Color Psychology in Marketing & Branding: How Important It Is?

Do you know that consumers usually make decisions to buy a thing in just 90 seconds and up to 90% of the time, this choice is based on color? This is why color psychology in marketing is a thing that you can’t ignore. In a highly competitive marketplace, it is the visual element that often takes the lead in casting that first impression, hence color plays a crucial role in branding and marketing. Whether it is the bold red of Coca-Cola symbolizing excitement or the calming blue of Facebook conveying trust, the psychological effects of colors can impact a consumer’s behavior.

What is Color Psychology in Marketing?

Wondering what is color psychology in marketing? It means the use of colors to affect human emotions, perceptions, and decision-making processes, especially in a consumer context. The concept of color psychology is not a new one, but one that came into practice thousands of years ago.  People living in the Egyptian and Chinese civilizations used color to play with their moods and to heal themselves. They used color theory or chromotherapy to treat their physical and emotional ailments.

It was the great scientist of all times, Sir Isaac Newton who discovered the color spectrum by passing light through a prism, and this discovery laid the foundation of modern-day color theory. Later another scientist and psychologist, Johann Wolfgang von Goethe in his book “Theory of Colors” talked about the emotional responses elicited by colors. The foundational principle of color psychology is that different colors evoke specific emotional responses, which marketers and brands can strategically harness to build trust and drive engagement for their products.

This is more the reason why psychology is finding its way into the digital marketing course curriculum.

Importance of Color Psychology in Marketing and Branding

Strategic use of colors can significantly influence consumer emotions, decisions, and perceptions. According to a survey, about 85% of the buyers admit that color is the main factor for them to select a product over another. 93% of the buyers buy new products on the basis of their appearance, and 80% of the buyers strongly believe that color improves brand identification.

Therefore, it plays a crucial role in marketing and branding. The right use of colors can help consumers recall the brand and make an impact to align brand identity with consumer behavior. For instance, warm colors such as red and yellow evoke energy, excitement, and warmth; while cool colors like green and blue convey growth, trust, and serenity. Hence, colors play a critical role in shaping perceptions of a brand.

Also Read: What Is a User Interface (UI) Designer? Exploring the World of UI Design

Color Associations and Their Psychological Impacts

Colors play a pivotal role in influencing human emotions and behaviors, making them powerful tools in branding and marketing strategies. You can learn in-depth about color psychology for branding in a marketing course online. For time being, let us acquaint you with 10 color meanings and their effect on human psychology through this color psychology chart:

1. Black

Ask yourself what impression you get the moment you see a product represented with black branding or logo. Black gives an impression of firmness, power, mystery, and elegance. It is the absence of any color that makes black standalone and yet be so strong. Therefore, you can easily spot luxury brands like Prada, Gucci, and  Chanel using black color for marketing. The automotive industry is also seen as fond of black color for its premium feel, hence it is seen in the branding of companies like BMW, and Mercedes Benz. However, the only problem with using black for color branding is that too much use can be overwhelming and negatively impact the marketing. 

2. White

White in color psychology represents peace, cleanliness, and innocence. It has the power to spark a sense of creativity and enthusiasm. Perhaps, this is the reason that white is often seen in sports brands like Adidas and Nike. It is a symbol of purity, hence beauty brands like L’Oreal and Dove use it for branding to convey that their products are pure and premium. Similarly, Unilever and Apple use white for color psychology in advertising to build trust by reinforcing notions of care and simplicity.

3. Red

Red is the color of passion, attraction, love, danger, excitement, and energy. Being an intense color, red tends to evoke strong emotions. It is seen in food brands like Kellogg’s, Coca-Cola, and Sting because it also encourages appetite. Red is the color associated with excitement, hence it is seen in the branding of entertainment platforms like YouTube and Netflix. However, this color needs to be used with caution, or else it may do the opposite because red is also associated with urgency and danger. 

4. Blue

Blue is the color of the ocean and sky; the two spheres that can leave an effect of peace and calmness. In color marketing, blue is used by brands that want to evoke emotions of relaxation, and peace. This is the reason that you see blue in the logo of social media platforms like Facebook, Skype, and Twitter because they want to captivate your mind by assuring peace. Blue is a natural color and hence evokes a sense of trust, dependability, and security, therefore brands like American Express, PayPal, and Allianz use blue for advertising.

5. Yellow

Yellow is the color that evokes positivity and warmth. It creates a sense of friendliness and approachability, attracting customers with its bright nature. It grabs attention quickly, making it an effective color for promotional materials and advertisements. The iconic golden yellow arches of McDonald’s links food with happiness. The cheerful yellow logo of Snapchat symbolizes friendliness and approachability in social media. Similarly, the yellow border of the National Geographic television channel sparks a feeling of adventure and exploration. 

6. Green

Green is the color of nature, freshness, and health. If used appropriately, green can be the best color for advertising a product because it stimulates the brain with harmony and tranquility. It is, therefore, seen in the branding of health and fitness brands like Dabur, Himalaya Wellness, and Patanjali. Green color symbolizes eco-friendliness and freshness, it is therefore the color used for advertising for food chains like Starbucks and Subway.

7. Pink

If there is something gender specific, especially targeting the female audience, then pink is the color to go with for branding and marketing. It is a gentle color that is close to a majority of females because it sparks playfulness, love, and femininity. Brands like Barbie and Victoria’s Secret are perfect examples to see how pink influences female consumers. Call it magenta or pink, this color is symbolic of imagination, care, creativity, and fun. It is, therefore, used in the branding of Cosmopolitan Magazine to attract the female audience. 

