Color Psychology: Color Meaning in Marketing & Advertising

Colors play a key role in marketing and advertising because colors influence our (buying) behavior - sometimes obvious, sometimes subtle. How? Through emotions. Colors have a strong psychological effect on people. Colors touch our senses, influence our feelings and evoke certain reactions. These reactions are a very complex combination of personal taste, cultural background and upbringing.

The power of color over our behavior

One color, different sensations. Not everyone perceives the same color in the same way because perception is something very subjective and depends on personal taste. Not to mention, individual expectations. Everyone knows the striking red and yellow combination of a well-known fast food chain. With this specific color design, the burger and fries giant symbolizes being fast and cheap but also unhealthy. This is certainly also the reason why responsible marketing decision-makers have increasingly opted for green in the past as sustainability is increasingly in demand among consumers. In terms of expectations, if a reputable insurance company, for example, relies on the colors red and yellow, the majority of the population will associate this insurance company with inferior quality and at best, discount qualities. A solid shade of blue is better for this reason and this type of product. All of this because our expectations of red and yellow are associated with a sense of inferior quality. Successful marketing also takes cultural differences into account. A color can mean different things in different cultures. The most famous example is in Eastern cultures where the color white embodies mourning and death, with most of the Western world thinking that the color black is more typical for funerals. Different countries, different color customs. International companies in particular should know and take into account the cultural meanings of colors to avoid this type of confusion. Another factor influencing color perception is evolution. We are programmed to avoid or prefer certain colors. Take brown for example, which already is badly connoted because the evolution of man has created a negative sense of connotation with this color. We avoid brown as it could mean something is rotten or the colors can often be associated with waste or garbage.

Colors in marketing - Choosing the right color for your brand

Companies use colors specifically for their positive appearance whether in product design, in advertising or in web design. To reinforce their mission, brands and companies like to make their logos colorful. How does each color work? How is each color perceived? How does each color make people feel? We will walk you through a brief overview of the whole rainbow before breaking them down for you individually:

• Red is a rather difficult color for marketers as it is characterized by contrast. The warm color stands for love, passion and energy. In advertising, red is mainly used as an accent color, for example, in discount or sale campaigns as it will easily help to get consumers’ attention right away. Learn even more about the specifics of red in marketing.
• Orange is a friendly color and has almost no negative connotations. Instead, this color mostly has positive ones like enthusiasm, vitality and humor. Orange marketing is more and more associated with discount stores and inexpensive products.
• Yellow is often seems as optimistic and happy. Companies use yellow in marketing to brighten the mood, convey happiness and warmth.
• Green evokes a sense of calm, balance, harmony and happiness. It can also trigger feelings and connections to nature and the outdoors. So oftentimes, green in marketing also stands for sustainability, eco-friendliness, environmental awareness and a closeness to nature.
• Blue is very popular in marketing and advertising. Blue is considered to be credible, reliable and secure, which is why it is commonly used by insurance and financial services. Light blue tones are often seen as energetic and refreshing. Blue color psychology in marketing is often used for chilled and fresh products. It also conveys a strong sense of trustworthiness.
• Purple shines with almost exclusively positive emotions. Purple represents creativity, wealth, magic and spirituality. It can also often convey a sense of regality and royalty.
• Pink in marketing often evokes postive feelings of warmth and playfulness. The color is often associated with affection, nurturing, and compassion, which makes it a popular choice for industries catering to those industries. Companies and brands seeking to evoke a sense of emotional connection and some fun with their target audience should consider choosing the color pink.
• Brown is one of the most unpopular colors, sometimes unjustly underestimated. We associate brown with dirt and a lack of freshness. However, brown also stands for reliability, security and closeness to the earth. By using the color brown, you signal environmental awareness and naturalness. It is also a great option for any company or brand that has an outdoor focus.
• White is pure and clean and can often represent health and peace. It is also very modern and can be used as an accent color. On the other hand, white is also associated with coldness, blandness and sterility.
• Black is associated with elegance, power and wealth. Black in marketing is particularly suitable for modern and forward-looking products, services and brands. It can also appear more minimalistic.

There is no master plan for colors in advertising. It is important that you put the colors in the right context. Are you looking to convey natural quality? Then the actual disreputable beige or light brown is a good color choice. Read our articles on each color and learn more about their marketing impact.

Which Color Is Right For My Brand?

Don't leave the color to chance. After all, you also think over all other aspects of your brand and overall communication down to the very last detail. First, consider the market your business is in. Think about what sets your brand apart, what the product or service stands for. What message and what values do you want to convey and how do you associate them with a color? Also think about which target group you want to address. Remember, you cannot consider every single person in your target group. Color perception is something very subjective, however there are ways to utilize color for the majority of people by using the knowledge of color psychology. You can get guidance, including which color is suitable for which business groups, in the color-specific blog. For even more about how to build your brand, and not just choosing the colors, be sure to read our post about the 8 Steps to Build Your Brand.

Use the psychological of colors in advertising for your promotional items

Use and ultimately benefit from the emotionality of colors specifically to help boost your overall marketing. Because emotions determine the perception of a brand and are ultimately decisive for the impulse to buy. The color design of a promotional item should therefore also be carefully considered. Use the powerful influence colors have on consumer behavior to push your brand. At allbranded you get promotional items in all imaginable colors so you can find the right product, in the right color to showcase your brand’s personal style and message. Would you like to order a power bank in plain black or stylish pink? You decide! Like colors, promotional gifts are remembered for a long time, giving your company even more in terms of overall brand awareness. In combination, these branded promotional merchandise items increase the advertising impact of your marketing campaign many times over.