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Color psychology in marketing and business

The sale is not a coincidence! Here, everything must be refined, thought-out and well-suited to the recipients and the goal we want to achieve. Colors affect not only the perception of the brand, but also … the sale of its products or services! Read how the psychology of color in business looks like in practice. We serve a whole range of colorful messages on this topic.

We perceive 80% of information about our environment visually. This is the best proof that the phrase “we buy with our eyes” is not a fingerprint. Visual communication passes through many different “filters”, such as upbringing, individual experiences, cultural patterns, and private preferences. Our psyche processes them at an express pace and sums them up with association and information about the attitude we should have to a given color.

Colors affect us, affect our mood. Skillfully used, they can be a tool for manipulation, also in sales – their importance in advertising and broadly understood marketing is enormous. Are you interested in the psychology of color in business? Read on!

>> Colors in marketing. The importance of color psychology in business <<

Color perception

Color psychology plays an extremely important role in business. It is the colors, i.e. the layer related to the aesthetics, that can influence the reception of the company or product by customers. Simply put – encourage or discourage them from buying. If the growth of sales bars is close to you, use different shades in your marketing wisely, based on the psychology of color.

Colors in advertising – what can you achieve with them?

It is primarily the power of influencing customers. A product in a properly selected shade can more effectively attract attention and become an object of desire. The colors in advertising and sales create a climate and create a good environment for making a purchasing decision. At least in assumptions. They also influence how the client (acquired and potential) reads the brand (usually on an unaware level).

The colors of the packaging also have an incredible power to emphasize the value of the goods, and when properly used, they increase the legibility of the message. However, it works both ways – a wrong combination of the background and the inscription can make the client lose track of what the author meant and which message should stand out on the intentional lead.

Good to know… Sometimes the little things do a BIG job. Different colors will work in different circumstances. When designing an outfit, remember that some of them are better visible from a distance, others used in the form of a background and combined with a specific shade of inscriptions may make it moderately readable. When testing the packaging in a given color, also consider how the color is influenced by artificial lighting. It may turn out that you get a completely different effect from the intended one!

Color psychology in business – basic information

For over 65% of customers, color is the most important motivator when making a purchase choice. Its reception is conditioned by personal preferences, experience, upbringing, cultural differences or context.

>> Personalization in e-commerce – how can you earn from it? <<

Colors in advertising and physical reactions

We know that the purchasing decision is made in the heart. We buy emotionally, and then common sense comes to the fore. And this is the moment when the perfect seller comes in “all in white”! But today it’s not about selling, so before we let it on red carpets (their color is not accidental!), We will first look at the physical reactions related to the perception of specific colors. We advise how colors affect what we put into the basket.

Red stimulates active features and encourages action. Used as part of lighting, it can raise blood pressure and speed up the purchasing decision by up to 12%! This means that the offered products would be great to present in hatcheries.

We put the jokes aside and straighten the shirt collar. After all, we know that a purchasing decision can be very stressful for some. Especially if it involves spending your entire life savings or taking a loan for the same period. If you offer a good or a service that really costs a lot, go for cool shades in the logo and design of the company. Why? Well, because they have a calming effect. For a customer stressed out by buying – what he found!

Color in advertising – how, where, when?

The answer to the question “how” has already been given. Before we move on to developing the topic and description of individual colors in business, let’s first take a look at “where”. The “when” is obvious.

In the marketing message, our goal is to persuade the recipient to make a specific move. The conversion may be downloading the material, throwing the product into the basket, using the promotion, or going to the next tab. For this purpose, we use buttons calling for action – i.e. CTA (Call To Action).

Their color matters! As Tom Wallace, Web Analytics & UX Specialist at Paraphrase Online explains to us:

The choice of colors on the website depends on its entire design and what surrounds our CTA. If a color is to encourage clicking, it should be visible. However, you should avoid the flickering effect and maintain a good contrast between the text on the button and its color. The shade is also important. The green ones are reserved for acceptance, for moving on. Yellow and orange prompts, rushing to perform the action. When properly typed into the page design, these shades are noticeable, easy to find. This is important – the CTA must be visible, legible and safe. Which color is the most effective? It depends on the specifics of the industry, website design and many other elements. If you want to choose the best option – create different variations and subject them to AB tests.

>> Step-by-step customer satisfaction survey <<

Color psychology in business

The division into warm colors and cold colors, presented in the form of a pie chart, was designed as early as 1666 by Isaac Newton. The first group of colors (warm colors) includes red, orange and yellow, while the second (cool colors) includes blue, green and purple.

What do colors mean in an advertising message

What does color symbolize and what does it mean for your business? What colors do specific brands choose and what effect do they want to achieve, depending on the base color? Better to use cold colors? Or maybe, on the contrary, a cool shade has a negative impact on the perception of the brand? Let’s see what the experts in color theory say about the color itself!

Black color – meaning

Black is mysterious, elegant and reserved for individualists. We identify it with luxury, prestige, elegance, high quality and intelligence. Black is associated with professionalism, seriousness and self-confidence. Its use in business is decided mainly by brands from the fashion, jewelery and technology industries, as well as those that want to be seen in the premium category. Examples? You don’t have to look far: Chanel, Prada, Zara, Calvin Klein, Adidas, Nike, Apple.

