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How To Use Colors To Create Eye-Catching Marketing Materials

Updated: Nov 13, 2023

Color impacts our perceptions and thus impacts our decisions. When marketing a product, colors are the most important part of grabbing customers' attention. Also, colors invoke emotion. Therefore, the “wrong” color can give a different message to consumers. So, understanding color can help companies with marketing and impact their success.

The theory of colors The color wheel was created by Isaac Newton in 1666. It’s used to understand how colors relate to each other. The primary colors are red, blue, and yellow. Furthermore, secondary colors like orange and green are obtained from mixing two of the primaries. Accordingly, tertiary colors go further in between. So, they give us combinations of yellow-green, blue-green, blue-violet, and more.

Colors and Emotions Many studies have been done on the effect of color on consumer emotion and perception. Consequently, brighter colors such as white, pink, and red create more positive reactions. However, darker colors like brown and black bring out emotions of sadness and mourning. According to Labrecque and George, a brand’s use of warm colors like red and orange conveys more excitement. Also, each brand’s website and background color affect the behavior of its visitors and customers. In the end, colors also affect performance.

Color Harmony

To achieve a good brand image, a successful marketing color scheme consists of colors that work well together. Using the color wheel can make it easier to identify harmonious combinations:

· Analogous color schemes use three adjacent colors for a smooth link among each.

· Complementary schemes employ colors from two opposite sides of the wheel, creating a strong contrast.

· Triads use three evenly spaced colors that make for a bold statement.

· Monochromatic schemes consist of three different values of a single color; a subtle yet sophisticated look.

· Split complementary schemes use a color and the two colors adjacent to its complement for another bold combination.

· Square, or tetrad, schemes get more complex with two complementary color pairs.

Color Combinations

With the basic knowledge of color theory and psychology, the possibilities of color combinations are limitless. For example, adhering to certain palettes or integrating a core color scheme offers many possibilities. By adding brand colors to the marketing efforts, a consistent look will begin to emerge. Hence, brand awareness and memorability are boosted. The below images show color facets that can be used for marketing or branding.

color facet used for business marketing and branding

colors used for business marketing and branding

Some Colors and their meaning in Business

· Red: a physical color that calls for action to be taken. Its high energy and strength draw attention to it. Red can be used when an item is on sale.

· Orange: Orange inspires and creates enthusiasm. Also, it suggests affordability.

· Green: Green is associated with nature and health. It balances the emotions and inspires compassion.

· Blue: Blue is the safest color to use. the reason is that it implies honesty, trust, and dependability.

· Pink: Pink denotes compassion and nurturing.

· White: White is a blank canvas that creates stimulation. It implies efficiency and simplicity, fairness and order.

· Black: Black is the color of power and authority. However, it also appears intimidating and unfriendly.


So, colors have a powerful effect on the subconscious. Still, the test of colors varies depending on people and situations. But, it helps to use a complementary color with the main color. Over-using a color can negate its effects, in fact having the opposite effect. There are plenty of color combinations available, so your business can choose the one you like. By considering the emotional effects, you can create an image suitable for your company.


Cynthia Mbotiji Fondiang author of article How to use colors to create eye-catching marketing materials
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