|This'll be copyright the very lovely Tring Brewery|
You may have seen something about this recently: "It is believed that Tring is the first brewery in the UK to use applied colour psychology, and to recognise the importance of colour in influencing emotion, mood and behaviour. " Well, hardly. But we'll let that pass.
You can read the press release here:http://siba.co.uk/2013/07/tring-brewery-taste-aroma-and-now-applied-colour-psychology/Here's some "genuine" colour psychology for you - actual research rather than the opinion of some hippy. (and I'm not branding the no doubt enormously talented folks at KM Design a bunch of hippies - Tring clips are their work)
You ask a giant load of people to tell you how strongly they associate given words with particular "emotions". At the same time, you ask them if they associate any colour with each word. Do your stats and you can have a go at figuring out what colours they're associating with "angry" words, "sad" words etc.
Colour signature of emotive terms: percent of emotive terms associated with each colour. For example, 32.4% of the anger terms are associated with the colour red.
|Source: Crowdsourcing the Creation of a Word–Emotion Association Lexicon|
Saif M. Mohammad and Peter D. Turney
Computational Intelligence, Volume 59, Number 000, 2008
It might be a bit of a leap (and my sincere apologies to the authors) to go on to wonder what this means for our marketing effort here in the happening world of beer. And this is only the opinion of some hippy (me).
I guess we wouldn't mind having our customers feel trust, anticipation and joy when they see our point of sale - so let's go for white and green - perhaps throw in blue and yellow.
Since we're not going for anger, sadness, disgust and fear, let's avoid black and red. So not much hope for Tring's "Colley's Dog" there.Incidentally, brown seems to be a boring colour (with negative hints), doesn't it? I wonder what that means for the awesome world of beer.