Psychology of Colors in Marketing and Branding

Psychology of Colors in Marketing and Branding
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Psychology and marketing are lifelong partners. A psychologist may not be a marketer but a good marketer always involve psychology in his marketing decisions. Marketing is no rule of thumb. It involves intense research on customers’ needs, wants, likes, preferences, etc. One of these psychological researches revealed the impact of different colors on customers mind.

Color is involved in every aspect of branding and advertising. Whether it is your logo, your product label, collaterals, or advertisements, etc. Color is one of the most important aspect which gives brand a personality and helps in its positioning.

Color works out as a silent message to the customer. Customer assumes your business to have certain characteristics if it has certain color. These assumption are not the same for everyone though. Everyone has different perceptions for different colors depending on their personal experience, past, upbringing, community, religion, etc. Still, thanks to globalisation, there are some presumed qualities of certain colors which can be used to set up a brand personality.

Psychology of colors in Marketing and Branding

Psychology of Color Red

Psychology of color red

The energetic, aggressive, yet filled with emotion, red is a powerful color. It has the longest wavelength, and a characteristic of appearing to be nearer than it actually is.

Red depicts

  • Love
  • Aggression
  • Strength
  • Energy
  • Excitement
  • Emotion

Red is a physical color. It creates a rush within the body. This color makes us stop and look at it.

Companies in almost every niche use Red in their marketing activities

Coca Cola – Coca Cola had to stand out of competition and hence used red for its branding. Everything was painted red to differentiate it from others. Red was a perfect color as Coca Cola was the new excitement when it was launched.

Funskool, which deals in children toys has its logo colored red. Spread the Love!

Red, because of its characteristic of appearing nearer than it is, is a perfect color to be used for triggers like – Buy Now, Click Here, etc.


Psychology of Color Blue

Psychology of color blue

Blue is vast just like the sky. Blue is intellectual and unlike red, it soothes the mind. Blue is a true opposite of red. It has a characteristic of appearing farther than it is.

Blue depicts

  • Intelligence
  • Coolness
  • Stability
  • Trust
  • Purity
  • Vastness
  • Serenity

Blue is calm. It soothes your mind. It is linked to consciousness and intellect.

Just like red, blue is also a versatile color. But it is most common in Big IT companies.

Facebook is blue. IBM is the big blue. Samsung, Hp, dell, etc. everyone has blue in their logos.


Psychology of Color Yellow

Psychology of color yellow

The color of the sun. Yellow means happiness. Yellow is a powerful color in inducing confidence, and self-esteem and other positive emotions.

Yellow depicts

  • Happiness
  • Friendliness
  • Confidence
  • Optimism
  • Cheerfulness
  • Creativity
  • Spirit

Yellow has a long wavelength and is seen before any other color.

Yellow is also the color of creativeness. Companies dealing in children products tend to use yellow the most.

McDonalds has a yellow colored logo. It shows how cheerful it is.

Ferrari shows its racing ‘Sprit’ through its yellow colored logo


Psychology of Color Green

Psychology of Color Green

The color of the nature, Green represents balance.It is peaceful and, just like the nature,

Green depicts

  • Peace
  • Reassurance
  • Universal love
  • Energy
  • Harmony
  • Balance
  • Equilibrium
  • Reliability
  • Growth
  • Health

Green is also one of the most seen color. We tend to relate it with nature. Hence, green has all the properties of the nature.

Animal Planet deals with nature, hence the green logo.

The juice brand, Tropicana wants the users to know that the juice is natural. Hence the green logo

Spotify has songs from all over the world. It is everywhere.


Psychology of Color Black

Psychology of Color Black

Black is an intense color. It is the color of sophistication, seriousness and deepness.

Black Depicts

  • Sophistication
  • Glamour
  • Reserved
  • Seriousness
  • Control
  • Clarity
  • Efficiency

Black is the color of class. Black is the absence of color. Hence, it has the capability to absorb the energy. Black shows clarity.

Black doesn’t stand out. It’s a recessive color. But it doesn’t have any hidden meaning. Black’s black. This make people trust it.

Black is used by niche companies to state the motto ‘We are who we are’

Nike, Adidas, Wikipedia, etc. are examples of companies using black in their logo.


Psychology of Color White

Psychology of Color White

White is pure. It consist of every color and hence has many meanings.

White depicts

  • Equality
  • Purity
  • Simplicity
  • Cleanliness
  • Clarity

White is the perfect opposite of black. It reflects everything. It shows clarity and flawlessness. White is ofen used with black and other colors in the logos.

Psychology of Color Violet

Psychology of Color Violet

Violet has the power of red combined with the intellect and stability of blue. Violet is a spiritual color. Violet soothes.

Violet depicts

  • Spirituality
  • Royalty
  • Mystery
  • Vision
  • Calmness
  • Truth
  • Authenticity

Many companies which stand out as being original and different use violet in their logos. Example – Cadbury, Yahoo!, Taco Bell, etc.


Psychology of Color Orange

Psychology of Color Orange

When red’s power is combined with yellow’s confidence, we come up with motivating Orange.

Orange depicts

  • Warmth
  • Motivation
  • Fun
  • Food
  • Comfort
  • Freedom

Orange is the color of positivity. It lends motivation to lift up, add up fun to a dull or boring place, and is comforting to see at.

Different companies using orange color in their logo has a same message. Nikelodeon and Fanta wanted their logos to represent fun. Blogger.com wanted their users to feel the ease with which they can blog on its platform.


Psychology of Color Brown

Psychology of Color Brown

Brown is a protector. It represents the earth. Brown can be seen everywhere and that too in things that are solid. Hence we tend to associate it with power and support.

Brown depicts

  • Support
  • Seriousness
  • Reliability
  • Power
  • Nature

Brown is the mixture of red, yellow, and black. It has the power of red, warmth of yellow, and the seriousness of black. Most of the time it is used to represent products coming from nature too.

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About Aashish
A marketer, a dreamer, a traveller and a philomath. I prefer stargazing to spending nights in clubs.

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