Color Psychology in Marketing: (8 Things You Need to Know)

This is a guide covering color psychology in marketing.

We’ll be discussing the following topics:

Color should be carefully used in marketing campaigns. Choose the wrong hue for your marketing materials and you will alienate part of your audience.

Selecting the right colors for your specific brand at the outset of your marketing campaign will certainly prove helpful in the context of creating a uniform and cohesive identity.

However, your use of color does not have to be exactly the same throughout the entirety of your marketing materials.

Let’s take a look at how colors influence people and why certain colors are particularly important for marketing purposes.

Let’s dive in.

color psychology

How do Colors Influence People?

Colors are essential to marketing success as they have the potential to capture an audience’s attention.

Some colors even create an emotional response.

A viewer who is emotionally engaged is that much more likely to heed the call to action or at least remember the brand, heightening the chances of eventual conversion.

In particular, logo colors can be crucial to a business’s success.

As an example, if your business’s logo features colors that are similar to those of a competitor, there is a good chance consumers will confuse the two businesses.

Carefully select the right logos for your logo as well as the overarching brand with the assistance of experienced marketing professionals and your brand will be presented in a truly artful manner.

This strategic, color-centric presentation helps move prospects through the metaphorical sales funnel for conversion into paying clients.

The strategic use of color will influence your audience exactly as intended. However, data shows colors have inconsistent impacts on people.

Contrary to popular opinion, it is a mistake to insist specific colors are guaranteed to evoke a certain emotion.

Though certain colors are likely to spur a similar reaction across demographics, the truth is differences in culture, personal preferences, upbringing, life experience and other factors ultimately shape the impact of color on personal psychology.

Inbound marketing specialist Neil Patel has shown color significantly shapes the buying decisions of 85% of all consumers.

Add in the fact that color helps to define your company’s personality and there is even more reason to be highly strategic when selecting specific hues for marketing material presented to the public.

Let’s delve into some specific colors for insight in regard to how certain hues are used in marketing.

color psychology marketing


Red is commonly thought of as an emotional color that evokes passion and hunger. The eyes are clearly drawn to red.

However, if red is used in excess, it has the potential to overpower other hues and fail to create the targeted visual contrast.

Ideally, red will be used as a complementary hue to other contrasting colors such as green, white or black.

When used properly, this dynamic and powerful color will present your business as energetic, attractive, friendly and strong.

However, if red is used in the wrong context, there is the potential for it to be misconstrued as aggression.

Above all, brands that want to immediately grab the audience’s attention to shine the spotlight on their value offering will find red is ideal.

As long as this hue is used to a limited extent, it will make the intended impact.

red color psychology


Green is commonly used in sections of websites and marketing materials where companies suggest the viewer heed a call-to-action.

Green inspires action, logic, balance and harmony.

Green is also a symbol of growth. Brands that are centered on solving problems, relieving stress, health and living harmoniously will find green is the perfect hue for marketing materials.

There is a common misconception that all marketing materials using green are striving to create a calm visual presentation.

Green has the potential to calm the audience yet only in a specific context.

Consider contrasting your use of green with another hue such as white or red and these colors will play perfectly off one another, proving aesthetically pleasing to the point that your conversion rate increases.

green color psychology


Purple is typically associated with royalty and spiritualism.

This hue has inherent imaginative and wondrous components.

If your overarching aim is to present your value offering in a mysterious manner or if you sell a luxury product or service, purple is the right hue for your marketing materials.

Purple soothes yet also has a magical element to it, inspiring viewers to think creatively.

The only downside to purple is it overuse will distract the viewer, possibly to the extent that his or her thoughts begin to digress from the product or service being marketed.

purple color psychology


Blue is associated with trust and clarity.

Brands that provide a service or product that is revered for its dependability and longevity will find their audience responds positively to the use of blue.

Blue soothes the mind, helps develop a rapport and makes the audience perceive the business as reliable.

This is precisely why blue is one of the colors most commonly used in marketing materials.

blue color psychology


Orange is similar to red in that it infuses energy into marketing materials.

Orange is considered to be a powerful hue yet it is also fun, warm and friendly.

The universal appeal of this distinct color makes it ideal for use in a wide range of marketing materials spanning numerous products, services and industries.

Furthermore, brands that are centered on positivity, motivation and energy/enthusiasm will find orange plays well with their audience.

orange color psychology


Black is a hue that connotes power, control, independence and seriousness.

Black has the potential to bring the audience down so it is important to strategically use this hue in marketing material.

Black should be carefully contrasted with other colors, most of which should be quite light in hue to maximize the visual impact.

In particular, businesses that sell luxury products or upscale services tend to weave this color throughout marketing materials.

Use black strategically and it will make a powerful and potentially indelible impact on your audience.

black color psychology


White represents purity and honesty.

If your company’s goal is to present itself as clean, infallible, innocent and/or peaceful, use white throughout your inbound and outbound marketing materials.

White provides viewers with a sense of refreshment and a new start, making it the ideal hue for a startup company that has yet to develop a cohesive brand identity.

Balance white with additional colors and you will find it makes the desired impact.

However, if you err on the side of inundating the audience with an abundance of white, you run the risk that the emptiness of the hue will make them feel a bit lonely.

A large amount of white space has an inherent vapidness to it that envelope the eyes unless other colors are used along with white.

white color psychology


Much has been made of the fact that men are more tolerant of achromatic hues such as gray.

Hues with the same tone, or level of gray, do not have as much contrast as other colors.

If your company’s targeted colors are a bit too intense and you want to bring the visual tone down a level, implement gray throughout your marketing campaigns.

The careful use of gray might play better with the men in your audience yet this hue has the potential for mass appeal when used the right way.

gray color psychology


Color is often neglected in the context of marketing yet it is clearly an essential component of business success.

The selection of your company’s colors for branding and marketing makes a meaningful difference in engagement levels and subsequent conversions.

The bottom line is consumers are likely to favor a product or service provider that presents its value offering in the most artful and indelible manner.

When in doubt, experiment with colors under the guidance of savvy marketing experts.

The use of experimental marketing placements featuring specific color combinations, A/B tests and marketing analytics will steer you toward the right colors for your business.


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