Colors – Marketing and Psychology Behind them

Colors - Marketing and Psychology Behind them

The digital era is at the beginning, but there is no doubt that the eye-catching marketing took a leap. As a marketer, you use every advantage you have, every knowledge learned and every ace you have in your sleeve. But what about the colors you use in your projects? Do or don’t matter to you?

I will list you several colors and examples, so you will understand their importance and when to use them.

1. COLOR RED

Red Brands
Red Brands

When you use red color in your marketing, the users will see it first, before any other color. It creates a sense of urgency and action, which is why it’s effective with sales. The red color is a warm and positive color associated with our most physical needs and our will to survive. It exudes a strong and powerful masculine energy. 

It relates more to sexuality and lust, rather than love (love is expressed in pink). Also, you can use its negative expression of anger and aggression to fuel war and destruction.

Can stimulate the appetite, often being used in restaurants for this purpose. It also increases craving for food and other stimuli.

But wait, being surrounded by too much of the color red can cause us to become irritated, agitated and ultimately angry. Too little and we become cautious, manipulative and fearful.

Positive and Negative Traits of the Color Red

In general, red has both positive and negative connotations. It’s a very basic and important color, but it’s one that needs to be used with moderation.

Positive usefulness: action, energy, speed, attention-getting, assertive and confident, energizing, stimulating, exciting, powerful, passionate, stimulating and driven, courageous and strong, spontaneous and determined.

Negative usefulness: aggressive and domineering, over-bearing, tiring, angry and quick-tempered, ruthless, fearful and intolerant, rebellious and obstinate, resentful, violent and brutal.

Well known effects of Red Color

Stimulating: to the physical senses – the sexual and physical appetite. It stimulates the deeper passions within us, such as sex, love, courage, hatred or revenge. Don’t overdo it or it will have the opposite effect.

Exciting and Motivating: it excites our emotions and inspires us to take action. This will grow your sales for promoted products or services.

Attention-getting: it demands to take notice, alerting the appropriate danger. This is why we have red traffic lights and stop signs – it is the universal color for danger.

2. COLOR BLUE

Blue Brands
Blue Brands

The color blue is one of trust, responsibility, honesty, and loyalty. From a color psychology perspective, blue is reliable and responsible. This color exhibits an inner security and confidence.

Used by powerful social-media, Blue is the helper, the rescuer, the friend in need. Its success is defined by the quality and quantity of its relationships (It is a giver, not a taker). It likes to build strong trusting relationships.

Blue is a color that is linked with confidence. Unlike red, which shows aggressive dominance, blue is related to a calm authority. Blue inspires trust, it is non-threatening and shows persistence.

Positive and Negative Traits of the Blue Color

Blue is an almost universally liked color. It is inflexible and when faced with a new or different idea, it considers it, analyzes it, thinks it over slowly and then tries to make it fit its own acceptable version of reality.

Positive usefulness: loyalty, trust and integrity, tactful, reliability and responsibility, conservatism and perseverance, caring and concern, idealistic and orderly, authority, devotion and contemplation, peaceful and calm.

Negative usefulness: being rigid, deceitful and spiteful, depressed and sad, too passive, self-righteous, superstitious and emotionally unstable, too conservative and old-fashioned, predictable and weak, unforgiving, aloof and frigid. It can also indicate manipulation and unfaithfulness.

Well known effects of Blue Color

Conservative: Safe color – the most universally liked color of all.

Predictable: Blue is not impulsive or spontaneous.

Orderly: Blue needs to have direction & order- untidiness and unpredictability overwhelm it.

RigidBlue likes familiarity.

Communication: Blue relates to one-to-one verbal communication and self-expression.

Peace and calm: The color blue induces calm and peace within us, particularly the deeper shades.

Honesty: Blue is the color of truth.

Authority: The darker the color blue, the more authority it has.

Religion: Blue is the color of devotion and religious study.

Wisdom: Blue enhances the wisdom of the intellect.

3. COLOR GREEN

Green Brands
Green Brands

The color green relates to balance and harmony. Green is also the color of growth, the color of spring, renewal, health, and rebirth. It is the color of prosperity and abundance, of finance and material wealth. It relates to the business world, to real estate and property. Prosperity gives a feeling of safety to green.

Positive and Negative Traits of the Green Color

In chromatic therapy, green is used to sooth the soul and mind. It helps loosen the body, from a mental and physical point of view. It is an excellent remedy for states of anxiety and nervousness, helping a person to regain his emotional balance and inner calm.

