Color Psychology Marketing

Did you know that the colors you use for your product, your logo and even the interior of your store can influence your customers? Color psychology is a field that studies the effect of colors on human emotions and behaviors. Applying the knowledge from this field to marketing can have a tremendous impact on the way your customers feel about your business.

Know Your Customer

If your product or service is tailored toward a specific demographic, you can use color psychology marketing based on some loose stereotypes. For instance, women tend to prefer warm colors; men prefer cool colors. So if you’re designing the interior for a men’s clothing store, you might go with pale blues, grays and whites. But if you’re designing a home decor boutique, you might choose yellows, reds and oranges.

Young people and children prefer bright colors (yellow particularly). Older people prefer muted colors such as plum, dark green, peach, slate blue.

Know Your Message

What message do you want your marketing materials to convey about your company? Consumers have identified specific emotions and feelings that are evoked by colors. Note that these meanings apply to people in the United States; people in other cultures have different feelings about different colors.

Meanings of Colors

Red: The color red has both positive and negative connotations. A few adjectives for the color red include:

  • Energy
  • Passion
  • Strength
  • Warmth
  • Anger
  • Rebellious

Use red carefully; too much of it can overwhelm your customer. Pair it with another color to provide the impact you’re looking for. For instance, red with yellow conveys fun and warmth (think about the McDonald’s logo). Red with black conveys power and aggression.

Orange: Orange can be fun and flirty, but customers also report that it looks cheap. Orange is:

  • Adventurous
  • Affordable
  • Creative
  • Warm
  • Pessimistic
  • Cheap

Orange tends to be used for discount merchandise or inexpensive fast-food restaurants. To avoid cheapening your brand, use a dark, rich orange instead of a bright orange.

Yellow: If you’re looking for a color that says, “fun,” yellow is it. Here are some other adjectives customers use about yellow:

  • Sunny
  • Friendly
  • Warm
  • Optimistic
  • layful
  • Logical

Green: What’s green? Nature. Growth. Money. All good things. Be careful with the shade you use, though: olive green can be seen as muddy or dirty. Here are some general adjectives for green:

  • Growing
  • Natural
  • Rich
  • Compassion
  • Adaptable
  • Generous

Blue: If you want to portray your company as one that can be trusted, you’ll use blue. It’s the conservative, stable color in your palette. Other adjectives for blue include:

  • Loyal
  • Tactful
  • Conservative
  • Responsible
  • Calm
  • Authoritative

Get Some Opinions

When designing your marketing materials and logo, get some feedback from people who fit your customer demographic. Ask them to use adjectives to describe your business, based on your materials. If they have the wrong ideas about your company based on your design, it might be time to try different colors.