Psychology of Colours When Marketing

Colour meaning and the psychology of colours can powerfully impact people’s behavior and decision-making. People make subconscious judgments about a person, environment, or product within a few seconds or minutes. Colour plays into this initial impression.

That fact is not lost on brands and advertisers. They know certain colours, tints, hues, and shades evoke emotion and move people to action. This effect is both subtle and powerful.

Sense of urgency, suitable for clearance sales. It also encourages appetite. Thus it is frequently used by fast-food chains. The colour physically stimulates the body, raising blood pressure and heart rate. It is associated with movement, excitement, and passion. It gets people to act and is important for call-to-action buttons, for example, on a website.

This colour is associated with health, tranquility, power and nature. It is used in stores to relax customers and promote environmental issues. It stimulates harmony in your brain and encourages a balance leading to decisiveness.

This colour is commonly associated with royalty, wisdom, and respect in colour psychology. It stimulates problem-solving as well as creativity. It is also seen frequently promoting beauty and anti-aging products.

The colour blue is the preferred colour of men. Its colour meaning is associated with peace, water, tranquility, and reliability. And it offers a sense of security, curbs appetite, and stimulates productivity. It’s also the most common colour used by conservative brands looking to promote trust in their products.

These two colours are cheerful and promote optimism. Yet, you have to be careful when using them in advertising. Yellow can make babies cry, while orange can trigger a sense of caution. At the same time, that discomfort can be used to create a sense of anxiety that can draw in impulsive buyers and window shoppers.

While technically not a colour (it’s the absence of colour because it absorbs light), we think of black as a hue. It is associated with authority, power, stability, confidence, and strength. Often a symbol of intelligence, it can become overwhelming if used too frequently. Black is tricky to use in marketing, but some have done it successfully.

Gray symbolizes feelings of practicality, old age, and solidarity. Too much gray can lead to feelings of nothingness and depression, however. Gray can be uninspiring if it is used too often.

White is associated with feelings of cleanliness, purity, and safety. And it can be used to project an absence of color or neutrality. White space helps spark creativity since it can be perceived as an unaltered, clean slate. It may not be the best color for every business. But using white in marketing can be effective for a minimalist brand or approach.

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