The Psychology of Color in Marketing and Branding


As most of us already know, marketing and branding are all about persuasion. From compelling messages to logos and fonts, marketing involves a lot of thinking ahead, planning and huge attention to details. Every tiny factor has to be taken into account, as the consumers’ eye is sensitive to the subliminal messages that it gets exposed to.

One of the most controversial, but at the same time, interesting aspects of marketing is, nowadays, the psychology of color. This is not only because the visual content is what stays with the customer for a long time after he or she is exposed to the advertising of your product, but also because it has been proven that it has a great influence on the decision of purchasing the product.

The Psychology of Color in Marketing and Branding

Studies on the importance of color in our daily lives proved that merchandise is not the only factor that influences the decision to purchase a product. Color has a great effect on shoppers. Depending on the color of your brand, your chances of turning a visitor into a buyer may vary. This is because, for each of us, colors are subtly connected to a story, to associations and experiences that might make us relate differently to the brands and products we see.

This is why the latest research found out that based on their past experiences, people decide in about 90 seconds of their initial interaction whether they will purchase that specific product or not. In the following lines, we are going to present the impact that each color has in marketing and branding, as they seem to function as basic factors for our decision-making mechanism, after the issue of affordability:

White, as the symbol of purity and cleanliness, is mostly used to create contrast and emphasize the logos. In supermarkets full of crowded shelves or on rich websites, a brand that uses this color will stand out from the crowd.

Black suggests power and mystery and is mostly associated with reserved brands. Even if it tends to be associated with negativity in some cases, when used in combination with other bright colors, it really attracts the consumers.

Red is usually the color that drags strong emotions, symbolizes love and passion and it is usually related to different cravings. This is why it is mostly used by restaurants and big food chains.

Blue represents serenity and peace and it also creates a sense of security and confidence. Even if it seems to be neutral, a simple, light blue design can be convincing and appealing to your target audience.

Yellow expresses optimism and encourages communication and this is why some people might avoid it. Because of its brightness, it might be a great way of attracting people’s attention, as it is really compelling.

Green is the color of tranquility and nature. In marketing, it is one of the ways of inspiring security and peace of mind, therefore it is one of the safest colors to use depending on the product you advertise.

Purple inspires wealth and royalty, therefore depending on your target public, you should address this correctly.

Orange can be aggressive if not used in a combination bright enough to catch the customers’ eye but calm enough for people to trust your brand.

Final Words

This world dominated by marketing and branding has become very competitive in the last years and each detail is important to make the difference for the target public. From restaurants to retail sales and from real estates to websites, each firm has to think through every aspect that could add success to their brand. As you could see above, the psychology of color in marketing and branding is one aspect that cannot be ignored.