You must’ve heard of colour psychology before. It is the study of the effects colours have on people’s perceptions and behaviours. For example: why do we say red is the colour of passion and anger, and blue is the colour of calmness and peacefulness? Every colour has a strong symbolism tied behind it, usually being influenced and determined by culture. And this is a very important aspect in the marketing world, specifically when creating the visual identity of your brand and when marketing your services or products.
You want to make sure you are conveying the correct feelings to the correct audience, and colours are the first thing to affect a customers’ opinion. A study on the topic entitled “The Impact of Color in Marketing” found that up to “90% of customers’ product decisions are based on colour alone.” In addition, the study concluded that colours can be used to:
Increase or decrease appetite (the colour red);
Enhance mood (warm colours such as orange);
Calm down customers (such as green and blue);
Reduce perception of waiting time.
And much more
This powerful marketing tool must not be overlooked. Your brand’s visual identity and product or service marketing should always take it into consideration. Now, let us share with you colours and their meanings that you can consider for your own marketing and business endeavours:
Red
As we stated before, the colour red in marketing is usually associated with passion, energy and excitment. It is also associated with food and can be appetite inducing. It is also important to keep in mind that the colour in our everyday lives may be associated with a few negative feelings, such as aggressiveness, danger and anger, so it is smart to think about it thoroughly.

Blue
Blue is a colour that brings up a sense of security, wisdom, and trust. It is a widely liked colour, considered by most people to be their favourite colour. Customers are more likely to feel safe and to trust you if the colour blue is used.
Orange
Orange is a bright, friendly and fun colour. It conveys confidence, creativity, and courage. It's fun nature is associated with children and it is believed to capture the attention and interest of kids.
Green
The colour green is often used for food companies or health related products for it brings feelings of relaxation, prosperity, hope, and mainly freshness. The colour of nature, trees, leaves is sure to pass a feeling of higher quality to your products.
Yellow
This represents youthfulness and happiness. It is optimistic, bright, cheerful and warm. The colour is also considered to be appetite-inducing, thanks to its association with the famous logo of McDonalds
Black
For a more sophisticated, powerful, and elegant feeling, the colour you need is black. It is often used by luxury brands for that reason, but also by sports brands to represent authority and confidence. It is a bold colour, although also usually associated with “evil” in media and with coldness.
White
The colour white is perfect for a more clean, simple feeling. It is the colour of purity and innocence, and most often, cleaniness. When used together with the colour black, it becomes modern and sophisticated, pristine.
What colours are associated with your brand? Did you put all this thought into it? It is crucial not to underestimate the power of colours in marketing. Remember: although we often say not to judge a book by its cover, it is a natural reaction for us humans to make conclusions and decisions when purchasing services or products by how we feel when we see it.
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