Positive usefulness: growth and vitality, renewal and restoration, self-reliance, reliability and dependability, being tactful, emotionally balanced and calm, nature lover and family oriented, practical and down to earth, sympathetic, compassionate and nurturing, generous, kind and loyal with a high moral sense, adaptable, encourages ‘social joining’ of clubs and other groups, a need to belong.

Negative usefulness: being possessive and materialistic, indifferent and over-cautious, envious, selfish, greedy and miserly, devious with money, inconsiderate, inexperienced, a hypochondriac and a do-gooder.

Well known effects of Green Color

Harmony and balance: Green is the great balancer of our mental, emotional and physical energies which is why there is so much green on our planet. Green is the heart center of the body.

Growth: As in nature, green leaves are an indication the plant is still growing.

HopeGreen is the anticipation of things to come.

Rejuvenating: The color green revitalizes us when we are physically, mentally or emotionally exhausted.

Nurturing: Because of its link with the heart, green urges us to nurture others. Green is also nurturing to us – another reason why it is the most predominant color on earth.

Dependable, agreeable and diplomatic: The color green helps us to see situations clearly from all sides.

Possessiveness: Green is a color that encourages us to want to own things and people, to collect and possess. Green encourages materialism.

EnvyGreen with envy is a common phrase and a negative reaction to the color green.

4. COLOR PURPLE

Purple Brands
Purple Brands

The color purple relates to the imagination and spirituality. It stimulates the imagination and inspires high ideals. It is an introspective color, allowing us to get in touch with our deeper thoughts.

Associated with royalty, it symbolizes power, nobility, luxury, wealth and extravagancewisdom, dignity, independence, creativity, mystery, and ambition.

Positive and Negative Traits of the Purple Color

Purple has power. It has a richness and quality to it that demands respect. Purple is ambitious and self-assured, the leader.

Positive usefulness: unusual and individual, creative and inventive, psychic and intuitive, humanitarian, selfless and unlimited, mystery, fantasy and the future.

Negative usefulness: immaturity, being impractical, cynical and aloof, pompous and arrogant, fraudulent and corrupt, delusions of grandeur and the social climber.

Well known effects of Purple Color

Inspiration: Original and sound ideas are created with this color – use it when looking for inspiration during brainstorming sessions.

Imagination: Purple inspires creativity with intellect – it is also stimulating to dream activity.

Individuality: This purple is unconventional, individual and original. It hates to copy anyone else and likes to do its own thing.

Spirituality: Purple assists during prayer and meditation, helping to get in touch with our deeper subconscious thoughts. From a negative perspective, it can relate to the cult follower.

Empathy: Compassion, kindness and a love of humanity are positive qualities of Purple color.

Controlled emotion: Purple is passionate, like red, but inclined to display it in private only.

Respectable & distinguished: The darker shades of purple particularly are linked to the origins where it was only available to royalty and the wealthy.

Impractical: This color can be impractical, with its head in the clouds rather than having its feet on the ground. It tends to see life as it imagines it, rather than how it is.

Immature: It can be immature, encouraging fantasy and an idealism that is often difficult to achieve in real life.

Dignity: Exudes a quiet modest form of dignity which is often appealing to others.

Cynical: This is a negative side of purple.

5. COLOR ORANGE

Orange Brands
Orange Brands

The color orange radiates warmth and happiness. In relation to the meaning of colors, orange is extroverted and uninhibited, often encouraging exhibitionism or, at the very least, showing-off! It is a very social color, making people open up and enhance their communication.

Positive and Negative Traits of the Orange Color

Orange is probably the most rejected and under-used color of our time. However, young people do respond well to it as it has a degree of youthful impulsiveness to it.

Positive usefulness: sociable, optimistic, enthusiastic, cheerful, self-confident, independent, flamboyant, extroverted and uninhibited, adventurous, the risk-taker, creative flair, warm-hearted, agreeable and informal.

Negative usefulness: superficial and insincere, dependent, over-bearing, self-indulgent, the exhibitionist, pessimistic, inexpensive, unsociable, and overly proud.

Well known effects of Orange Color

Adventure and risk-taking: Orange promotes physical confidence and enthusiasm – sportsmen and adventure-seekers relate well to orange.

Social communication and interaction: Orange stimulate two-way conversation between people.

Friendship: Group socializing, parties, the community – wherever people get together to have fun and socialize orange is a good choice.

Divorce: The optimism of the color orange helps people move on – it is forward thinking and outward thinking.

