Psychology of colors in marketing

Psychology of colors in marketing: understand the meaning

A company’s marketing encompasses several details that must be thought of so that it stands out among others, whether in digital or traditional marketing. It is necessary to think about the content that will be made, the attractive images, the fonts and even the colours. Many may not realize it, but using the right tones is very important to get the audience’s attention and get the right message across. Therefore, colour psychology can be of great help.

The proof of this importance is that, nowadays, there are several brands that are known mainly for their colour palette, for example, Facebook (blue), Coca-Cola (red) and McDonald’s (combination of red and yellow). Do you know why each of these brands decided to use these colours in their logos and advertisements?

Each colour is related to some kind of emotion and feeling. That’s why colour psychology is often used to attract your avatar and convey the values ​​of a business. These brands mentioned thought about what they wanted their customers to feel when seeing their images, before even thinking about the aesthetic part.

What is colour psychology?

Colour psychology studies the way in which our brains behave in the face of information we receive visually. Therefore, this area analyzes and defines the effects that each colour generates on people, such as changes in emotions, feelings and in the creation of desires.

We know that, in design, the use of colours is taken very seriously, as they can change our feelings and experiences regarding products and even experiences. This is because, before processing the content of a certain marketing strategy and its meaning, our brain processes the visual information.

The focus of colour psychology is to turn colours into sensations. Therefore, she is dedicated not only to understanding the meaning of each one but also to studying the changes and behaviours they can bring to our brain. From this study, colours can be used in different ways and in different situations, such as decorations, advertising, fashion and marketing.

How did colour psychology come about?

The study of colours began with Isaac Newton, in 1666 when the scientist discovered that when white light passes through a prism, it separates into several colours, known as primaries. And that these colours, when mixed together, create the secondary colours.

Johann Wolfgang Von Goethe, a German scientist, wrote the book Theory of Color in 1810. In this work, he shows that the visualization of colour depends not only on light and environment but also on the individual perception that each one has.

This research influenced many artists of the time and became popular in the art world. It is because of her that, even today, colours and their applications are studied and we can use them in different ways.

Psychology of colours in your company’s marketing

The use of colour psychology in marketing is being taken more and more seriously because of the different sensations and feelings that colours can convey. Often, the use of colours alone is enough to convey a kind of message, as this is the information that human eyes process in the first place.

QuickSprout has developed research that shows that colours influence the price perception that consumers have. In addition, about 80% of consumers, just by colour, are already able to recognize brands. Also according to the same study, colour and effectiveness are 26% higher compared to black, white and/or grey versions?

Know the meaning of some colours


Yellow is an appetite-stimulating colour as it is linked to hunger. As such, it is widely used by restaurants. Some examples of food chains that used yellow are Burger King and McDonald’s. This colour is also used to get people’s attention, making them focus on something immediately. Furthermore, it conveys the idea of ​​welcoming, optimism and hope.


There are different shades of blue. Darker is related to trust, power and autonomy, being more frequent in corporate brands, mainly because the colour can reinforce the customers’ trust in relation to a brand. The light blue offers an idea of ​​success and productivity. As a representation of the colour of water, it also conveys freshness.


White is a neutral colour. It is usually associated with a feeling of harmony, peace and tranquillity. It alone doesn’t have as much effect on marketing. But when combined with some other shades, it offers an interesting contrast. It is usually used in the background of blogs and emails with another colour that is more prominent.


Gray can also be considered a neutral colour. Thus, most of the time, it is used together with other more striking colours. Technology companies use it a lot, as it helps to convey an image of modernity and innovation. Its meaning, according to colour psychology, is in line with professionalism and responsibility.


Orange is formed by two colours considered strong, red and yellow. It is usually associated with good energy and joy. For this reason, it is widely used in materials that seek to convey energy and enthusiasm.

In addition, it inspires dynamism and movement and is widely used in sports: elements such as balls, courts and tracks are usually in that tone. Another important piece of information is that it helps to captivate customers, especially because of the confidence and energy it conveys.


Brown is used by people looking for elegance and is related to the concept of rusticity. He manages to convey a sense of organization and engagement. Many decoration companies, for example, use it to convey this elegant and, at the same time, modern concept.


Black is also a neutral colour and is related to strength and elegance. Usually, companies or people who are looking for empowerment use black in their visual identities. Its neutrality makes the combination with other colours easier on several occasions, especially with white, forming the classic: white and black.


Pink brings delicacy and innocence in its lightest tone, which is used in brands that define the child as the ideal customer profile. Dark pink can be related to newer features, more modern aspects. According to colour psychology, this colour awakens the desire to consume innovations in products and services.


Purple conveys a feeling of nobility and wisdom. Its application is common in health clinics, for example. Lately, it is also a colour that is related to technology and innovation, in addition to tranquillity, as it is eye-catching and connotes innovation, extravagance and modernity.


The relationship between green and nature is inevitable and immediate. It also reminds us of health, harmony and freshness, precisely because it is linked to the environment. No wonder that some brands exploit this in their hygiene products. It can also be used if the brand wants to convey coherence and balance in its actions.


It’s a colour that awakens urgency and never goes unnoticed. Therefore, it is widely used in promotions. It can be considered opposite to blue and conveys vigour, speed, and urgency and war scenarios. In marketing, the colour red is normally used in restaurants, as it represents hunger and speed.