Understanding Colour Psychology For Marketing And Web

Colour psychology examines how colours affect human emotions and behaviour. Learn how to incorporate smart branding into your marketing.


The psychology of colour highly influences marketing and branding. Consumers view colours differently, so it’s essential to know which colours showcase your brand to make the best first impression.

What is Colour Psychology?

Colour psychology examines how colours affect human emotions and behaviour. Your consumers’ perception of your brand is affected by colour psychology, whether launching a new business, rebranding or even creating marketing assets.

Colours are often regarded as evoking emotions based on memories we associate with specific tones throughout our lives. As a result, blue is often associated with feelings of tranquillity and stability among those who have swum in the ocean. In addition, we tend to feel warm and at peace when we look at a yellow sun.

What Is the Role of Colour Psychology in Marketing and Branding?

Your brand will connect with your ideal customers through an effective marketing campaign. Your brand will gain visibility and loyalty as a result.

When you’re a brand, you should make sure you have a strategy behind the colour choices you make to connect with your target audience and inspire them to connect with your brand.

Colour psychology plays a vital role in building your audience and driving conversions for your brand.

The Use of Colour Psychology in Marketing


Colour psychology marketing makes red a helpful colour. It stimulates feelings of hunger, love, and fun because it’s known to evoke feelings of urgency and excitement.

Some fast-food chains and brands – including Coca-Cola, KFC, and McDonald’s – have found success by including copious amounts of red in their branding, including in their logos and marketing materials.

Since red draws people’s attention to lower prices, it is commonly used to indicate sales prices. Due to all this, red is one of the most effective colours that make people buy.


Blue is associated with productivity, trust, peace, and stability. Blue calms anxiety, as opposed to red, which causes urgency. E-commerce sites that deal with insurance, medicine, and finance are a great colour to use for backgrounds and conversion elements.

For websites dealing with “scary” topics like insurance, blue can be used as a conversion element. It is intrinsically linked to trust and security, reducing fears and giving people more confidence about using the site.

Blue is a colour that can be used on eCommerce sites such as payment gateways – think of PayPal and the Verified by Visa logo that shows up when making an online purchase.


Customers feel welcomed and warm when surrounded by greenery. Furthermore, it promotes goodwill, health, and environmental responsibility. In addition to being a colour of money, green is also associated with wealth.

When considering green in your brand identity, you should know that colour psychology dictates that the colour will work for eCommerce stores that sell outdoor equipment and sports items since it encourages people to move outdoors.

It is also suitable for the health and wellness niche. “Buy” buttons, and call-to-actions in green are a solid choice.


White is associated with innocence, purity, cleanliness, and humility in many cultures, although it can also carry negative connotations in some places.

The most common way to enhance spaces is using white because it makes them appear bigger. Most e-commerce websites use white as the predominant colour.

White’s contrast with black also makes it easier for visitors to read.


Black is associated with mystery, power, elegance, and sophistication. Retailers use this colour the most as these are all traits they want to associate with their stores.

Presidents and other government officials are often driven in black limousines, for this reason, the little black dress makes a statement and so does a Tuxedo. In the same way that white is neutral, black has a strong impact on spaces.

When used in the wrong way, black can make people feel sad or angry.


In addition to creativity, adventure, enthusiasm, success, and balance, orange is often used as a call to action depending on what kind of feelings you want consumers to experience.

Orange appears in the logos of Firefox, JetStar, and Harley Davidson.


There is a general association between pink and femininity, playfulness, and unconditional love.

It’s no wonder that it’s often used for brands’ Valentine’s Day specials, wedding invitations, and anything aimed at female audiences. One of Victoria’s Secret’s brands even goes by the name pink.

There’s also a lot of pink in Barbie.


There is a general association between yellow and sunshine. Summer is synonymous with sunshine, optimism, positivity, and youthfulness.

Depending on the content, tone, and shade of colour, it may also be interpreted as a warning or deceitful. Yellow is used by at least one brand. Absolutely! McDonald’s is one of them.

Snapchat and Chupa Chups are two other examples.


Brown is generally associated with earth, wood, and stone. It has a very natural feel. It also symbolizes warmth and security.

People can associate it with homes, so it could be an excellent colour to use if you’re in real estate.

Natural products and food brands tend to use it as well.

Using Colour Psychology and Marketing to Drive Sales

Online shoppers respond differently to different colours, so you must understand how colour affects them. Knowing colour psychology will help you choose colours that make people buy, resonate with your brand’s identity, improve conversion rates, and increase sales.

Your marketing materials need the right branding colours, along with great pricing, customer service, and discounts, if you wish to succeed with your eCommerce store and stay ahead of the competition.


Colour psychology often goes unnoticed. Your website, branding, and marketing colours may have more impact than you realize.

Please participate in the decision-making process and don’t let a designer make it for you. As a business owner, you know what your website should say and how you want people to interact with it.

You may want to use specific colours, such as reds, blues, and orange, when your goal is to increase conversions. However, you should keep in mind that the psychology of colour doesn’t ensure success, and the same colours won’t have the same effect on everyone.

Get in touch to talk about your colour ideas for your new website design and build.


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