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The psychology of colours and how to use it in marketing

Updated: Jan 26

The author Andrei Cioloboc of the article:" The psychology of colours in marketing and how to use it to your advantage".

Publication date: 23.11.2023

Colours are very important in marketing because they can affect how consumers behave and perceive products. Actually, the most successful companies have researched colour psychology in marketing. They use it to develop marketing strategies that will be based around it. So, for a better understanding,we will see how some of the colours work and affect customer choices when it comes to marketing.


People frequently identify the colour red with vigour, enthusiasm, and urgency. It can usually give the customer the urgency to and encouragement to make an impulsive purchase. What’s more, red is a popular colour for one-time deals and clearance items.


Blue is regarded as a tranquil and reliable colour. In particular, it portrays signs of professionalism, dependability, and security. For example, blue is a common colour used by banks and other financial institutions in their branding. They do this to convey reliability and confidence.


The yellow colour is eye-catching and vivid. It is linked to contentment, hope, and inventiveness. Many companies choose yellow to attract attention and show optimism. This is something which customers can see as a positive thing and get attracted.


Green has a deep connection to harmony, growth, and the natural world. It stands for sustainability, health, and freshness. Many organic and eco-friendly firms use green in their marketing to emphasise their commitment to the environment.


colours in marketing

The orange colour is associated with energy, imagination, and adventure. It may generate excitement and promote rash purchasing decisions, similar to red. Yet orange is a colour that retailers frequently employ to draw customers and boost sales.


Purple is frequently connected to elegance, refinement, and inventiveness. It may generate feelings of luxury and exclusivity. Apart from that, purple is a popular colour used by beauty and cosmetic firms in their marketing to represent elegance and high quality.

How to Take Advantage of Colours in Marketing

1. Recognise Your Target Market

Depending on the demographic, different colours might elicit different feelings and reactions. However, there is one important thing you need to keep in the back of your mind when choosing colours. This is taking into account tastes and cultural background of your target audience.

2. Consistency and Branding

To establish a powerful and identifiable brand identity, use colours consistently throughout your branding. Maintaining consistency enhances brand recall and contributes to trust-building.

3. Context and Contrast

Take into account the circumstances around the viewing of your marketing materials. This means that you have to make sure the colours you choose will produce enough contrast. This will help to draw the eye to and highlight crucial components.

4. Test and Analyse

Use A/B testing to determine which colour schemes work best for your target audience. You can do so by doing a statistical analysis to motivate desired actions.

each colour has a distinct psychological effect

The role of colours in marketing

Colours help yousuccessfully draw attention to your brand, attract potential customers, and change their behaviour. This is done by grasping the psychology of colour in marketing and implementing it into your campaigns.

Keep in mind that each colour has a distinct psychological effect. Therefore, pick your colours carefully and make sure they complement your brand identity and marketing objectives.


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