The Psychology of Color in Advertising

Orange

In marketing it signifies aggression, and it's used to influence impulsive buyers. Brands with orange are viewed as cheerful and confident. It's used to create a call to action i.e. subscribe, buy or sell. The color is associated with affordability and good value

White

It denotes cleanliness, purity, and safety and can be used to project neutrality. White is the best color to use when you want to create contrast on your shelves and aisles in an outlet. In fact, some of the biggest global brands like Google use white to create contrast on their home pages. White is the color of clarity, freshness and used to spark creativity. That's why it's the most common color in office blocks.

Purple

It's the color of royalty, success, wealth, and wisdom. In marketing, it is used to soothe and calm. Purple represents an imaginative wise and creative brand. This color is the perfect blend between the stability of blue and the energy and power of red making it the most common color in luxury brand items.

Blue

creates a sense of security and trust in a brand. People are 15% more likely to retain your shop if it's painted blue. It's also associated with productivity, and it's non-invasive. Blue's sense of confidence is what makes it the favorite color used by financial institutions. The color is also known to inspire loyalty.

black

is the color of sophistication, mystery, power and control. It's the color used to sell sleek items, and brands sold to those who like reserved brands. When used too much it can be subliminally repulsive as it will denote negativity and oppression. This is also a great color to use as it draws attention in a subtle way.

red

red evokes strong emotions, increases appetite, symbolizes passion and love and increases passion and intensity. In marketing, it is known to increase the heart rates, and it's mostly used on impulsive shoppers.

Green

signifies health, serenity, and tranquility. It denotes nature and alleviates depression. The human eye is able to designate the most shades of green.It is associated with the wealthy. Marketers use it to attract eco-friendly clients to their stores.

Yellow

stimulates mental process, encourages communication, strains the eyes but also increases cheerfulness. In marketing, it represents optimism, youthfulness, and clarity. It's used to grab the attention of window shoppers. In fact, research shows that it's the first color that infants react to and that's why it's the color used on most baby products and toys.