The psychology of color in marketing and branding pdf will help you to understand better the customer behaviour during buying decisions and how color can be used in marketing. You know that color affects our daily decisions, from buying small products to selecting our houses’ decorations or buying a new car. Therefore, colours in marketing nowadays is an essential step to influence the customer to buy and convert more sales.

The psychology of color in marketing and branding pdf

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Here, I put some insights into the psychology of color in marketing and branding pdf can be downloaded here.

– A Color is a powerful and an important communication tool; unless it’s misused or overused.

– It is tied to religious, cultural, political and social influences.

-An understanding of colour meanings in business gives us an invaluable tool to get the best response to our marketing and promotional efforts and ultimately to create a successful business.


Consider your audience color prefrence during marketing and branding

When marketing new products, it is crucial to consider that consumers place visual appearance and color of the product above other factors when shopping. Therefore, all big companies put in mind what color they will use for the product, packaging and the marketing campaign. Considering as well the gender of the buyer as women color preferences are different than men. Women usually like the light and soft tints of colors while men like bright colors, so all these factors can affect the psychology of color in marketing and branding.

85% of shoppers place color as a primary reason for why they buy a particular product.

According to Wikipedia, color is the visual perceptual property corresponding in humans to the categories called red, blue, yellow, etc. Color derives from the spectrum of light (distribution of light power versus wavelength) interacting in the eye with the spectral sensitivities of the light receptors.

Let’s start with analyzing the psychology of colour in marketing and branding.

WHITE in marketing

Associated with feelings of purity, cleanliness, and safety. Can be used to project an absence of color or neutrality. White space helps spark creativity since it can be perceived as an unaltered, clean state.

BLUE in marketing

The preferred color of most men and women . It’s associated with trust, dependability, strength, water, tranquillity, and reliability. Blue provides a sense of security, curbs appetite, and stimulates productivity. The most common color used by conservative brands looking to promote trust in their products.


GREEN in marketing

Associated with health, peace, tranquillity, growth, power, and nature. Used in stores to relax customers and for promoting environmental issues. Green stimulates harmony in your brain and encourages a balance leading to decisiveness.

PURPLE in marketing

Commonly associated with royalty, wisdom, and respect. Stimulates problem-solving as well as imagination and creativity. Frequently used to promote beauty and anti-ageing products.

The psychology of color in marketing and branding pdf


Cheerful colours that promote optimism, clarity and warmth. Yellow can make babies cry, while orange can trigger a sense of caution. Used to create a sense of anxiety that can draw in impulsive buyers and window shoppers.


Creates a sense of excitement, youthfulness, boldness and urgency, which is good for clearance sales. Encourages appetite, thus is frequently used by fast-food chains. Physically stimulates the body, raising blood pressure and heart rate, associated with movement, excitement, and passion.


Symbolizes feelings of practicality, old age, calmness and solidarity. But too much grey can lead to feelings of nothingness and depression.


Associated with authority, power, stability, balance and strength. Often a symbol of intelligence, but can become overwhelming if used too frequently. Always remeber the contrast between the colors that you are choosing for your brand or product. Font size and style can affect conversions as well. Consider making A/B testing if you are unsure which colors, font sizes or even shapes for your brand logo, conversion button or your product.

Color favorites by gender:

Most women favour these colors in order: Blue, purple, green , red then black. While men favour these colors in order: Blue, green, black then red. Therefore consider these color preferences during product manufacturing, packaging and most importantly branding and marketing. You should ask yourself, what is the target audience that your product will be promoted to. Consider the gender, age and demographics. Color can make a huge difference in driving sales and improve conversion rates.


Use contrasts to reduce eyestrain and allow readers to focus their attention on specific items. Vibrancy can dictate the emotional response users have to your design.

For example, choosing brighter colours can lead users to feel more energetic and excited, which can evoke better responses and reactions for buying the product. But if your website is information-intensive, you may find that a darker colour theme will make it easier for readers to process all your data.

Remeber that color affects the psychology so consider it during branding and marketing

Studies have shown that our brains prefer recognizable brands, which makes color especially essential when creating a brand identity. It has even been suggested in Color Research & Application that it is of paramount importance for new brands to specifically target logo colors that ensure differentiation from entrenched competitors (if the competition all uses blue, you’ll stand out by using purple).

I hope you get some insights from the article. If you like it, SHARE IT!

The psychology of color in marketing and branding pdf

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