How to use colors in Marketing and Advertising

How to use colors in Marketing and Advertising

Image of female creative graphic designer working on color selection and drawing on graphics tablet at workplace Image of female creative graphic designer working on color selection and drawing on graphics tablet at workplace. marketing colour stock pictures, royalty-free photos & images

Did you know?

93% of consumers pay attention to a product’s appearance while purchasing. According to 84.7% of buyers, color is the main selling point. Different colors affect people psychologically in different ways. For example, red boosts appetite, blue provides security; green fosters harmony, orange promotes enthusiasm, purple is related to grandeur, and so forth.

Why colors are essential in advertising and marketing

Every business advertisement must include color. It is vital for creating sales since it can affect how customers feel and think about the products or services you are advertising. Consumers are drawn to color before words and messaging or even the faces of the people you have in your advertisement

To bridge the gap between marketing materials and their target consumers, we must consider the correlations our brains generate with various colors. 

If you pay close attention to it, you’ll notice that many of the same colors are frequently used in your industry’s advertising. It’s not a coincidence; they aren’t just the colors that your rivals prefer!

According to studies, audiences prefer to associate these colors with their wants and desires from brands in your sector.

Colors communicate in a way that words simply cannot. In other words, they relate to us emotionally and are more appealing.

We may believe that a thing tastes fresher because of its color than if it were a different color. Even medicines may feel more effective as a result. Because these are the colors that customers identify with their respective effects, pharmaceutical manufacturers utilize color associations to create sleeping medications that are blue and stimulants that are yellow and red.

Researchers in color psychology claim that the design of websites accounts for 42% of users’ opinions of those websites, with color playing the most significant role in those perceptions. And 52% of the time, poor color selection and other inferior design decisions drive visitors away from a website, never to return.

How Do colors affect consumer behavior in marketing?

In terms of color psychology, emotions are only one aspect. It involves utilizing color to match consumer expectations for products and businesses. 

Consider inappropriate colors for particular goods or services, such as a bank’s bright yellow and orange logo or feminine hygiene products’ brown or gray packaging. We feel these colors are incorrect because they don’t fit our expectations.

Color psychology and its significance can significantly influence people’s behavior and decision-making. People form subconscious opinions about another person, their surroundings, or a product within a few seconds or minutes. Colour contributes to this first impression.

Advertisers and brands are aware of this fact. They know that particular colors, tints, hues, and shades generate feelings and motivate behavior. This effect has a modest yet powerful impact.

What impact do colors have on marketing and advertising?

Colors can influence buyers, and you can use each color’s unique associations in your marketing and advertising products. So, let’s explore color meaning in marketing, including the most effective color schemes.

  • Red

Red is a vibrant color that conveys energy, determination, strength, passion, desire, and love. It stands for the bond between humans and the planet, referring to a person’s ability to become grounded. It helps in letting go of emotional and physical reactions, including strength, bravery, passion, and excitement.

Because red stimulates the appetite and accelerates metabolism, food firms frequently use it to brand goods and beverages. Coca-Cola, for instance, is well known for its red and white color scheme. The whirling white letters capture interest and encourage addiction. A desire to have the bottle of Coke is sparked and stimulated by the bright red background.

  • Blue

Blue has more to offer than just its image as a traditionally manly color. Calmness, Refreshing, Stability, Responsibility, Peace, Relaxation, and Sadness are a few additional connections of blue color. 

Since clients demand stability and authority from those who handle their money, blue is a popular color for banks. In contrast, a yoga school might use blue on a flyer to emphasize the sense of calm that customers can anticipate while there. A manufacturer of safety gear like helmets and goggles may use blue to assure customers that the company will protect them.

  • Yellow

Yellow is the color of sunlight, which evokes happiness, enthusiasm, and positive energy. Yellow energizes the muscles and boosts mental activity. It raises self-respect, enhances mood, and increases social connections.

Taxi cabs frequently utilize the color yellow since it is related to food. In addition, yellow is a popular color in advertisements for toys and other children’s products.

  • Orange

Combining red and yellow, orange represents ideas, original ideas, and passion. It increases one’s motivation and spirit while also inspiring creativity and excitement.

The orange color stimulates the mind by increasing oxygen flow to the brain. It evokes memories of pleasant, sunny days for some people, while compassion and meditation come to mind for others. Its almost innocent hue expresses goodness and tranquillity. Additionally, orange encourages us to appreciate ourselves and others more.

  • Green

The color green represents life, nature, and renewal. Physical, mental, and spiritual healing are all greatly enhanced by the color green. Nerve stimulation causes good thoughts to replace negative ones. It inspires feelings of stability and perseverance. It is also considered the most calming color for human eyes and is associated with relaxation.

Green is always used in drug and medical establishments to denote safety. In addition, consumers today are more concerned about their health, the environment, and global warming. As a result, this color can be used to advertise green goods and services. Generally, any effective advertising effort looks excellent in green.


Testing is the only reliable approach to determine whether you’re making the appropriate design choices for your advertising and marketing, even though color psychology might be beneficial. You might need to run several rounds of an A/B or split test to find the most successful color palette. Your audience’s ability to understand your unique branding message will get easier if you work with color in mind.

17 thoughts on “0

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