The Benefits of the Psychology of Color in Marketing

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When it comes to media, advertising, and all of your commercial brand consumption, every color you see is part of a marketing strategy. They are deliberately chosen for you to see.

These colors are chosen with information in mind about the benefits the psychology of color has. They are meant to elicit emotions or responses for a positive buying experience.

Growing our business can be done better with the help of an understanding of which colors are best used for what purpose. There is more to how our brains see color, not just that they are pleasing to the eye. The study of the psychology of color in marketing and its effect on humans has been around for a very long time.


One very important aspect of any business is the logo. If you already have a logo, take the time to consider what the colors of the logo are saying about your brand. If not, be sure to choose a color scheme that can create an experience for your consumers and make the greatest difference in the buyer’s journey.

Below is a breakdown of some of the most popular colors used in some of the most prominent marketing techniques:

Yellow

Perhaps the most optimistic of all the colors, yellow is a color that promotes clarity. It is playful and very attractive to all age groups. It is also strong for grabbing someone’s attention, for example, you will usually see sales and markdown tags in yellow.

Orange

This color speaks confidence and cheer. It is primarily targeted at younger people as it exemplifies youthfulness and movement.

Red

When you want to go bold, go red. Often associated with sharp shapes and distinct lines, red delivers a crisp message that our brains naturally interpret as strong.

Purple

This color shows up when the product or service addresses a creative purpose or is intended for creative people. Artistic and innovative brands tend to flaunt purple.

Blue

Invoking a feeling of trustworthiness or stability is this color’s main talent. Very business-oriented or political brands find this suits them well for helping their consumers feel safe.

Green

Just like how you may think of trees or grass associated with this color, brands also reflect green as a way to communicate growth. Use this color when you want to convey a natural or wholesome presence.

Black, White & Grey

These monochromatic colors will do the best for promoting the reputation of a brand that has been around for a long time, to have longevity.


Many business owners are considering some seriously important aspects of their branding. These could be a website or social media presence. Not all, though, are taking the colors of their brand as seriously. Take the psychology of color in marketing into account when designing your logo or presenting your brand and it might just make a world of difference.

If you are looking to get your brand off the ground or want to overhaul your current brand with a redesign, give OCGnow a call today at (904) 600-3600. Leave it to OCGnow to help strengthen your online presence and develop a brand that will dare to be compared.

This post was originally published on 2/7/2020 and updated on 11/9/2021 for accuracy and a larger scope of information.

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