As you travel through space, your eyes are constantly bombarded with color. This is both a blessing and a curse, because colors can create powerful reactions and feelings in people. An unbreakable lesson from marketing history is that colors have the power to influence opinions, brand perceptions, and even buying decisions.

In recent years, there has been an exponential rise of studies on color in the industry of marketing. In this article we will explore some of the most talked about findings from recent studies on social psychology as well as how marketers can use these findings for their advantage to increase conversions and sales.

The Psychology of Color in Marketing and Branding :

1. Red is the color to beat when it comes to making your brand stand out.

In a study conducted in 2013, it was found that consumers prefer the color red for distinguishable and memorable brands. This is quite a revelation since red has been known to be one of the most overpowering colors known to humanity, but yet it serves as a form of identification for brands. 

In this study, researchers found that the average American will spend more time looking at and paying attention to brands with red colors compared to those who have green or blue colors. It is also interesting that different colors can have different effects on people, which will be covered later on in this article.

2. Yellow increases brand recognition, but it can also be blindingly distracting.

When it comes to any marketing material, one of the biggest problems that businesses run into is how to get the attention of the consumer. Most brands will use yellow as their color because it is vibrant and helps attract the eyes of consumers.

 In a study done by psychologists from Texas A&M University and published in 2014, yellow was found to be the most noticeable color out of all 384 colors tested in over 2,000 trials. Yellow also increased brand recall for 80% of participants when paired with brands as opposed to just having a black background. However, yellow is also the color that caused the most confusion among consumers; over 80% of consumers used their color association to get information from the brand.

3. Blue is more than just a color, it’s a powerful branding tool.

Blue has been said to have calming effects which makes it an attractive color for brands because it helps people to feel safe and calm. This same feeling can be created in consumers when they are looking at a brand that uses blue as its color because the consumer immediately associates this with trust and safety.

 In a study done by psychologists from the University of Utah, researchers found that blue increases trust and helps lift people’s spirits by increasing feelings of happiness and relaxation among consumers.

 In addition, Blue is also an attention grabber, making consumers more likely to notice and remember the brand that they were looking at. This color has a calming effect on consumers which makes it a very effective tool for branding.

4. Yellow brings out positive emotions in people and increases their willingness to interact with the brand 

In a study done by Cornell University on “the psychology of color and brand association”, researchers found that yellow brings out positive emotions in people and increases their willingness to interact with the brand. 

This effect was shown by what psychologists call “affect labeling”: yellow is the most likely of all colors tested to have an affect label placed on it because of its intense nature. In addition, yellow was paired with high-energy content meaning that it increased emotions like happiness, joy and optimism when used with brands.

5. Orange is a relatively new color in the marketing industry, but it’s making a big impact all around the world.

Orange is one of the newest colors that have been recently introduced into the market because of its ability to grab attention. This color has been proven to increase oxygen levels in people while also giving them energy and motivation. 

Orange can be used by companies instead of red to appeal to a wide audience by being more gender neutral and less intimidating than red. Orange also increases alertness and induces a sense of playfulness in consumers which makes it a very attractive color for brands that are reaching out to children.

6. “Green” is not just a color, but actually has a variety of different meanings.

Green is commonly associated with the environment and nature, which results in it having a positive impact on consumers. In the same study that was done on blue by University of Utah, it was found that green helps people feel safe, secure and calm. 

Green is used by many brands to appeal to environmentally conscious customers because it is associated with being environmentally friendly.


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