The Psychology of Color in Marketing and Branding

Color psychology is the study of colors and their influence over our emotions and behaviors which’s all relevant to cultural background, upbringing, personal preferences, and what certain colors trigger a certain feeling. Brand tend to implement certain colors in their websites, advertisements, and products.
Therefore, it’s vital to pick colors that remain with the mission of the business as the right color can bring forth the proper reaction from a consumer.


Importance of Color Selection
Color Psychology can be somehow a complex topic because colors and feelings can be highly subjective, however, studies suggest that color does have impact over emotions in specific way. According to Tali Zipper, vice president of marketing for Baby K’tan LLC, she believes she that as a company that makes baby products, she wants her brand to bring forth feeling of comfort and reliability. She talks about the marketing strategy of picking cheerful colors that represent reliability that allow customers to feel a sense of ease.

Also, she explains that the company found studies which stated that blue color is related with credibility and calmness, but the company decided to alter their blue to a vibrant hue so that customers would relate the brand with feeling of joy.

In Addition, according to Lauren Elis, creative director at Masonry, it’s important to figure that different colors can evoke different emotions according to cultures. For insistence, Red in western culture usually signifies danger, passion, or anger, whereas in eastern culture, it represents luck or joy. Blue is regarded as a masculine color in U.S. unlike China where it’s regarded as a feminine color.

Therefore, color selection can play a significant impact on the reaction of your audience and the feeling it releases towards the products that’s why it’s important to select colors in a strategic way in order to contribute for the goals of the piece.

Color Representation

Red is often related with releasing strong passionate emotions such as love, comfort, confidence, warmth, excitement, passion which are positive emotions related to this color. Anger and danger are negative colors triggered by this color.

Pink is related with romance and love, a color that’s clearly seen for romantically themed chocolates and lovely cards during Valentine’s Day. It’s also a color that brings a sense of calmness into the viewers. Pink is regarded culturally as a feminine color that reflects kindness, softness, and compassion.

Orange is related with excitement, enthusiasm and warmth. It’s an energetic color that draws attention that’s why it’s often used on traffic signs. Citrus fruits are also linked with the color orange.

Yellow is a cheerful and bright color, but it’s also linked found to trigger feelings frustration and anger. Since it’s the most eye grabbing color, it’s heavily used for traffic signs or for advertisement.

Green carries many meanings. While one of them has to do with nature, it’s also related with soothing, calming, and health emitting feelings. Also it’s related with luck and fertility, but it also has negative connotations like jealously and money.

Blue is seen as calm and serene color. It’s a non-threatening color that represents peaceful emotions, but it’s also related with sadness and icy feelings.

Purple can be best described as a mysterious, imaginative, and a spiritual color. It’s also related with royalty and wealth.

White is culturally related with purity, innocence and cleanliness that’s why the bride’s dress is colored white, whereas on the other hand, it can be viewed as a cold, sterile, and bland color.

Black is a color that’s often related to death, mourning or evil. It’s a dominant color during Halloween and a given color for nemesis in movies. It’s an also a classic color choice when it comes for fashion for its sliming effects.





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