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The Psychology of color in Marketing

Author: Wudy Mfoutou

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Date of Publication: 18/02/2023


Psychologists have long shown an interest in the effects of color on human behavior. In fact, in the early 1900s, Wilhelm Wundt established a laboratory dedicated to the study of color perception. Since then, researchers have conducted many studies on the subject and a lot of evidence shows that color actually influences our behavior in various ways.

How to Use Color Psychology in Marketing

Understanding the psychological effects of color can help create more effective and

successful marketing campaigns. In particular, color psychology is a powerful tool that marketers can use to influence consumer perceptions and behavior. For example, it can lead to different purchasing decisions. Therefore, companies can make their products more appealing to consumers by carefully selecting the colors used in product packaging, advertisements and more. In addition, this way they increase their chances of

making a sale.

The Different Meanings of Colors in Marketing

For example, one study found that red colors tend to increase feelings of excitement and

energy. On the other hand, blue colors are more likely to promote feelings of relaxation

meaning of colours

and calmness. This means that red colors are often used in product packaging or advertisements for products designed to be stimulating or exciting, such as sports equipment or energy drinks. Yet blue colors are often used in product packaging or advertisements for products designed to be soothing or relaxing, such as beauty products or spa services.

The Impact of Color on Branding

In addition to affecting mood and emotions, colors can also influence purchasing

decisions. For instance, warmer colors like red and yellow are often associated with

urgency and impulse buying. On the contrary, cooler colors like blue and green are often

linked with rational decision making. This means marketers often use warmer colors in ad

campaigns for products they want consumers to buy on impulse, such as clearance items or last-minute deals. Cooler colors, on the other hand, are more likely to be used in advertising campaigns for products that require more careful consideration before purchase. Such products are expensive electronics or financial services.


Reference list

LesJeudis, T. (2020, 21 avril). Le pouvoir des couleurs au service du marketing. Blog Les


Voicu, R., & Voicu, R. (s. d.). Quelle est l’importance des couleurs dans le marketing ? Hautes écoles bacheliers en marketing.

Azaïz, H. (2022, 25 juillet). La signification des couleurs pour influencer votre marketing. Agence 1min30.

Style, G. (2021, 12 janvier). Signification des couleurs : comment utiliser leurs pouvoirs dans votre communication ? Graphicstyle.

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