Color Marketing and The Psychology Behind It

​Color Marketing and The Psychology Behind It

Whenever we are browsing the web or buying something, we don’t know how much color affects us. We, humans, are visual creatures. So it’s hard to emphasize the importance of color in marketing.

If you are related to marketing, you’d know how many times people test colors in marketing, such as ads, call-to-action (CTA) buttons, etc. According to a test by Hubspot, a red CTA button had 21% more effect than a green CTA button.

Think of it like this; Hubspot increased its conversion rate by just changing the color of a button. That shows the power of color marketing.

That’s why I thought it would be a good idea to talk about color marketing and the psychology behind it.

Let’s dive right in.

What is Color Psychology?

Color theory is a research field that looks at how we react to different colors. It’s also related to our decisions related to these decisions. When we use it in marketing, it can change the way a person sees a brand. For example, certain hues can make you hungry.

Below, we will explore why some companies have chosen specific colors for their branding. We’ll look at some popular colors in marketing.

So read it thoroughly and understand how color marketing brings the emotions out of you and compels you to purchase.

Top Colors in Color Marketing

Red

Let’s start with this bold color. The logos of brands like Coca-Cola, Netflix, Xerox have this color in their logos. One other sector where it’s used frequently is fast-food. The reason is that it increases appetite.

It’s also associated with excitement. That’s why we see it used with fast cars and lingerie. You might have seen it being used in sales. That’s because it creates a sense of urgency.

It triggers both positive and negative powerful emotions. It’s also a sign of danger, pain, anger, and warning, so use it with caution.

Orange

You will see orange in fruits, sporting events, and board games. Some popular companies featuring orange in their branding are Harley Davidson, Amazon, Master Card, and Firefox.

It’s a very interesting color because it combines red's power and energy with yellow's friendliness and fun. This is why it’s a sign of warmth and shelter. It can also make you hungry.

It’s a positive color showing enthusiasm for life. It is associated with the sun as well. So if you want to show freedom or fun in your branding, use the orange (Especially, if you have a non-corporate brand).

26% of people think of orange as cheap, so don’t use it if you want to show luxury.

Yellow

Many top brands such as Shell, IMBD, Nikon use it. It’s a sign of youthfulness, sunshine, fun, and happiness. Think of a color that makes you happy; most probably, it will be yellow. Ever wondered why smiley faces are yellow?

When you want to increase confidence or inspire someone, use yellow. It can come across as a symbol of power when used with a darker color.

Be careful using it because its shades might look dirty, and its tints can challenge the eyesight. Don’t use it too much because it can cause fear or anxiety.

Green

It’s a symbol of balance and harmony. It separates right from wrong. Whatever reflects life and peace has green. We also see it as a sign of growth. That’s why we see it in money, banking, the military, etc.

BP (the oil industry company), Energy Australia, and Animal Planet are a few top companies that use green in their branding. Think of health-based stores or restaurants. Most of the time, they feature green color.

It has some negative aspects like over-possession and materialism, but overall, it’s a positive color.

Blue

You will commonly see blue in workout facilities and hospitals. That’s because it’s a symbol of trust and dependability. People see it as reliable and responsible. This is why it’s one of the most-liked colors out there.

As it is mentally soothing (unlike red which is more physical), it allows us to calm down. However, it is not as eye-catching as some other colors, and people might see it as unfriendly or cold. Overall, it can you get trust and build relationships in marketing.

Purple

It combines the qualities of red and blue that make it a mix of physical and spiritual. It also shows luxury, mystery, and magic. People refer to it as the color of the kings.

Some people associate purple with creativity because it’s related to mystery and new ideas. However, you should not use it too much because it can cause distraction.

Gold

You will see gold in trophies and luxury products often. What gold means can differ from region to region. But consistently, it shows luxury, treasure, and confidence. It can also mean prosperity.

Higher amounts of gold color can mean pride and ego. So use it to highlight things rather than the main color.

Black

It’s another color of luxury, sophistication, and seriousness. Sometimes, it’s also associated with evil or death. It’s a symbol of control and independence as well.

If you want high contrast, use black. But don’t use it too much because it can cause sadness and negativity.

White

It’s a symbol of purity, innocence, and peace. If you use it well, it can create a modern and clean look. If it is not executed well, it can lack personality.

Final Words on Color Marketing

The choice of color is critical in branding. The right color causes people to purchase your product. And the wrong color may put them off. So choose your colors wisely. You can use today’s article as a reference for your future branding.

What’s your favorite color in branding? What’s your secret method when it comes to color marketing for your website? Do let me know in the comments below.