Fun fact… Apple changed the colors used in its visual identification many times. In 1977, all the colors of the rainbow appeared in the logo! Ultimately, the team of specialists decided that the brand could be perceived as frivolous, too funny and the blaze of colors was abandoned.

The visual identity of the brand is kept in white

White is perfect for the industry of modern technologies, green trends and health. A logo in this color is subconsciously associated with a sense of security and cleanliness. The exception is China, where white is associated with death. It is worth knowing not to kill your business in this market.

Companies that do not stop at creativity using white in their visual communication include HP, Adidas, BMW, Apple.

Brown in advertising

Like orange, it does not enjoy a good reputation and is not the first choice of industry specialists. Subconsciously, we associate the color of wood with stability and reliability, so it is worth using the power of this color. Especially if our industry is related to nature and what is organic. Additionally, brown is associated with food, and more specifically – with sweets. So if you are building your empire on chocolate – you know which direction to go!

Who goes hand in hand with you? Among others, m & m’s, UPS, Snickers.

Blue color – meaning

This coldest color is perceived as neutral because it does not arouse strong emotions. Experts indicate that blue increases trust, is associated with knowledge and safety. It brings freshness and cleanliness to mind. Interestingly, blue lowers the appetite because we often subconsciously perceive it as poison.

Its use in advertising has been decided by, among others, Nivea, Danone, Volksawen, Facebook, Samsung, Ford, GAP, Skype, Twiiter, Nokia, Philips, Volvo, Unilever, Oral-B, Sandler Training and Ikea. These companies love blue!

Green color and psychology

Dark green and its lighter variations are associated primarily with hope and freshness. Its darker shade also symbolizes happiness! However, these are not all the meanings conveyed more or less consciously by this color. In an advertisement, green may have direct connotations with nature, harmony, health and life (also in the context of… fertility).

It is worth knowing that the color green lowers the level of stress, calms down and introduces a good mood for conversations. For this reason, it is good to use it especially when a purchasing decision related to our product may result in a high level of tension for the potential customer.

Brands that have opted for green in their visual communication include: BP, Starbucks, Android, Tic Tac, Acer.

Red color – meaning

Blood red, but also its other shades, are associated primarily with love and fiery feeling. They are also seen as a symbol of strength (sometimes impure and devilish!), Energy and passion. Shades of red symbolize vitality, beauty and a smile of fortune. Are these positive feelings and emotions … and the other side of the coin?

This color is treated as a warning – it portends danger and is supposed to evoke a reaction of increased caution. It is also a direct invitation to take up activity – make a move. Which brands shouted “Action” and reached for red in visual communication?

Among others, Coca-Cola, H&M, Media Markt, Levi’s, Mitsubishi Motors, Lego, Wilson, Nescafe, Red Bull, McDonald’s, KFC, Makita, Canon, Kellogg’s, Audi, Pepsi, Colgate, Pizza Hut, and Adobe. In their logo we can see the red color, which stimulates emotions, feelings and… appetite!

The meaning of the orange color

Orange in advertising is less stimulating than red and yellow, but it is difficult to ignore it. It is associated with youth, fun and a leap of positive energy. The psychology of color suggests, however, that it can also be perceived as a danger or a warning sign of it.

This color (similarly to bronze) should be approached with caution – it is not in TOP3 of customers’ favorite colors. But Orange has a different opinion on this.

What other brands use the orange color with due boldness and the guideline adopted from above? The psychology of color does not discourage the use of orange from such companies as Fanta, Stihl, Timerland, Nickelodeon, Sound Cloud or Burger King.

As the success story of the aforementioned has shown, the orange is rightly not terrible!

The meaning of yellow

Yellow has a lot of energy! In advertising, it attracts attention faster than all the other colors. It also drives our creativity. However, you need to skillfully use its power – yellow can be disturbing and seem aggressive. It is also the color of the sun (indirectly influences a good mood), warmth, fun and optimism, which stimulates the appetite. So is the red one. Perfect shade for McDonald’s, right?

They use it in their visual identification, among others, IKEA, Shell, Nikon, CAT, Snap Chat, DHL, BIC, Renault, Ferrari, Lipton, SubWay, and Chupa Chups.

Violet color in advertising

Violet is unconventional and reliable. This is the color assigned to magic and mystery. It is associated with luxury, nobility and spirituality. Its power is used by brands such as Milka, Whiskas, Yahoo!, Claire’s, FedEx, and Instagram, among others.

Pink in marketing

It is the color of the most beautiful feelings – love, friendship, tenderness and sensitivity. Pink color – depending on the saturation level – can be warning or reassuring (when it is lighter). It is often used by brands that offer toys (especially for girls) or beauty services.

Pink in advertising is used, among others, by WIZZ, Barbie, Cosmopolitan, Victoria’s Secret, Bourjois, Inter Miami or Tinder!

The psychology of color in advertising – a summary

The importance of color in advertising is enormous. On its basis, we subconsciously evaluate the product and its classification. If this is the case – it is worth learning about the meaning of colors and start using it in marketing and communication. Thanks to this, we will optimize the actions of users and start influencing their perception of the brand.

Remember that the colors used in the corporate identity of the company should be “filtered” through cultural patterns. It’s not difficult to shoot through – for example, in China, yellow refers to pornographic content, and our exclusive white … to death!

If you want to draw the future of your business in the juicy colors of hope, use colors with head and sensitivity. When choosing them for visual communication – use the support of experts.

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