Color Psychology in Marketing

color psychology marketing

The colors you employ in your marketing and branding are foundational. These colors will form the basis of your logo, website, advertisements, and much more. Therefore, making these choices without careful consideration is not advisable. Instead, strategically select the colors you will use for your branding and marketing. How do you do this? The key is to grasp color psychology and utilize its principles to your advantage. 


Color psychology is the theory that certain colors trigger physical or emotional responses, ultimately influencing human behavior. While it may not be as straightforward as seeing red and getting angry or seeing blue and feeling peaceful, it’s close to that. Medical studies indicate that the color red corresponds to an increase in blood pressure, while the color blue corresponds to a decrease. Due to this impact on behavior, color plays a significant role in setting the mood. According to Architectural Design, this makes selecting the appropriate paint colors crucial for establishing the atmosphere of your home. Warm colors tend to energize, while cool colors tend to soothe. 


It is one of the most powerful colors in sensory terms as it conveys a wide range of sensations. In scientific terms, it has been proven that when our eyes see the color red the heart accelerates, which demonstrates the impact this color has.  

The sensations transmitted by this color can however be contradictory, starting with the positive ones, red is undeniably associated with passion and love. Power is another sensation transmitted, something that is commonly used in high-competition cars, famous people’s clothes, or luxury objects. As it is a visually striking color, it creates a feeling of confidence in the person who uses it.  

On the other hand, it also has the negative aspects of being associated with anger and aggression. It is common for characters to appear red to indicate that they are upset or irritated.  

In terms of marketing, the most important aspect is that red is related to impulse, perhaps that is why it has been proven that Calls to Action that use this color are the ones that convert the most.  

In terms of Landing Pages, the use of red gives a feeling of emergency and something that is limited, however, the excessive use of this color becomes aggressive and alienates readers. It is necessary to use it intelligently.  

The companies that use this color the most are those linked to children’s products, sports, food, and technology. Some of the best-known examples are Coca-Cola, Lays, KFC, Netflix, and Nintendo, among many others.  

On the other hand, companies linked to financial products avoid using this color because it conveys a feeling of something unsafe. 


It is a color that conveys complex and in many cases contradictory feelings. If on the one hand, it is associated with courage, confidence, determination, energy, and creativity, on the other hand, it is related to feelings of ignorance, depravity, and frustration. This situation is so striking that a study concluded that 29% of people considered this color to be their least favorite.  

It is a color that is related to the social and communication factors. It has been very useful in party contexts, events, and groups of people In terms of design, it is often used by independent and non-corporate brands. It is also used by companies that want to relate to a younger and more rebellious audience, as is the case with Fanta, Crush, and Nickelodeon. Other examples of brands that use the color orange are Firefox, VLC, and even Amazon itself.  

Another example where it works particularly well is in brands related to natural products because it makes a very direct association with Autumn and the Sun.  

It is also important to mention that it is a color that most people associate with something “cheap”. This can be a great advantage if used correctly as companies such as EasyJet or TNT use this to convey to their customers the low costs of their services. 


It is a color that conveys confusing and contradictory feelings. On the positive side, it is a color that is associated with joy, not forgetting the famous yellow emojis, flowers, and the Sun. It is therefore a color that conveys joy and well-being. The chromatic similarity with orange creates some sensorial relationship with it.  

It is the lightest color within the chromatic spectrum, which means it is commonly associated with the idea of something new, fresh, and innovative.  

On the other hand, it is a color that is associated with various signs of danger and risk, as such it reminds us of situations in which something is not right. It also conveys a certain apathy, irrationality, and even fear. Of the various brands that use this color in their logo, we have famous examples such as McDonald’s, IMDB, Nikon, and IKEA and even the background of the Ferrari logo is yellow.  

In graphic terms, it is a color that requires some care when using it, as on the one hand it can look extremely good when contrasted with dark colors, on the other hand, you should never create shadows using this color as it gives a feeling of dirt. It should also not be used excessively on Landing Pages because according to a study carried out in the United States, 22% of people consider this to be a sign of a cheap and poor quality product. 


Perhaps it is one of the colors whose symbolism is more linear, that is, green represents nature. This relationship is very direct as almost all plants have green as their predominant color.  

When observed, it creates a feeling of something fresh, healthy, calm, and natural. In symbolic terms, it is also associated with money and finance, which is why many banks use this color in their logos. It is also associated with the idea of having access to all necessary resources such as food, shelter, and water. For all these reasons, it is a color that is widely used in environments and spaces used for relaxation and relaxation.  

In negative terms, this color can convey something stagnant or boring, however, this association is not very common.  

The vast majority of brands that use this color are companies that are in some way linked to food products or natural products, such as Animal Planet, Tropicana, Starbucks, or John Deere. There is also the case of companies directly or indirectly related to energy that also use it, such as XBox, EnergyAustralia, or BP.  

Considering current concerns, green has become strongly associated with the environmental fight against climate change.  

In terms of page design and layout, green is used for products that are associated with relaxation, calm, and relaxation. Green is usually used in titles or throughout the page to convey a feeling of security. 


Throughout history, it has been one of the most important colors, something justified by the difficulty of extracting it using natural methods. During the Middle Ages, the famous Lapiz Lazuli was an excellent color that could only be used on the most important occasions.  

