Bringing Color Psychology Into Marketing

Color influences the mind far more than we realize. Red increases pulse rates and blood pressure while green calms the heart. Yellow increases metabolism while white paint makes rooms appear bigger. Most people have a favorite color, but they couldn’t explain why any one color makes them feel something. 

Marketers can use color psychology to their advantage. After all, the color of a product can account for between 62% and 90% of a modern shopper’s purchasing decision. On major purchases like a house, the color of a room’s walls can knock thousands off of purchase price. That’s far more than it would cost to repaint the walls a more preferable color. 

To better understand color psychology’s role in marketing, consider the attributes of each color. Yellow stimulates a hunger response in humans. That’s why so many restaurants use yellow in their logo and decor. When yellow is combined with blue, it is the most readable color combination for all audiences. This makes blue on yellow perfect for highlighting important information. 

Colors get different responses from different groups as well. Purple is well liked by women and children, but not by men. Products marketing to men are unlikely to use purple.

Learn about the psychology of color in marketing, what color does to the brain, and colors that maximize your marketing value