Color Psychology in Marketing

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The Wonders of Colors in Marketing

Have you ever experienced an increase in appetite after seeing McDonald’s? Or suddenly had the energy to work after looking at Ikea? Or feel more lively surrounded by nature? We, as humans, rely a lot on our visual senses. One of the most important visual perceptions is color. It can trigger our emotions, influence our reactions, and be used as a powerful communication tool. It plays a subtle but important role in our everyday lives through color psychology which usually goes by unnoticed.

What is Color Psychology?

By definition, “Color psychology is the study of hues as a determinant of human behavior.” The history of color psychology dates back thousands of years, even before Sir Isaac Newton discovered the color spectrum. The Egyptians studied the effects of different colors on human emotions and used them to fulfill their extensive beliefs. In marketing, colors have the power to make or break any deal. Consumers unconsciously make assumptions and judgments about a product through their first impressions and color plays a vital role in their initial reactions. For example, research shows that 93% of buyers focus on the product’s visual appearance, and 84.7% claim that color is the deciding factor of their purchase.
Now that we know just how important colors are in marketing, let’s look at what some of the colors represent and how people react to them.
Marketing Myths Option 2
Red

Red:

POWER – PASSION – EXCITEMENT – ENERGY

  • Encourages appetite hence commonly used by fast-food chains
  • Creates a sense of boldness and urgency, so used for sales
  • Can also trigger emotions like anger and danger

Orange:

INNOVATION – CONFIDENCE – WARMTH – COURAGE

  • Represents creativity and enthusiasm 
  • Captures the attention of impulsive buyers and window shoppers
  • Considered bright and fun but some shades can look ‘cheap’

Yellow:

OPTIMISM – CHEERFULNESS – INTELLECT – EXTROVERSION

  • Associated with a carefree lifestyle or reaching a milestone
  • Some shades can look dirty while some can irritate the eyes
  • Used to emphasize favorable messages or as an accent with powerful colors

Green:

FRESHNESS – HEALTH – NATURE – GROWTH

  • Creates a balance between the mind and body, which leads towards decisiveness
  • Used as an invitation for relaxation and to promote environmental issues
  • Regularly used amongst organic and health brands and pharmaceuticals

Blue:

LOYALTY – SERENITY – TRUST – SECURITY

  • Has a calming effect, encourages productivity, and suppresses appetite
  • Safe option but might not help you stand out
  • Commonly used by brands to promote trust in their products

Purple:

WISDOM – WEALTH – IMAGINATION – SOPHISTICATION

  • Stimulates the problem-solving and creative sides of the brain
  • Is associated with loyalty and allows your brand to look prestigious 
  • Too much can lead to excess and extravagance

Pink:

UPBEAT – YOUTHFUL – COMFORT – AFFECTIONATE

  • Calms us down and promotes feelings of peace and compassion
  • Plays the role of a highlighter on websites
  • Heavily used by female-targeted brands

White:

INNOCENCE – PURITY – CLEANLINESS – SIMPLISTIC

  • Can trigger creativity as it acts as a blank canvas
  • A must for a modern and sleek look
  • Needs to have a simplistic and restrained design.

Black:

POWER – ELEGANCE – AUTHORITY – STABILITY

  • Related with luxury, power, and intellect
  • Used to trim out appearances and sizes
  • Famously used by high-end fashion brands (ADD CANNEL, NIKE, PUMA, AND L’OREAL)
This is how colors affect us. They are a form of expression that allows us to communicate our thoughts and messages effectively. As they help us understand our emotions in a number of ways, they are a vital part of our lives. Can you imagine a life without them?