It is considered the favorite color by the vast majority of people, this is proven by the fact that 53% of men and 35% of women choose it as their favorite color. This preference is also reflected in the use of logos, that is, 33% of registered brands use blue as the main color. But what is the reason for this preference?  

In nature, the color of the sky, water, and sea is something that naturally conveys a feeling of calm and stability. Furthermore, it is a color that conveys a feeling of confidence, knowledge, and security.  

These are characteristics that are almost transversal to any brand, in the same way that they are sensations sought after and desired by most people. Some studies indicate that 15% of people are more likely to enter a store if it uses mostly the color blue.  

Examples of the use of blue in logos are Facebook, Walmart, HP, American Express, and Vimeo. Due to the great preference that this color has among people, it is almost always a safe bet to put blue in the logo, so much so that there is the famous phrase “When in doubt, add some blue”.  

It is important to remember that the use of this, or any other color, is not a guarantee that a brand will be successful, and it is always essential to try different proposals to see which converts best. However, the use of this color can also have its disadvantages, the main example being its use in food-related brands. This is because in nature there are practically no foods with the color blue, so our brain will never naturally associate both things.  

Another disadvantage that is important to remember is that the use of dark blue, or faded blues, can convey a feeling of coldness, sadness, and distance. 


Commonly known as Purple, this word comes from the Latin Purpura, which in turn comes from the Greek Porphura.  

This is the most expensive color in terms of production due to the difficulty of extracting natural elements. This excessive cost meant that it was the only color prohibited from being used in a national flag because any country that used it would go bankrupt to produce their respective flags.  

Because of this, this color is related to something exclusive and extravagant. Examples of this are its use by high-ranking officials of the Roman Empire or the prohibition that Queen Elizabeth I (1533-1603) of England imposed on its use by anyone who was not part of the Royal Family.  

Purple conveys a feeling of knowledge, wealth, and sophistication, normally being associated with expensive products with some degree of exclusivity. In neurological terms, it is proven that this color stimulates the areas of the brain dedicated to creativity and problem-solving.  

Its relationship with the colors attributed to the Chakras means that purple is associated with spirituality and sensitivity towards more esoteric aspects, which is why it is widely used in several brands related to this theme. It is also frequently used by products in the beauty and anti-aging section.  

As it is a color that is more successful among women, it is commonly associated with brands such as Hallmark.  

However, it also has its disadvantages and can transmit feelings of excess and decadence, so care must be taken when using it.  

Another negative aspect is the fact that in European Catholic culture, this color is associated with death and mourning. Perhaps this is why it is often used to represent spaces associated with cemeteries or necromancy.  

Some examples of brands that use this color are Cadbury, Aussie, and Taco Bell. 


This is the color most commonly associated with women and is therefore widely used in clothing brands and beauty products.  

It conveys a feeling of youth and rebellion, and in certain situations, it is also associated with childish behavior and attitude.  

When using it, you need to be very careful as its relationship with other colors is complex and it is difficult to get it to blend well.  

The layout of a page should be used when it is intended to show that a certain product is different from others and is aimed at a younger audience.  

The most famous use of this color in the logo is by Barbie, and it is also a symbol of Victoria’s Secret or Cosmopolitan. 


Scientifically it is the combination of all colors, although by contradiction psychologically it is interpreted as the absence of color. Eternally associated with simplicity, clarity, and purity, it also has spiritual relationships as it is directly associated with the divine.  

Socially, it is associated with something modern, simple, and clean, and is often used by brands looking to convey this type of feeling.  

It is also associated with cleaning, which is why both cleaning products and even hospitals themselves tend to use it abundantly. Precisely for this reason, it is a color that ends up being related to something empty, boring, and without personality.  

In terms of layout, it is a color that must be present on all pages, otherwise it will look too heavy visually. However, it should not be used excessively as it gives a somewhat amateurish feel. 


Known for transmitting power and elegance, it is a color normally associated with authority.  

It is most likely the most used color in marketing, both physically and digitally. Black is present on literally every website, Landing Pages, Catch-Up Pages, and everything else.  

Naturally conveys a feeling of sophistication, sobriety, power, and elegance. It is highly used in clothing and is almost always present in more formal clothing. Because of this, many luxury brands use this color in their logo to convey security and wealth.  

This use is so widespread that 3 out of 10 companies use black as the predominant color in their logo.  

However, this use is not widespread, companies or products related to food avoid this color as much as possible as in this context it conveys a feeling of death and decay. This feeling is related to the fact that it is a color that represents the end of life, mourning, and depression.  

Some of the most famous brands that use this color are MTV, Puma, Chanel, Nike, and Boss. 

In terms of design, it is the color most used to represent simple shapes, symbols, or schemes. It works particularly when combined with other colors, however, it should not be used excessively as it may convey a too heavy feeling to the reader. 

color psychology marketing


Color psychology will inevitably influence your marketing efforts. Your audience will subconsciously form opinions about your brand based on the colors you use. They will respond more readily to a red, green, or blue CTA button.

This will happen regardless of whether you deliberately incorporate color psychology principles into your branding and marketing designs. 


Ricardo D’almeida

Healthy Icaro Blog by Ricardo D'almeida


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