Psychology of Colours in Marketing

Colors have the power to make us feel certain emotions. Whenever we go out to buy something, the first thing we look at is the appearance of the product. This means that the color associated with the product holds a huge importance in whether we choose to buy that product or not. To communicate the right emotion, you need to pick the right color to represent your brand/product. For example, in Western culture, red is often associated with passion, love, and excitement, while in some Eastern cultures, red is associated with luck and happiness. Similarly, blue is often associated with calmness and trust in Western culture, while in some Middle Eastern cultures, blue is associated with mourning.

In this article, we will explore the psychology of colours in marketing and how different colours can be used to achieve specific marketing goals.


Red is a high-energy colour that implies excitement, passion, and urgency. It is used in marketing to create a sense of urgency, stimulate appetite, and grab attention. This is why fast-food chains like McDonald’s, KFC, and Burger King use red in their branding and advertising. Red is also associated with danger, which is why it is used in warning signs and emergency vehicles.


The color yellow is often linked to positive emotions such as joy, hopefulness, and friendliness due to its vibrant and cheerful nature. It creates a feeling of positivity and has the power to draw people’s attention. Yellow is also linked to caution, as it is commonly used in warning signs and construction zones to capture people’s attention. Famous companies like McDonald’s, Best Buy, and Hertz incorporate the color yellow into their branding.


The color blue is linked to feelings of serenity, stability, and competence, making it a popular choice in marketing to create an impression of trustworthiness and reliability. It is also associated with intelligence, which is why it is commonly used by technology and financial service companies to showcase their intellectual proficiency and confidence. Some of the brands that incorporate blue in their branding include IBM, Dell, and American Express.


Green is a natural and calming colour that ties itself with growth, freshness, and harmony. It signifies health and well-being. Green also symbolizes money, which is why it is used in finance and banking. Starbucks, Whole Foods, and John Deere have green in their branding


Purple is a royal and luxurious color that implies creativity, wisdom, and sophistication. It is often used to create a sense of elegance and exclusivity. Purple is also associated with spirituality, which is why it is used in beauty and wellness. Cadbury, Hallmark, and Yahoo are a few brands that familiarize themselves with the color purple. 


Orange is a bright and energetic colour that is associated with enthusiasm, warmth, and excitement. Orange is also associated with affordability, that’s why you see it in discount stores and fast-food chains. Some brands with orange in their branding include Fanta, Nickelodeon, and Harley Davidson.


Black is a powerful and sophisticated colour that is associated with elegance, formality, and luxury. It is used to reflect sophistication and exclusivity. Black also shows authority, so firms related to law or finance use the color black. Brands with black in their branding include Chanel, Nike, and Apple.


White is a pure and simple colour that symbolizes cleanliness, purity, and innocence. It is used to create a sense of simplicity and minimalism. White is also associated with goodness, which is why it is used in healthcare and beauty. Some brands with white in their logo include Apple, Adidas, and Dove.


Moving Forward

The psychology of colours in marketing is a powerful tool that businesses can use to influence consumer behaviour and perception. By using colours strategically, businesses can create a strong brand identity, attract and retain customers, and achieve their marketing goals. Get in touch with our marketing experts at Citlali today, and achieve your business goals like never before.