The importance of color psychology in marketing

Share on facebook
Share on twitter
Share on linkedin
Share on whatsapp
Share on email

The use of colors in marketing is about more than just aesthetic aspects. Subconsciously, we associate certain things with certain colors. That's why color psychology plays a key role in marketing and especially in the Corporate Branding an important role. 

Brand Analysis Template: The Foundation for Your Digital Marketing Strategy - Download Template

Colors have different effects on us humans. Orange, for example, has a stimulating effect; blue - supposedly the world's favorite color - on the other hand, has a calming effect. In combination with each other, colors have a different effect than they do individually. This article shows what role color psychology plays in marketing and what to consider when choosing colors. 

How is color psychology related to emotions in marketing? 

Studies have shown that individual colors appeal to specific emotion systems in the brain. This means that they trigger different feelings. Ideally, companies will succeed in communicating their message through the choice of colors in their logo, website, or advertising campaigns. Target group to address optimally.

The psychology of color in marketing should not be underestimated and should be taken into account.
The psychology of color in marketing should not be underestimated and should be taken into account.(Image:

The colors should be arouse positive emotionsThe company remains in the memory and the target group is encouraged to interact or even to buy. 

The meaning of different colors 


Red represents love, passion, appetite and feelings. The color: 

  • has an appetizing effect 
  • Stimulates impulse buying 
  • Accelerates the pulse 
  • acts as a signal color. 

Red is often used by delivery services for food. However, red also stands for discounts and is often used to draw attention to price reductions. The individual color gradations have a different effect again. Thus, pink is playful, wine red is elegant or a bright red is the typical signal color. When it comes to color psychology in marketing, it must be taken into account that red is used with well-considered intensity should be. 


Blue represents the sky and water, calm and peace. The color: 

  • Increases productivity 
  • has an appetite suppressant effect 
  • is popular with men 
  • conveys confidence and security. 

Blue is, for example, the color of the technology companies Meta, Siemens and HP or the Amazon Prime brand. It radiates seriousness, lets companies appear trustworthy and professional. The color is also popular with banks and insurers. Likewise, blue is popular in cosmetics and medicine, because the associations with the color are almost exclusively positive. Here, too, there are gradations. Turquoise looks creative and progressive, light blue calming, bright blue energetic.

Remember that gradations of one color evoke other emotions at the same time.
Keep in mind that gradations of one color evoke other emotions at the same time. (Image:

When it comes to color psychology in marketing, it's important to keep in mind that in addition to all the positive associations, blue can also stand for coldness and sadness.  


The color green represents nature, growth, health and money. You: 

  • has a relaxing effect 
  • is associated with wealth 
  • stands for fertility 
  • symbolizes closeness to nature. 

Green triggers numerous positive associations. In color psychology in marketing, the color symbolizes naturalness and health. Companies that use green will perceived as sustainable by their target group. Due to increasing environmental awareness, the presence of color in marketing is steadily growing - an obvious example is green as a frequent color of organic product brands. Dark green appears serious, light green lively, fresh and young - see Starbucks or WhatsApp. 


Yellow represents cheerfulness, warmth, communication and stimulation. The color: 

  • stands out 
  • symbolizes youth and optimism 
  • Provides clarity 
  • appears dynamic and lively. 

Yellow is the color of a well-known fast food chain or many postal companies worldwide. As the brightest primary color, yellow radiates warmth and energy. It enjoys a high degree of popularity in color psychology in marketing. positive perception. Gold is a variation of yellow and thus the color also represents wealth.

Target groups associate colors with specific colors and emotions.
Target groups associate colors with specific colors and emotions. (Image:

Like red, the color has a signal effect. It catches the eye and is also perceived from a distance. Therefore, yellow should also be used with caution. In its negative association, the color stands for danger. 


Orange represents warmth and enthusiasm, vitality and humor, but also excitement and warning. The color: 

  • stimulates purchases 
  • can trigger aggression 
  • symbolizes self-confidence 
  • tempts people to make impulse purchases. 

Orange is often used in connection with children and can also be found in beauty products. The color appears vital, friendly and fun. Because of its association with vitality, orange is well suited to companies in the healthcare industry and is, for example, the color of Siemens Healthineers in conjunction with Siemens blue. It is a good compromise between the aggressive red and the less warm yellow and is also one of the signal colors. 


Purple (or colloquially, lilac) represents wisdom, success, wealth and royalty. The color: 

  • has a calming effect 
  • symbolizes imagination and creativity 
  • appears unique, as it rarely occurs in nature. 

Purple symbolizes luxury, which is why the color is often used for beauty and wellness articles. The luxury industry or confectionery industry also likes to work with purple tones. Companies underline with the color their Creativity and their innovative spirit. There are different gradations of purple, such as the Telekom magenta. In marketing color psychology, purple stands for creativity, prosperity, luxury, but also for mysticism, nobility or magic. The negative association with the color is intrigue.  

How to find the right color in marketing? 

When it comes to choosing colors, companies should think carefully - whether it's about the Corporate IdentityThe company's social media presence or the next advertising campaign. In this way, important points of the Corporate Communications or product features are collected. This list serves as an overview for the color selection. According to the color psychology in marketing, it can now be considered which colors best match the corporate values or the respective product. 

Choose a color that also respects the demographic characteristics of your target audience.
Choose a color that also respects the demographic characteristics of your target audience. (Image:

The target group should also be included in the color selection. For example, which color matches the age of the target group or the emotions that are to be triggered in them? If a company is active internationally, the cultural circumstances play a relevant role in the. Here, for example, it is important that in some countries white is considered the color of mourning. 

What color should be avoided in marketing? 

In marketing, the color brown should be treated with caution, even though it stands for earthiness, security and reliability. In theory, brown could also be used to express environmental awareness or naturalness, since the color is a more discreet alternative to green. The problem here is that brown is quickly associated with dirt. Nevertheless, the color is occasionally used, for example by logistics companies, outdoor clothing or - obviously - in coffee advertising. 

Brand Analysis Template: The Foundation for Your Digital Marketing Strategy - Download Template


Colors are of great importance in marketing and design. The right colors enhance the effect that is to be created in the target group. A targeted color selection addresses and influences the target group in the subconscious. If you succeed in using colors skilfully, this can have a positive effect on the customer experience and strengthen your company's success. 


Share on facebook
Share on twitter
Share on linkedin
Share on whatsapp
Share on email
Share on print

Leave a comment

Thought Leadership content

Content recommended for you.

Stay informed: We want you to be on top of the current developments in marketing and technology. In our magazine, we share both fundamental and hot topics - in blog or video format.