How to Use the Psychology of Colors When Marketing

Aevias worths
2 min readJan 16, 2023

Have you ever wondered what the color red represents and why you feel slightly alarmed when staring at a stop sign?

The psychology of color is used in advertising and marketing to evoke emotional reactions.

Before we look at how color meaning affects human behavior (and how certain colors elicit different reactions), let’s take a quick journey through the history of color.

In the 17th century, Sir Isaac Newton observed sunlight passing through a glass prism and how the light was reflected in various colors.

But color psychology predates Newton’s time by thousands of years going back to the Egyptians.

He believed that self-expression through images and colors could help patients recover from trauma or distress.

…For example, look at the TV series Mad Men, which ran from 2007 to 2015, but whose fictional time frame ran from March 1960 to November 1970. … The muted browns and grays of the Eisenhower era succumbed to the bold shades of chartreuse, persimmon, and banana yellow of the late 60s.

Color meaning and the psychology of colors can powerfully impact people’s behavior and decision-making. People make subconscious judgments about a person, environment, or product within a few seconds or minutes.

Through their choice of color in logos, packaging, signage, and advertising, brands can influence consumers to buy on impulse, or choose their product or service over a competitor’s.

Research conducted by the secretariat of the Seoul International Color Expo found that 93 percent of buyers focus on visual appearance. And close to 85 percent claim color is a primary reason when they make a purchase!

The truth is — as you may have guessed by now — there are no “best” marketing colors. It all depends on the brand image you wish to convey, whether bold, sophisticated, friendly, reliable, or creative, and the response you want to elicit from customers.

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Aevias worths
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Aevias Worths is a marketing firm focused on addressing and optimizing the marketing strategies of small and medium-sized enterprises (SMEs) in Africa