Enthusiasm: Orange is optimistic and extroverted – the color of the uninhibited.

Rejuvenation: Orange helps to restore balance to our physical energies.

Stimulation: Orange is not as passionate or as excitable as red, but it is stimulating, particularly to the appetite.

Courage: Orange helps us to take account of our lives, to face the consequences, to take action and make appropriate changes, and then to move onward and upward.

Vitality: Orange has a more balanced energy than red, not as passionate and aggressive, but full of vitality.

6. COLOR PINK

Pink Brands
Pink Brands

The color pink represents compassion, nurturing and love. It relates to unconditional love and understanding, and the giving and receiving of nurturing. Pink is feminine and romantic, affectionate and intimate, thoughtful and caring.

In color psychology, pink is a sign of hope. It is a positive color inspiring warm and comforting feelings, a sense that everything will be okay. A lot of products geared for women and girls use pink color heavily to indicate the gender they are targeting.

Positive and Negative Traits of the Pink Color

The color pink represents the sweetness and innocence of the child in all of us. It is the color of uncomplicated emotions, inexperience, and naiveté.

Positive usefulness: unconditional and romantic love, compassion and understanding, nurturing, romance, warmth, hope, calming, sweetness, naiveté, feminine and intuitive energy.

Negative usefulness: being physically weak, over-emotional and over-cautious, having emotional neediness or unrealistic expectations, being naive, immature and girlish, lack of willpower and lack of self-worth.

Well known effects of Pink Color

Unconditional love: Pink relates to both unconditional love and romantic love.

Compassion: Empathy and understanding are the fuel for pink’s nurturing.

Nurturing: Pink is both the giving and the receiving of love, understanding, and respect.

HopePink inspires the possibility of a positive outcome.

Calming: Pink calms our emotional energies.

Non-threatening: Pink lacks any aggression or anger, although the deeper pinks can be more assertive and confident.

Affectionate: Pink offers warmth and tenderness to friends and family.

Caring: Sensitivity and tender loving care relate to pink’s feminine and intuitive energies.

ImmaturePink is the color of the sweet young girl, before life’s experiences take over.

7. COLOR GRAY

Gray Brands
Gray Brands

The color gray is an unemotional color. It is detached, neutral, impartial and indecisive – the fence-sitter. The color gray is subdued, quiet and reserved. It does not stimulate, energize, rejuvenate or excite.

Positive and Negative Traits of the Gray “Color

Most people are indifferent to gray- it relates to the corporate worker in the gray suit – conservative, reliable, formal and independent and maybe boring.

Positive usefulness: reliable, conservative, dignified, neutral, impartial, professional, mature, intelligent, classic, solid, stable, calming, sudued, reserved, elegant, formal and dependable.

Negative usefulness: indecisive, non-emotional, indifferent, boring, sad, depressed, lifeless, lonely, isolated.

Well known effects of Gray

Light gray is soothing and calming. It enlightens, saves and rescues those in difficult life situations.

Dark gray is conventional and constrained. It is serious and solemn, inflexible and strict. It relates to self-denial and self-discipline.

8. COLOR BLACK

Black Brands
Black Brands

In color psychology, this color gives protection from external emotional stress, it is mysterious and protective. Also, black means power and control, hanging on to information and things rather than giving out to others.

Positive and Negative Traits of the Black “Color

Too much black can cause depression and mood swings and create a negative environment. Combined with white only, it can create an argumentative atmosphere.

Positive usefulness: protection and comfort, strong, contained, formal, sophisticated, seductive, mysterious, endings & beginnings.

Negative usefulness: aloof, depressing and pessimistic, secretive and withholding, conservative and serious, power & control, sadness and negativity.

Well known effects of Black

Mystery: Black is the unknown. It is secretive, keeping a lot buried inside, unwilling to show its real feelings.

Power and ControlBlack is power and control of the self and others. It creates fear and intimidation.

Formal, dignified and sophisticated: As in the little black dress and the formal dinner suit.

Aloof: Black sets itself aside from others with its heavy and intense energy. It keeps others at arm’s length.

Depressing: Black can close us to the positive aspects of life, forcing us to look at our disappointments and the black or negative aspects of our life. It can create a fear of the future.

Pessimistic: Too much black encourages us to look at the negative side of life.

Why is Marketing so important?

The company with the best marketing will sell a lot more than the one without marketing investments! Even though we are talking about the same product

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What kind of colors do you use in your marketing? Pls, feel free to leave a comment!

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