Color Psychology And How It Is Used In Marketing Today


Color psychology is a fundamental factor in successful marketing and advertising campaigns, regardless of the medium used today. With color psychology, reach your intended audience while provoking the emotional response you desire using a variety of design and color techniques. Understanding how color psychology in marketing is used today is beneficial whether you are currently working in marketing yourself or if you are an entrepreneur interested in launching a business of your own.

What is Color Psychology?

Color psychology is a term used mostly by professionals working in marketing and advertising. Using color psychology is the technique of creating attention-grabbing marketing campaigns that resonate with potential consumers while evoking emotions or providing an incentive to make a purchase. Using color psychology is extremely powerful with large brands such as Facebook, GE, and even Coca-Cola. Logos such as Facebook, Snapchat, Instagram, and even Google are instantly recognizable to millions of individuals globally in part due to color psychology and consistent branding.

Basic Colors and Their Meanings

While colors vary greatly, there are basic meanings for traditional colors that are easy to branch off of when you are choosing colors for the branding of your own business entity. For instance, blue symbolizes trust, friendship, and professionalism. Blue is also used to represent banks, social networks, and large corporations with a known online presence. Green is a color that incentivizes spending and making purchases. It is also a color that triggers envy or jealousy, prompting more spending and relating to finances altogether.

Using red is often found in both color and fashion commercials, as it is considered sexy and desirable. Red attracts attention immediately while also using the “sex” factor to promote high-demand items.

Research various colors to determine how they best relate to your own brand before creating a logo to use in all packaging, print, and advertising.

Consider Your Audience

Before choosing colors that are optimal for your brand’s performance, it is important to consider the audience and demographic you are targeting. Consider the age group, gender, income level, and location of those you want to reach when you begin your market research. Learn more about specific hobbies, interests, and the most popular brands in surrounding areas of the group you want to target to discover which colors and marketing campaigns are likely to work best when promoting your own content, products, or services online.

Specific Campaigns on Individual Online Platforms

Create different campaigns on individual online platforms whether you want to advertise solely on Facebook along with third-party sites or if you prefer advertising on all top social networks.

Because Instagram is a media-heavy platform, campaigns should use even more color and techniques to attract attention from potential viewers. Use A/B testing when launching campaigns on Facebook to see which type of copy along with visuals works best for the audience you are targeting with each individual ad you have live. Use incoming data and analytics to gain even more insight into which colors work best for your brand.

Having a basic understanding of color psychology and how it is implemented in marketing is a way to develop and launch advertising campaigns that genuinely resonate with your target demographic and audience. With the right understanding of color psychology in conjunction with your own brand, avoid missing out on potential opportunities to generate leads, followers, and overall sales for any business.