8. Purple

Companies trying to sell luxurious products often choose purple for color marketing because purple is associated with royalty and elegance. It is no doubt a popular choice among high-end brands, especially cosmetic and fashion brands like Lotus and Colorbar. Companies like Cadbury also use purple color for packaging and marketing to evoke indulgence and show the premium quality of their chocolates.  Overall, purple’s versatility and rich connotations make it an effective choice for brands aiming to create a sense of premium quality and uniqueness.

9. Brown

With the power to evoke warmth, stability, and reliability, brown becomes an ideal color for the branding of organic products. It is widely used for marketing by companies like Hershey’s, Magnum, Lindt, and M&M to convey the richness of their chocolate products. Brown symbolizes dependability, trust, and simplicity, hence it does a decent job of appealing to consumers who are looking for natural and safe products. 

10. Grey

The last on our list of the 10 best colors for marketing and branding is grey. It is a color that conveys professionalism, neutrality, and balance. It is a popular choice for tech companies and corporate identities. At once, this color creates a sense of balance and calm allowing other colors to stand out while maintaining an elegant appearance. Grey is a versatile color used for sophisticated marketing and therefore used by brands like Nissan, Cisco, and Apple to convey innovation and sophistication. However, too much grey used in branding can evoke a feeling of nothingness, staleness, and dullness, so use it with caution. 

How to Apply Color Psychology in Marketing Strategies

Understanding the psychological effects of colors on human psychology is one thing and applying it appropriately for marketing to boost sales is another thing. So, here are some practical guidelines for applying color psychology in marketing strategies for the best results:

1. Understand the Color Association: Kickstart by understanding the color symbolism and which color is associated with which emotions. We just talked about the same by acquainting you with which color is symbolic of which emotion. So, choose the color that best matches the main personality of your product. Like red for a product that will excite the consumer. 

2. Identify Your Target Audience: It is of utmost importance to identify your target audience before choosing a color for brand promotion and advertising. Once you know who your target audience is, and what is their cultural background and demographics, you can choose the color that resonates with them.

3. Analyze the Competitors: You chose the color and know the target audience, so what next in applying color psychology for marketing? The next step is to analyze the competitors and study their color schemes. Do not use the same color, try to be unique, instead use something contrasting. Take for instance, Coca-Cola has red as its brand color, and its competitor Pepsi has blue as its brand color.

4. Create a Brand Color Palette: Choosing just a single color will not be as appealing, as it will be if you complement it with another color for visually interesting appeal. In other words, choose a primary color that reflects your brand’s value and personality, but complement it with a secondary color like a combination of purple as the primary color and white as the secondary color.

5. Adapt for Different Channels: If you wish to market your product on different social media channels, print, or other digital platforms; then make sure to first learn social media marketing alongside traditional marketing. Once you are conversant with the necessary tools and methods you can focus on color psychology. This will facilitate your decisions regarding the color you choose for branding, and its effectiveness in all the mediums you want to advertise.

Also Read: How to Build Successful Marketing Strategy in 20 Minutes

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Challenges in Applying Color Psychology in Marketing  and Branding

If you have been with us till now, we assume you have grasped enough knowledge about which color has what effect on human psychology and how to use them for the best marketing and branding results. However, the road to color theory for marketing is not that easy, and several challenges may make it less effective. Let us talk about them one by one:

1. Color Overloading: An overly bright and color-overloaded brand may be a wrong decision. When a brand uses too many colors, it can overwhelm the viewer and make it difficult to leave the desired emotion. Consumers generally avoid buying such products that are marketed with a chaotic color palette.

2. Overgeneralization: Depending solely on color psychology for marketing can lead to overgeneralization. For instance, using black for something luxurious and bold is okay, but if not used appropriately, it may be received as a sign of pessimism because black is a color of negativity. Hence, marketers must balance psychological associations with brand identity.

3. Cultural Insensitivity: Colors can do the opposite of attracting a consumer and making them go against your product. This will happen if you evoke the wrong color that is not in sync with their culture and beliefs. For instance, using white for weddings in India will be a wrong decision but a good one if used for Western cultures.

Also Read: Digital Marketing Challenges and How to Win Over Them

Learn Color Psychology for Marketing with upGrad

If you are looking to delve deeper into this fascinating subject, then consider enrolling in the Marketing & Branding courses or certifications through the upGrad platform. These courses offer valuable insights into color psychology and its application in marketing strategies, thereby equipping you with the knowledge and skills needed to create impactful branding campaigns. The curriculum is meticulously designed to help you grasp digital marketing skills like SEO, and marketing analytics. It will also give you the chance for real-world applications and live projects. You will be able to engage your target audience more effectively after finishing this certification in digital marketing.

So, unlock the potential of color psychology in your campaigns by enrolling in any of the following courses from upGrad:

• Advanced Certificate in Digital Marketing and Communication
• Master of Design in User Experience Design
• Advanced Certificate in Brand Communication Management
• CopilotCraft: AI-Powered Marketing Mastery Certification Course

You can also get personalized career counseling with upGrad to guide your career path, or visit your nearest upGrad center and choose the best marketing course today! 

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References:
https://www.researchgate.net/publication/368355095_Colour_Psychology%27s_Impact_on_Marketing_Advertising_and_Promotion 
https://digitalsynopsis.com/advertising/psychology-of-colors-in-marketing/ 
https://blog.hubspot.com/the-hustle/psychology-of-color 
https://www.phable.io/phable-labs/the-psychology-of-color-in-branding-how-to-influence-perception-and-drive-action 
https://www.wordstream.com/blog/ws/2022/07/12/color-psychology-marketing 
https://straitsresearch.com/statistic/role-of-color-in-branding-and-marketing