Psychology of Colors in Marketing

In The Age of Marketing, Color can play a vital role in conveying information nonverbally, creating positive moods, also influencing people. The psychology of colors reflects different colors have different meanings, connotations, and many more.

“Color is a power which directly influences the soul.” – Wassily Kandinsky, a famous Russian painter, and art theorist Say.

Do you agree?

We do. Colors have always appealed greatly to our visual senses. Brand psychology of colors is an exciting topic. It’s fascinating how different colors stimulate the brain in ways that promote tranquility or excitement.

The colors you use in your eCommerce store design can significantly impact your target audience. This is the reason why colors play a vital role in how brands are perceived. In this blog, you’ll learn about the psychology of colors, its paramount importance in marketing, and some valuable tips to skyrocket your profits using the same.

Types of Colors

There are three major types of colors, as mentioned below.

PRIMARY

There are three primary colors in the color wheel, namely  Red, Blue, and Yellow.

SECONDARY

The addition of two colors and textures of it is called a secondary color, a perfect example of secondary is Orange (Red + Yellow).

TERTIARY

These are formed by mixing one primary and one secondary color: Red—Orange, Yellow-Orange, Yellow-Green, Blue-Green, Blue-Violet, and Red-Violet.

This is more vividly described with the Color Theory, which represents a color wheel describing various colors and their possible combinations.

Have a look at the complete study about the psychology of colors:

Color Psychology

Color psychology studies how various colors influence human emotions, perceptions, and purchasing patterns. Does the color of products compel us to buy? Short answer: YES! This is what color psychology explains. Keep reading to find out how colors influence people.

How do colors influence people?

Red Color Psychology

  • Red color tends to increase the appetite.
  • Red color creates a sense of urgency which is why it is frequently used for clearance sales.
  • It is high in energy and immediately pulls focus.
  • It stimulates the human body, affecting heart rate, blood pressure, and nerve impulses.
  • Famous brands that use red color: YouTube, Coca Cola, Puma

Blue Color Psychology

  • The blue color promotes a sense of trust and security in the brands.
  • It curbs appetite and offers feelings of calmness and a sense of tranquility and space.
  • Most commonly blue color used in offices and corporate world.
  • Famous brands that use blue color: Facebook, Twitter, Skype, Oral B

Green Color Psychology

  • The green color is associated with nature and money.
  • It is often used for promoting environmental issues.
  • It stimulates harmony in the brain and is used in many stores to relax customers.
  • Famous brands that use green color: John Deere, Roots

Purple Color Psychology

  • The purple color resonates with royalty, luxury, wisdom, respect, and spirituality.
  • It represents the brands as creative, imaginative, and wise.
  • Purple color is often for beauty and anti-aging products.
  • Famous brands that use purple color: Cipla, Yahoo, Cadbury

Orange & Yellow Color Psychology

  • These colors increase cheerfulness and optimism.
  • These are great color choices to draw in impulsive buyers and window shoppers.
  • These stimulate the logic center of the brain and promote enthusiasm.
  • Famous brands that use these colors: Fanta, Ferrari, Ikea, Muggu

Perhaps now you have a clearer view of how the psychology of color works.

Blue: Calmness, productivity, trust

Green: Relaxation, positivity, trust

Orange: Warmth, enthusiasm, ambition

Pink: Kindness, warmth, love

Purple: Wealth, royalty, status

Red: Love, danger, passion, energy

Yellow: Happiness, youthfulness, cheerfulness

Brown: Earth, nature, simplicity

White: Peace, purity, clarity

Some psychological tips on using colors for your brand/eCommerce store

  • The best way to capture the audience’s attention is to use contrast.
  • Use warm colors to attract more buyers.
  • Use red color in CTA buttons on your website.
  • If you want your target audience to like your product, try using cool colors like blue or bright colors like white and grey.
  • Choose a color scheme that creates a contrast between the product and the background.
  • Adjust vibrancy to achieve different effects.
  • Triadic colors are the best for highlighting your products.
  • The Blue color is a universal color.
  • Bright color schemes are a better idea.

Importance of color psychology

  • Colors represent your brand’s value to the target audience.
  • The right combination of colors shows your brand’s personality and appeals to your audience.
  • The color scheme makes your brand stand out among others. The first that comes to your mind is McDonald’s! That’s one way to understand the importance of choosing a suitable color scheme!

In a nutshell

Ultimately, various brands have to apply the psychology of color in marketing and branding themselves to attract customers. That’s why different colors affect human emotions with different ways. Importance of psychology of colors in marketing is fully depend on marketing strategies.

It’s time that you start exploring various color schemes and fine-tune them per your audience’s needs. For this, you may need to hire a professional agency that offers eCommerce design services. Contact us at Nivara for development, design, and marketing eCommerce services.

April 18, 2022

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