The importance of color in marketing

People notice color. And it can affect the way a consumer acts. In other words, the right (or wrong) colors can influence a consumer’s actions. When designing packaging, fashion, a websiteÖwhatever it may beÖmany times the designer may select the swatches that best entice them. But, will that color palette be alluring to everyone, especially the market’s most devoted consumers? That is a question in which all designers and marketers should consider.

Understanding color.

According to CCICOLOR - Institute for Color Research, the average person makes a subconscious judgement about a product, another person, or the environment within 90 seconds. Between 62% and 90% of that judgement is based on color alone. So, we know color is a key factor.

People associate colors with different emotions and meanings. As a designer/marketer, having this knowledge is important. Below are a few brief meanings of colors:


The color of love, seduction, violence, danger, adventure, magic and religion. Red creates a sense of urgency; you often see red at clearance sales.


The natural world (flowers, egg yolks, lemons, birds, bees, etc.), happiness, optimism, youth, enlightenment, sunshine and spring. Yellow often grabs attention of window shoppers.


Also signifies the natural world (water and sky). Different shades represent different things. For example, dark blue signifies trust, authority, intelligence and dignity, hence, is why it is a popular shade used in corporate logos. Light blue signifies peace and serenity.


This color now exists as a verb in our vocabulary, relating to ecology. It signifies growth, rebirth, fertility and wealth. It’s universally associated with nature and the environment. Green creates a relaxing environment, which can be used in stores to reduce the stress of shoppers.


It’s a very sci-fi color, relating to a supernatural aura. It symbolizes mystery, spirituality, creativity and royalty. Purple is also used to soothe and calm, so often used in beauty or skin care products.

Now you have the basics, but there is so much more to the background of color and how it affects consumers. The following infographic will give you a bit more knowledge:

Color Infographic

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There are 1 comments for this entry. Leave a comment below »

I studied fine art at degree level & always regarded it as the psychology of vision.
If we removed one of our senses which would have the most impact on the way society functions and is formed and that would be vision. Colour and form.
Observed abstraction that is organised in the brain to form recognisable shapes that we are conditioned to recognise from birth we have evolved and function primarily on the visual level.
Art is regarded by the ordinary people as the lowest form of education but ironically nothing comes closer to the human condition in relevance.

Excellent article thanks smile

Nov 27, 2014

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