How to use the psychology of colors in marketing

Oct 5, 2021 | Articles

Roberta Cilento

Roberta Cilento

Contributor

Colors are not just tints, shadows and tones, but powerful marketing tools (though, sometimes underrated). They can influence our brain and determine the success or failure of a brand.

Yes, that’s right. Colors play an important role in how your brand is perceived. 

That’s why color psychology is key when designing your new logo or planning the rebranding of your ecommerce/website.

In this article, we’ll analyze the mysterious and amazing power of color psychology in marketing.

Color psychology is the study of how colors affect perceptions and behaviors.

In marketing, color psychology is focused on how colors impact consumers’ impressions of a brand and whether or not they persuade consumers to consider specific brands or make a purchase.

Source: helpscout.com

The power of colors

As the brilliant Wassily Kandinsky, the painter of sound and vision, once said:

Color is a power which directly influences the soul

And this is so true. Even if color preferences are totally subjective, some colors are able to make us immediately happy, or even to take us back to our childhood.

Do you know that men generally prefer bold colors while women prefer softer colors?

And do you know that men are more likely to select shades of colors, whereas women are more receptive to tints?

However, it’s not only about personal taste. Imagine you love blue, for instance, but you are about to open a restaurant that only sells spicy food. Are you sure that blue is the right color for your brand? Also, each color has its inner meaning that can be sometimes associated with a specific business industry.

The psychology of colors in marketing

  • Blue

According to digitalsynopsis.com, blue is the preferred color by men. 

It’s associated with trust, peace, reliability, responsibility, and it’s a mentally soothing color. And it stimulates productivity.

Blue is one of the most common colors used by technology companies, such as Facebook, Twitter, PayPal, IBM, Dell or Vimeo.

Are you planning to launch a technology company? Blue could definitely be your color!

  • Red

Red is usually associated with passion, excitement, energy, action and danger. And appetite. 

This color could be the perfect one if you are planning to launch a restaurant or a fast food franchise.

It also creates a sense of urgency and it’s used in flash sales and call to action.

Brands that use red: Vodafone, Lego, Red Bull, Tesla, Coca-Cola.

  • Yellow

It is intrinsically connected with happiness, positivity, and optimism, but also with deceit and warning.

Do you know that yellow stimulates the logic center of the brain?

Brands that use this color: Post-it, Ferrari, Ikea, Mc Donald’s, Nikon, BIC.

  • Grey

If your business is connected with mass audience products, grey can is your color.

Brands that use grey: Wikipedia and Apple.

  • Pink

This color is usually connected with femininity, playfulness, and unconditional love.

It’s often used for teenagers/young woman products.

Brands that use pink: Barbie, Cosmopolitan, Orkut.

The psychology of colors and their meaning

  • Green

One the most loved colors. Do you agree? 

Green is usually associated with nature, money, growth, fertility, health, and generosity.

But also tranquillity. That’s why it’s usually used in stores to relax customers.

Brands that use this color: Spotify, Heineken, Starbucks, Land Rover, Lacoste, WhatsApp or Android.

  • Orange

This color is usually connected with creativity, adventure, enthusiasm, success, and balance.

Brands that use orange: Hermes Paris, easyJet, Penguin Books or Amazon.

  • Purple

Do you know that purple activates the imagination?

This color is usually associated with royalty and respect.

I’s often used in beauty products.

Brands that use this color: Monster, Milka, Taco Bell or Hallmark.

  • Black

Black is associated with mystery, power and elegance.

But also with authority.

It’s perfect to highlight call to actions.

Brands that use black: L’Oreal, WWF, Chanel or Nike.

  • White

White is associated with innocence, goodness, cleanliness, and humility.

Do you know that this is the most used color for ecommerce websites?

If white is well used, it can be associated with modern & clean. If badly used, the result can be poor.

Brands that use white: Sony, Lancome, Cartier, Adidas.

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