Colour Psychology in Marketing: What Colour Communicates About Your Brand

Published: June 21, 2023

Ever wonder if colour psychology marketing really works? The truth is that colour choice in advertising speaks volumes about your brand. Consider the impact of major companies and how colour association helps to reinforce brand identity. For example, can you think of Coca-Cola without seeing the colour red (or getting thirsty)? Does Crown Royal whiskey evoke images of a purple gift bag (and foster feelings of luxury)? If you answered yes to either of these questions then you’ve already been influenced by colour psychology marketing.

Colour Psychology

Simply put, colour psychology is based on the premise that colours affect how people think and act. Each colour is believed to trigger certain emotions and/or behaviours. According to scientific theory, colour psychology has the power to sway consumer buying habits. Colour psychology marketing aims to capitalize on this phenomenon to increase brand awareness and sales revenue.

Colour Psychology

Colour Psychology in Marketing: The Colour RED

• Evokes a sense of urgency/immediacy, red is the most common colour for “buy” buttons and can be used to encourage impulse purchases, along with other actionable items

• Associated with feelings of excitement, passion, love, attraction, appetite/hunger

• Appeals to bold, adventurous, and energetic personalities

Colour Psychology in Marketing: The Colour PINK

• Inspires feelings of love, kind-heartedness, and romance, can be used to market beauty products as it commonly appeals to female consumers, especially girls or young women

• Often considered fun, frivolous, and feminine

• Appeals to spiritual, innovative, and practical personalities

Colour Psychology in Marketing: The Colour ORANGE

• Promotes a sense of calm and stability, helps to quell anxiety, and is frequently used as a background colour for sites that deal with things like insurance, medicine, and finances

• Stimulates concentration, serious thought, and brain function

• Appeals to loyal, respectful, and social personalities

Colour Psychology in Marketing: The Colour YELLOW

• Creates feelings of tenderness, love, and positivity and works well for small chunks of text that contain important information or to signal a new beginning

• Connotes sunshine, cheerfulness, and confidence

• Appeals to independent, strategic, and impulsive personalities

Colour Psychology in Marketing: The Colour GREEN

• Creates a feeling of warmth and invitation, connotes health and environmental responsibility, and sometimes wealth, and often used to underscore eco-friendly products

• Symbolizes nature, growth, and prosperity

• Appeals to open, friendly, and authentic personalities

Colour Psychology in Marketing: The Colour BLUE

• Promotes a sense of calm and stability, helps to quell anxiety, and is frequently used as a background colour for sites that deal with things like insurance, medicine, and finances

• Stimulates concentration, serious thought, and brain function

• Appeals to loyal, respectful, and social personalities

Colour Psychology in Marketing: The Colour PURPLE

• Reminds people of royalty and prestige, often used alongside the colour gold or silver to add a touch of elegance, works well for luxury items such as jewelry and fashion

• Represents status, wealth, and prestige

• Appeals to sensitive, dignified, and understanding personalities

Colour Psychology in Marketing: The Colour BROWN

• Makes people feel welcome and comfortable, a warm and quiet colour that provides a sense of security and is often used in natural products

• Associated with humility, relaxation, and stability

• Appeals to steady, humble, and reliable personalities

Colour Psychology in Marketing: The Colour BLACK

• Absence of colour that sends a message of confidence, power, and strength, very versatile and can be used in many ways, often used alongside the colour white

• Associated with authority, sophistication, and substance

• Appeals to decisive, confident, and serious personalities

Looking for even more information on how colour can affect what your brand communicates to your target audience? Check out Color Psychology in Marketing: What Colours Make People Want to Buy? and Colour Psychology in Marketing & Branding: How Important Is It?

The Takeaway

The colours used in advertising materials are a direct reflection of your brand. To ensure effective communication, always ask yourself the following questions before deciding on a colour scheme:

• Who is my target audience?

• Which feelings/emotions am I trying to elicit?

• What is the primary goal/CTA?

When used in conjunction with other design strategies, colour psychology marketing yields powerful results. At Futureproof, we understand the importance of a robust marketing campaign. Colour psychology is just one of many considerations in the development of brand identity. Through personalized consultation and timely feedback, Futureproof helps establish your product strategy in an ever-evolving market. Partner with us today and discover new ways to grow your business!