Home Marketing How to Use The Psychology of Colour in Your Marketing

How to Use The Psychology of Colour in Your Marketing

How to use color psychology in marketing

How do top marketing gurus utilize the psychology of color to drive their most effective marketing message home?

What do colours mean in marketing and advertising? What is the impact of colour when trying to brand a product?

How can entrepreneurs understand the best color that attracts the human eyes most so that they can effectively use it in their advertising every single time?

As a 21st marketer, the moment you realize what color means in advertising, you are on your way of knocking out your competitors and owning the market.

Have you noticed that whenever you are in a green environment and the sky over you is blue, you tend to feel calm and serene?

Have you ever wondered why your mood instantly changes from normal to slightly alarmed or alert when the traffic lights turn red?

You might have not noticed yet. But color has a subtle way of influencing one’s emotional mind state or even the sort of feelings you have and the decisions that you make too.


This is why you will see smart brands and businesses using it to subconsciously plant the kind of feelings they want their prospects to always have, whenever they come across their products or services. Big-brand companies do this as a smart way of converting more of their prospects into paying customers and loyal fans.

In fact, according to a marketing-based survey, almost ninety-three percent (93%) of buyers said they focus on visual appearance, and about eighty-five percent (85%) claim color is a basic reason why they make a purchase!

In this post, you will discover how smart marketers and UX designers are utilizing this commonly-ignored aspect of marketing to boost their conversion rate. Beyond that, you will also learn how to constantly utilize the psychology of color to also increase the level of trust your prospects have in your brand.

So, to begin with, let’s look at the implicit meaning of the commonly-used colors in marketing. That way, you can understand how to utilize its visual components to influence your consumer behavior.

What Commonly Used Colors Mean in Marketing and Advertising

1. Red Colour

How to use color psychology in marketing and advertising
Meaning of colors in marketing and advertising

Red is a type of color that is said to increase a feeling of urgency, especially when used for the order button because it depicts a feeling of excitement and energy. It also raises blood pressure and triggers people to take action.

This explains why it’s commonly used by fast-food brands and energy drink companies like the “Red Bull Energy Drink” to stimulate the body.

This is mainly because of how it triggers passion, excitement and depicts movement too.


2. Blue Colour

The blue color is oftentimes the preferred color of the male gender. If your business is a brand that targets men then you should consider using it.

Again, most businesses that use blue are said to have the goal of subtly building trust, reliability and a sense of security in their prospects’ minds.

In addition, because the color is associated with peace, reliability, trust, tranquility, and security. It’s not surprising to see lots of financial brands like PayPal and other IT firms like IBM, Facebook, 2go and Twitter using it as well.

3. Yellow and Orange Colors

Although yellow is said to have a way of repelling customers away, for example, by making babies cry and the fact that orange tends to trigger a feeling of anxiety, but even at that, orange still has a subconscious way of attracting impulsive buyers and window shoppers. On the other hand, yellow depicts optimism, vitality, and cheerfulness.

Popular brands that use Yellow color are McDonalds and DHL.

4. Green Color

What is the importance of green colour in branding, marketing and advertising? Green is also a good color you should consider using when it comes to foods, health-based drinks, drugs, herbs, band spices. Or when you want to use your brand to create a feeling of tranquility, calmness, healthiness, power, and nature.

You can also use green color in your branding message to promote environmental issues, stimulate brain harmony and evoke some sort of serenity in your customers.

An example of this is Starbucks Coffee which takes advantage of the day’s moment when their customers are either relaxing or taking a break.


5. Black Color

When it comes to using the black colour in marketing and advertising, it symbolizes strength, power, authority, stability and also depicts the brand’s exclusivity and class. This is because black is a stylish and classic color in marketing and advertising.

If you’re in the fashion industry, we will advise you to find a way of using it too. It will be foolhardy to be in the fashion niche and you are not using black color in your marketing message to create a class.

We said this because even the top fashion brands are utilizing it too. For example; Louis Vuitton, Chanel. and Prada.

6. White Color

What does white colour represent in marketing, branding and advertising? If your goal is to portray a sense of perfect purity, cleanliness, and safety too, then don’t ignore using white color in your branding.

This is why it’s not that surprising to see cosmetics companies like Revlon and Nivea using it in their marketing.

If you have a cosmetic brand, or your business produces bathroom and make-up accessories, taps and ovens, then you need to know that white color is a suitable color to use.

7. Purple Color

How to use color psychology in marketing
What different colors mean in the eyes of your customers

What exactly does purple mean in marketing and advertising? Purple is a color that depicts respect, loyalty, wisdom, and supremacy. It also portrays problem solving and creativity too. It is frequently used to promote anti-aging cosmetics and other beauty products too.

In addition, it portrays classical beauty as regards to style and quality. This is why you will see some sports organizations using purple color to highlight supremacy.

For example, LA Lakers also use it to decorate their equipment so as to celebrate the remarkable history of their Basketball Club.


8. Grey Color

This color can be used to create a feeling of practicality, solidarity and old age. This is a smart color choice to use, especially if you want to target the old people or trigger the feeling of aging.

This works too if you want to make a new picture look old. But then, you need to bear in mind that over-using grey color in your marketing and advertising message can lead to feelings of depression and nothingness.


As you go on with using these color psychologies in your marketing, bear in mind that you will need to use contrast to lessen the rate of eyestrain. Colour psychology in real estate, logistics, food, construction, etc., differs. You will need to pick the one that solves your most important needs.

Brighter colors make customers feel a lot more energetic and thereby, leading to a better emotional response.

But before you take off to implementing what you’ve learned here today, we will need to know how you are utilizing these color psychology secrets in your marketing so far. Let us know in the comments box below.

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Nengak Godwin is a content writer and copywriter. He is a contributor EntrepreneurBusinessBlog.com. You can connect with him on Twitter with this handle, @wakchinnengak



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