How Color Psychology is Used in Marketing

Last Updated:
November 25, 2022
Brian Wallace

The power of color to affect a buyer's decision to purchase can account for as little as 62 percent to as much as 90 percent. color can be used to enhance mood, increase memory, encourage sales or conversations, boost attention span, calm customers and more. Picking the right color to convey the right emotion is vital for optimizing customer satisfaction. Hot, bright, colors like red, orange, and yellow, increase pulse, stimulate circulation, increase metabolism, and increase the feeling of hunger. Whilst cool, soft colors like blues, purples, and greens, reduce heart rate and calm people. 


The importance of color in marketing is demonstrated by the average home value and their paint choice. High-performing colors like blue, gray or taupe, and black are very popular and are seen as neutral or luxurious. Low-performance colors, brown, red or yellow sell for less than expected and are too unusual and harsh for many buyers. 

The psychology of color in marketing is also used in corporate logos. The connection and connection that a customer has with a company logo can change how they value and perceive the brand.  Red, such as Target’s logo, shows feelings of urgency and importance. Blue, used by Ikea, calms potential customers and offers feelings of trust towards the brand. Black, like Prada, is seen as luxurious, sophisticated and strong. orange, used by The Home Depot, feels just as urgent and important as red, but with a softer and more cheerful palette of yellow.

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

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