Color Psychology In Marketing

When it comes to marketing, color is one of the most important factors to grab the consumers attention. It evokes a sense of emotion and plays a huge role in the decision making of the buyer. It also is a huge representation of a brand, especially when it comes to the voice of the brand. Color is one of the first things that a consumer sees, it is universal and can be interpreted by all ages. Whether an advertisement appeals to you or not we are all left with a type of emotion or feeling. Each color can make a huge impact on the type of consumer a brand wants to attract, this can also be used subconsciously.

Red is one of the most bold colors to use in marketing. It evokes passion & love, and increases appetite. Did you know that the color can also increase your heart rate? This tactic is used mostly on impulsive shoppers, especially when a store marks down clearance items. Examples: Target & McDonalds

Yellow is usually used to evoke cheerfulness and optimism, and studies have shown that infants gravitate to the color the most. In psychology this is one of the most compelling colors. Did you know that 75% of pencils sold in the U.S are painted yellow? Examples: Ikea & Snapchat

Blue is the color that instantly makes you feel calm & it also can increase productivity, as well as creating a sense of security & trust in a brand. Blue is used frequently by financial institutions. Examples: JP Morgan (Chase) & Ford

Orange is one of those colors that shows warmth & youthfulness, but can also represent caution. This color is also associated with affordability. Examples: Nickelodeon & Amazon

Green is a color that gives consumers a sense of serenity and tranquility. It also represents health, growth, and brands use green to attract eco-friendly consumers. Examples: Whole Foods & Starbucks

Purple is mostly used for success & wealth, and can make a consumer feel calm. It is often used in cosmetic brands, and is used to represent creativity. Examples: Hallmark & Yahoo

Black is the color that represents sophistication and power, it is also used to sell higher-end products. Examples: Chanel & Apple

When creating a brand, think of what color is going to represent your audience the most. It represents the brand’s personality, target audience and the overall voice of the brand and the type of demographic. Using color to represent your brand can also make you stand out from the crowd and grab a consumer’s instant attention.