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How does colour affect marketing?

How do colours make a difference in branding?

Marketing Agency – Marketing is a skill of persuasion for merchants and the majority of outlets. Variables influence the choice of customers who enter your store to make a purchase. The visual clues surrounding the store—from the layout and colours to how things are displayed and placed—are the most often used influences. It’s crucial to consider colour psychology when marketing new items since it affects consumers’ purchasing decisions. According to research, the proper use of colour enhances brand awareness by 80%. Additionally, it improves attractiveness by 93%. Another 85% of shoppers make purchases based on hue. 

The primary factor influencing a consumer’s choice to purchase an item once affordability is considered, it is the aesthetic appeal. A product’s colour, manufacture, appearance, and feel influence 93 per cent of purchasing decisions. The choice to buy is controlled by texture, which accounts for 6% of the decision, and by noises and scent, which account for 1% of the decision. Once a customer begins to go toward an item with their preferred colour, the majority of the purchase choice is already decided. The four factors of colour, design, fragrance and their combined influence purchasing decisions.

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Starting With Color Theory’s Foundations

Not only do Marketing agency spend their days slathering their hands in paint and pigments, but everyone can learn how colour works. Anyone working in marketing has to have a basic understanding of colour theory because the colour is always used in the content.

Principal Color

The three primary colours are the building blocks of all other colours. They are yellow, red, and blue. The secondary colours, the next tier of colours, may be made using these three primary colours.

Of course, there are many exceptions when discussing fundamental colours. Cyan, magenta, and yellow are the primary hues when talking about the colour theory of light. It is not to mention RGB for displays or monitors and CMYK for printing. To create the right new shade while mixing paint, it matters which specific pigment is used to create the red. But let’s stick to red, blue, and yellow to keep things straightforward.


Red provokes strong emotions, boosts hunger, represents passion and love, and intensifies passion and intensity regarding personality and visual signals. Since it is known to raise heart rates, marketing professionals typically target impulsive buyers with it. Red evokes urgency and is frequently used during sales clearance. It stimulates the hunger glands, which is why many eateries utilise it. It involves physical self, safety, attentiveness, and survival. Target, Heinz, YouTube, and Netflix all make use of it. Between 62 and 90 per cent of consumers base their hasty decisions on this hue.


The colour is most compelling psychologically because it has one of the longest wavelengths. This hue makes people more talkative, fosters conversation, strains the eyes, and makes people happier. It stands for positivity, youth, and clarity in marketing. It is employed to draw window shoppers’ attention. Most baby items and toys use this colour since studies have shown that it is the first colour that newborns respond to.

Additionally, it stands out and attracts attention. Finding the perfect balance when utilising yellow in your shop is important since too much of it might generate uneasiness. Nikon, IKEA, CAT, and DHL all use it.


This hue is most frequently related to water and is favoured by men. It suppresses hunger and stands for tranquilly and peace. It is primarily utilised in offices and boosts productivity. It fosters confidence and trust in a brand. If your store is painted blue, customers are 15% more likely to remember it. It is also non-invasive and linked to productivity. The confidence it exudes is what makes blue the preferred colour of financial organisations. Additionally, the hue is said to foster loyalty. JP Morgan, Facebook, American Express, LinkedIn, and Dell brands use this colour.


It exudes warmth, passion, and excitement. It also symbolises caution. In marketing, it indicates anger and is utilised to sway impulsive purchasers. Orange-coloured brands are perceived as upbeat and assured. A call to action, such as “subscribe,” “purchase,” or “sell,” is created using it. The colour is linked to value and accessibility. Payless and Home Depot are thrift shops which use this colour. Businesses including Amazon, Nickelodeon, Hooters, Mozilla, and various coupon websites like Coupon Cabin, Domain Promo, and FatWallet also use Orange. 

Your consumers are the focus of colour branding.

Numerous Marketing agency have a distinctive hue (or set of colours) that is used to identify them. It would frequently be strange to see their emblem in a different shade. Can you see the golden arches of McDonald’s in a vivid purple instead? What if the Pepsi, Target, and Starbucks logos weren’t blue and red, green and white, and red, respectively? The bubblegum-pink text identifies Barbie, and the little blue f determines Facebook.

According to Aprimo, marketing initiatives should be centred on consumers to foster favourable interactions with your business each time they engage with it. Considering your target audience is generally essential when choosing which colour to employ because the colour will be present in those encounters.

Design head at Clique Studios, Emma Foley, explains, “Even though you might want them to, not everyone will be your audience. Therefore, if you narrow your focus and create a strong community of people you want to interact with, you can accomplish a lot by using colour in your initial communications.”

What is the study of colours?

Colour psychology, to put it simply, is the study of colours and how they affect how people behave. Colour may occasionally have an unanticipated impact on things like our taste perception. Neil Patel asserts, “Color is 85% of the reason you bought a certain product.” Applying a few colour psychology techniques to your branding projects makes sense.

Remember, though, that our reactions to various hues are subjective and influenced by our cultural background and experiences. For instance, whereas white denotes purity and innocence in the West, it is a hue associated with death and grief in the East.

Types of colours and how they affect how people behave

There are two categories of colours on the colour wheel: warm tones and cool tones. Warm hues like red, orange, and yellow are linked to vigour, passion, and inventiveness. These tones are excellent for giving your drawings life. Green, purple, and blue are cold hues that have a calming, soothing influence on individuals. (This is why waiting rooms and hospitals never use vibrant colours.)

The classic colour wheel does not include neutral tones as a category of colour. Among the neutral colours are white, grey, and brown. These hues are typically used for backdrops in design. You may apply texture to your artwork to make those colours pop out more.

Brand psychology with colour

Branding is done with the idea that certain emotions and behaviours may be elicited through colour and other graphic elements. Despite the widespread use of colour in advertising, there isn’t enough evidence to support all of the claims. But marketers and designers have found trends affecting consumers’ purchasing choices throughout time. Your colour scheme may affect how clients see your brand if chosen appropriately.

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The marketplaces have grown more competitive, and product cycles have become shorter, and consequently, every marketer needs to utilise each law in the book in order to produce sales. Many businesses, including retail sales, real estate, fishing, the military, auto manufacturing, and restaurants, frequently use colour psychology. Colour schemes, distribution, and layout can have a subtle impact on reliability, brand loyalty, and sales.

At the end of the day, every company must consider how the colours of their brand influence consumer perception and final revenue. Get ni touch with the right Marketing agency and get the correct results for blending colours in your branding. To gain more fruitful information, then stay updated with –

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