Psychology of colour in Marketing

The psychology behind colour is known to have an impact on consumers behaviours and decisions – as marketers, we should be using this to our benefit when building brands and promoting these brands to market, whether online or in our print media.

According to statistics, colour is one of the main factors for consumers buying products. 93% of consumers focus on visual appearance and 85% say colour is the main reason for their purchase.

Markets have become more complex and competitive which have led to shortened product cycles, making marketers play every angle and exploit every rule in the traditional book in order to generate sales through leads. Using the psychology of colour is common in many industries and makes a huge difference in how your printed media will showcase – be it in brochures, magazines, business cards and even packaging. Changes in brands colour schemes, packaging and online marketing can influence both lead generation, converting sales, brand loyalty, sustainability and reliability.

Colours and how they affect your consumer:

Yellow: Is optimistic and playful and is often used to grab the attention of window shoppers, used in toys and baby products and incites excitement.

Red: Creates energy and increases heartrate, often seen in clearance sales.

Blue: Creates the sensation of trust and security which is why banks and big corporations are often branded in blue.

Green: Associated with wealth and is the easiest colour for the eyes to process. Used in stores and brands wanting to create a calming and relaxed response.

Orange: This is an aggressive colour and creates a call to action.

Pink: Romantic and feminine, mainly used to market products to women and girls, however, this strategy is transforming alongside an ever-fluctuating society.

Black: Is powerful and sleek, used to market luxury products.

Purple: Creates a soothing and calming response and is often seen in beauty products. It is also the colour of Royalty so can be double played with fantasy and mystery and so it can be seen in gaming and publishing.

Grey – Symbolizes feelings of practicality, old age, and solidarity. But too much grey can lead to feelings of nothingness and depression.

White – Associated with feelings of purity, cleanliness and safety.

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