• by Leslie Licano , November 11, 2024

Color psychology in marketing and branding plays a crucial role in shaping consumer perceptions and influencing purchase decisions. From calming blue to energetic red, colors call forward emotions that can be used to connect with the target audience and potentially influence consumer behavior. The way people respond to color is rooted in the science of psychology, and businesses that effectively leverage this understanding can craft stronger, more memorable brands and drive consumer action.

Brands use color psychology in marketing to evoke certain feelings and responses from target audiences.

When using color psychology in marketing and branding, it’s important to know your audience and the desired action that you want to prompt.

What to consider when selecting the right color              

Brand identity and brand voice – Make sure that the colors you select evoke a feeling that aligns with your brand image and voice. For instance, a luxury brand may opt for black and gold to represent sophistication and exclusivity, while a children’s toy brand might choose bright, playful colors like orange and yellow to feel energetic and fun.

Target audience preferences – Investigate whether your target audience has a positive or negative response to the color(s) you’re considering. Gender, cultural background and even geographical location can play a role here.

Competitor colors – Complete competitor analysis and make sure you aren’t selecting the same exact color palette as your competition. Differentiating your brand with distinct colors can help signal a fresh perspective.

User experience  – Select colors that enhance the user experience and avoid those that might hinder it. For example, a red “Buy Now” button can create urgency, while green signals “Go.” But an entire red webpage with thin white text may strain the eyes and discourage visitors. 

Color hierarchy – Make sure that your primary, secondary and accent colors mesh well together. A common rule of thumb is to use colors that are complementary (opposite on the color wheel, like blue and orange) or analogous (next to each other, like blue and green).

Color psychology in marketing and branding is where science and creativity combine, helping brands connect with target audiences through visual means. While color is not the only factor driving consumer decisions, it plays a critical role in shaping a brand’s identity and influencing how it’s perceived. By keeping in mind the specific emotions that each color can spark, and using best practices to select colors that fit your brand image and goals, you can help your customer feel even more connected to your brand.