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All About Color Psychology in Marketing and Branding

One of the most controversial aspects of marketing is the color psychology as it relates to persuasion.

This topic of conversation is very interesting. Most of the conversations surrounding color and persuasion have a lot of speculation without so much factual data.

Advertisers usually blow a lot of smoke about color and the mind; in this article, we will try our best to alleviate the fears and highlight the positives of this amazing part of human behavior.

The reason why color psychology strikes up such controversial conversations is that it is backed by very little data.

There are so many elements that contradict the notion that a particular color can evoke a particular hyper-specific emotion in people. These factors include cultural differences, personal preference, upbringing etc.

We will, however, cover some insights which are backed by research on how color actually plays a role in persuasion.

The Importance Of Color Psychology In Branding


This is one of the most important issues when it comes to color perception. Very many attempts have been made to classify the response that consumers have to individual colors.

The truth is that color is way too dependent on personal experiences to be universally classified into specific feelings.

There are however broader messaging patterns found in color perceptions such as the substantial role played by colors in purchase and branding.

A study titled “impact of color in marketing researches” found that about 90% of the snap judgments made in regards to products can actually be based on color alone.

According to the studies on The Interactive Effects of Colors, the relationship between brands and color hinges on the perceived appropriateness of the color being used on a particular brand.

If people perceive the color used to represent a particular brand is appropriate then they are more likely to respond positively to it.

The color used usually influences how consumers view the “personality” of the brand being marketed. This is according to the study on called “Exciting Red and Competent Blue”.

It has been proven through a number of studies that the human brain prefers brands that are recognizable which makes the color you use for your brand very essential.

It is essential for new brands to use colors that will set them apart from pre-existing competitors.

Picking the right color depends highly on the prediction of consumers’ reaction to color appropriateness in relation to the product. This is even more important than the actual color itself.

There is a research conducted by Stanford professor and psychologist, Jennifer Aaker, on the how the perception of the human brain about a particular brand and color can influence sales.

She found that there are 5 core dimensions that play a major role in a brand’s personality:

There are some colors that are broadly aligned with specific traits. For example, brown is associated with ruggedness, red with excitement and purple is associated with sophistication.

Nearly all studies on colors in relation to branding strategies say that it is extremely important for your theme color to support the personality that you would like it to portray.

You should avoid stereotypical color association. A good example is giving the statement that “green means calm” which is inaccurate since in some other concepts it may stand for environmental issues or to brand financial spaces.

There are no clear-cut guidelines on how to choose your brand’s color. The context you are working within is absolutely important to consider.

The thing that persuades the consumers is the feeling, mood, and image that your brand is trying to create.

Always remember that colors are only effective if they can be used to match your brand’s desired personality.

If you don’t consider the above context, deciding to go with one color over another does not really make a lot of sense.

Color Psychology: Color Preference By Gender


Color Psychology

One’s environment and cultural perception play a huge role in dictating the gender color appropriateness.

This can also influence individual color choices. One of the greatest studies on this topic was done by Joe Hallock in a report called “color assignments”. The following are Hallock’s findings on most favorite and least favorite colors for men and women:

Blue was found to be the favorite color for both genders and the color with the most disparity between the two groups were purple.

It featured a top-tier color for women but most men appeared to dislike this color. This may be the reason there are no purple tools since they are largely associated with the male population.

Some additional studies also showed that men prefer bolder colors when it comes to shades, tints, and hues while women prefer the softer colors. Men usually prefer selecting shades of colors while women are more appreciative of tints of color.

Keeping the above study results in mind will help you come up with the best color palette for your brand so as to attract the right consumer group for your brand.

Color Psychology: Color Coordination + Conversions


There is no single color that is the best for conversions. There is a psychological principle known as the isolation effect which states that an item that stands out among others is easily remembered by people.

This has also been proven by research that has been conducted as the participants were able to clearly recall the items that stood out from the rest.

The study has also authenticated the response to color combinations and consumer preferences when it comes to color combinations.

Most people tend to appreciate palettes with highly contrasting accent colors and also the majority of the consumers prefer colors which have similar hues.

When it comes to color coordination, you will have to create a visual structure that consists of base analogous colors and then contrast them with colors that complement ascent.

You can alternatively choose to create a hierarchy by utilizing the background, base and ascent colors. This will help you “coach” your customers to recognize which color means take action.

Why is Color Contrasting Important?


Understanding color contrast and conversion will help you understand what happens behind the conversion rate jumps and slumps.

What Does The Color Of Your Logo Say About Your Business?


Color Psychology

This is one more proof that the isolation effect works. You should always keep it in mind when testing the color palette to create contrast in your web design so as to guide your prospects to take the action that you would like them to.

The names of the different colors can greatly affect how people perceive different colors. People will respond more positively to fancy named colors compared to the simply named ones.

The more unique the name is, the higher the intent to purchase the product. This is a common trend in food and nonfood products.

Consumers tend to be attracted by a creative description of products as they are more memorable. You should take this into account and actually use this in your marketing campaign.

Color contrast is the main secret when it comes to the relationship between conversion and color.

You should ensure that your CTAs stand out of your landing page by using a bold color that makes them stand out from the rest of the content on the page.

Always consider the type of demographic you would like to reach with your brand when choosing the color palette to use for your campaign as different demographic will respond differently to different colors.

As we have clearly stated above, using a particularly popular color will not necessarily increase your conversion rates.

You have to make the effort of making your brand more desirable to your target consumers. Grab their attention so as to get them to take the action that you would like them to. As a brand, you aim at improving your conversion rates and subsequently the sales that you get.

Be creative in coming up with the logo for your brand as well as the design for your brand campaign.

It has been proven over and over again that people often appreciate a brand that does not limit itself to creativity.

People always want to get something fresh and unique so as to stand out among their friends and family. Don’t be afraid to start something new as this will help your brand get noticed.

If you are a new name in the market, try as much as possible to get noticed by the consumers.

There are some brands that already exist in the market which have already established themselves.

You will have to fight for your right to stay and sell in the current market which will require you to be smart.

We are still insisting that you get creative with how you choose the colors to represent your brand. Choose a palette that is memorable.



If you follow the tips we have given you, you will be able to create an effective campaign that will increase your conversion rate and also increase your sales. Thank you for taking the time to read this article about color psychology. I hope you found it helpful.