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Understanding Colour Psychology in Marketing and Branding Your Small Business


From across a crowded room, your eye catches a flash of hot pink. A smile eases its way across your face and you carefully weave your way through the crowd. Something about that flash of color beckoned you with irresistible magnetism. You were compelled to learn more about its origin. The irresistible mystery of that flash or color inspired you to investigate.

Colors speak to us on a subliminal level as well as overt appeal. What do your colors say about you? The colors of marketing depict your product, quality, and personality. Colors, logo and succinct well-chosen words in your web site banner or marketing brochure either immediately catch the eye or bye-bye potential customer. You have mere seconds to catch the eye or the lightning-quick back button or delete button is pushed.

color psychology marketing


Either a customer will be attracted to your product/brand or not, depends upon the color, logo, and headline of your brand, you can lose a chance of getting a new customer just by a fraction of seconds and the reason will be the color or your headline. Create a positive eye-catching magnetic pull. Instill a subconscious desire to learn more. The extraordinary web page content is worthless unless it lures your ideal customer to hit the link and stay on your page until the reading time of the displayed content. The mind thinks in pictures and colors. Never underestimate your initial impression.

What colors and images represent your company, products, and culture? Study your psychology of color marketing image. Examine some industry leaders.

IBM was known as big blue. Blue represents the expanse of sky and sea indicating widespread market share. Blue is linked to consciousness and intellect and suggests precision when promoting high-tech products. Further note the prominence in blue for men's shirts in corporate America; blue projects more of a masculine image. The origin of the term "Big Blue" could have come from the color of their 1960s mainframe computer, the loyal true blue customer or the company dress code. The name fit and it remained intact.

IBM's logo is simple, clear and representative of International Business Machines. Currently, the logo is the simple white letters with thin black lines on a solid black background. Simple crisp and clean.

General Mills chose a simple cursive G in green. Green represents nature and freshness with a strong emotional correspondence to safety. Freshness, assurance of health and safety are all excellent qualities for food products. Notice that green frequently also represents the safety of drugs and medical products. Shades of green are also very significant. The darker green is associated with greed or jealousy; yellow-green tends toward sickness or discord; olive green is traditionally the color of peace. Note that General Mills chose a leaf green, the color of a healthy young leaf.

The cursive G of the logo is warm, welcoming, and friendly. Note the difference in the Green Bay Packers bold print G showing strength and masculinity.

Colors and logo form a strong image of the company and products.

McDonald's golden arches flash the image of joy, happiness, and energy. Yellow arches beckon children with their cheerfulness; yellow is a very light-hearted childish color. Ronald McDonald the clown follows through the image with happiness, play and pied piper welcome. Absolutely nothing strong and masculine about a clown's image; yellow would never be recommended for a strong male image.

The golden arches logo is once again clean, crisp and simple. They are easy to identify from a distance and convey a "come on inside" image.

These are only three examples of the color and logo conveying the perfect image for the company and products. Consider the psychology of colors in your advertising materials.

Let’s Understand the Marketing Potential of Colors:

Red –The color Red is visible from a distance, thanks to its wavelength. Red generally represents speed, energy, danger, anger, excitement, and strength.

Blue - A cool color preferred by most Europeans, especially men, it can hint at trust and reliability.

Yellow - Yellow can be located from a distance due to its high wavelength and scattering properties. Yellow symbolizes the sun and encourages feelings of happiness.  It can also be associated with betrayal, however.

Orange - A warm vibrant shade without being reminiscent of danger or aggression as in red, good for encouraging impulse purchases.

Green –Symbolises freshness. Green is associated with nature, growth, and hope, at the same time it is associated with illness and superstition.

Purple –This color is generally associated with religion as Cardinals used to wear this color. It was the color of the Royal Family of Rome hence, it is called the color of the Royals. Therefore is often linked with spirituality and dignity.

Pink - Soft, nurturing, and security and is used as a symbol of love and sweetness. Too much pink can be seen as childish.

White – This color is associated with purity, cleanliness, nature, and light. Asia this color is connected with mourning.

Black - This color symbolizes death and occult, however, if used in the right way such as when combined with gold, it can create a chic exclusive feel.

Gold - Prestigious and royal color; expensive.

Silver - Can also be prestigious if used correctly, or to impart a 'scientific' association.

Hope this blog provides you sufficient information about Colour Psychology in Marketing and how branding is done for small businesses. CorpZone Services is a leading digital marketing agency in Noida. We provide result-driven and comprehensive digital marketing services to our esteemed clients as per their need and budget.

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