20.02.2024 11:30

The Psychology of Color in Marketing

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Colour is a language that we can’t speak but understand everywhere in the world. It’s colours that make us happy and unhappy. Colours define everything, including the digital space we use in so many ways. In this crazy and competitive web world, everything needs to connect – all aspects of all things – so that you will create audiences who stay with you. One such aspect is the psychology of colours. 

The colours you choose for your marketing and branding are essential. Your designers will use these to design your logo, website, and advertisements. For this reason, you must carefully consider these choices. But what is colour psychology?

What is Color Psychology? 

It is the study that specific colours produce physical or psychological reactions that change a person’s behaviour toward them. There are different effects on us human beings brought about by various colours. Thus, we come to the tones corresponding with those affecting human emotions and decision-making. Depending on colour choices and different types of cultures, coloured psychology can be many things.

On the other hand, in marketing, colours can influence whether a member of the audience recognizes different brands and products. Thus, it is vital to choose an appropriate colour for your brand; you wouldn’t want them to think that two very dissimilar things are one thing. One of the agencies that provides colour psychology for marketing is the marketing agency Detroit.

Understanding Color Psychology on Consumers: 

One’s first impression of a brand or product is often through its colour. Different colours are associated in the minds of consumers with different emotions. Black represents luxury, for example. The impact of colour psychology plays an essential role in how these customers decide and judge a brand.

According to a study by the University of Southern California, close to 90 per cent of customers ‘impressions originate from colours. But colours also increase brand awareness and recognition. Some customers make purchases based on visuals alone.

Standard Colors that Affect Consumers: 

Some colours send signals to customers. The two most common types of colour categories are as follows.

  1. Blue, green, or purple are cool colours that create a sense of peace and relaxation to relieve pressure, like an online plant store.
  2. The warm colours of orange, red, and yellow add a sense of passion, warmth, and energy. Sometimes, they even create a feeling of excitement and adventure.

Let’s dive down into the colour and see what it contributes.

  • The hottest colour, red, imparts all the hot welcome feelings of above as well as passion and love. Warming your life through passionate action.
  • It represents the softer, more quiet, and respectful feelings of pink.
  • Nature and the environment: A feeling is green. It is best for environmental brands that create a healthy image, like nutritious food companies. it has something of a sense of growth and newness.
  • Yellow makes one cheerful, warm, and happy. It is also usable as a joke, and to draw attention to an object.

Ways To Identify The Right Colour In Marketing: 

First, you should know the psychology of different colours, then you’ll need to truly understand your brand and where it comes from. Ways of distinguishing the things that can change with time. The following are the ways. 


Always make sure you pick the right colour for your marketing strategy. First, state what your brand is, and decide on its messaging. So what do you say? If you are aware of exactly what your company does, then look at the other brands. This will display how you can use colours to express one type. 

Target Audience: 

Analyse the psychology of your target audience and find out how they deal with competitive brands. In other cultures, colours can have different meanings. For example, some colours give off an aesthetic feel: peach or light-shaded. Black and gray attract a feeling of maturity as well as familiarity.

Marketing requires audiences. They are your future customers.

Keeping a Consistency:

Some of the brands have changed their logo and look design over time. However, one thing has always been the same: its colour. While sending off a different type of look with multiple colours while conveying the same message is fine, it’s also necessary to maintain one primary colour. For instance, McDonald’s has a yellow brand colour with some red. Even if you remove the red background, it still keeps its identity as a yellow colour of unique shape.

Do Testing On Audience: 

The more you plan and predict, the more you should test everything. Test A/B to see how your customers react. And if the B test colour is a good response, then this means it’s something that you can use. Place A/B testing on various platforms- email marketing, online advertisement, and the site itself- so that you can see different reactions.

Create a Culture Table: 

To find out what different coloured messaging means in each colour, make a culture table. Just like in India, blue means strength and sports. However, in Western culture, blue represents trust, calm, and depression. Here are many examples of different colours representing all kinds of things.

Designs in Different Platforms: 

The design also plays an important role when choosing the right colour for marketing. Consider incorporating your palette into marketing materials such as brochures or business cards to present a consistent and professional image. 

Use the same colours in advertisements run on television or radio. Inject your brand’s colour through social media, posts, graphics, and across profiles. Establishing a strong identity helps to improve brand recall.


The physical colour used in marketing is the palette of your brand. It is crucial because it defines your brand and makes an initial impression on the customer. As the saying goes, first impressions are lasting ones. Know the various colours and how they affect customers. Build your brand based on this study and take it to the next level.

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