Bright coloured symbols and moving reels help create an engaging experience as you play, while the sounds that trigger on each win are designed to signify a reward and trigger a dopamine response. This means players are more likely to keep coming back, and it helps make the game more fun to play.
Final Thoughts
Bright colours and sounds influence our behaviour more than we might realise. Our survival systems, which evolved to help us find food and avoid being eaten, are now used by marketers and game designers to affect our buying decisions. Is this clever persuasion or just manipulation? Consumers should be aware of the impact of colour and sound to better understand their own buying process.
Feature image by Nataliya Vaitkevich on Pexels
