Psychology of Colors in Marketing & Branding

How many times have you stepped into an outlet just because of the flashy colors or the color combination that attracted you? Many times we believe.
Color Psychology is the art and study of how colors affect human perception, behavior, and decision-making ability. Studies have shown that colors play an essential role in influencing customer purchases. A simple example of the color pink, often linked with feminity attracts markets related to beauty products, baby products, and the apparel/fashion industry. It is also used with other colors to add the factor of uniqueness to the product.


Marketers use colors to improve branding and marketing by defining a unique identity and personality for the brand. This means it is essential to implement correct color schemes in the interfaces you are designing. Like, the usage of bright and bold accents on the dark background color.


When and When Not to Use Various Colors?

Psychology of Colors-Pink

  • Each shade of color has a different emotion attached to it. Choose the shade wisely. Like, baby pink has a different feeling attached to it, and hot pink has a different emotion.


Psychology of Colors- Blue

  • Blue is generally considered the safest color scheme to work. Though it is not the only scheme, it tends to blend in with most of the color schemes. It is used in branding for products from tech, education, and all other industries that want it simple, informational, and portray confidence at the same time.


Psychology of Colors- Color Guide

  • In Color Psychology marketing, for forming a color scheme for any brand, it is necessary to come up with a UI guide in terms of colors. It helps in maintaining consistency across the interface, and you’ll be aware of the right combinations to use in the right place. For example, the colors to be used in the logo, for the landing pages, buttons, etc.


Psychology of Colors- Ecommerce

  • The sociological differences and gender preferences of colors together make an entire field of research and study. Studies show that women are more attracted to purple, blue, and orange, whereas men show more interest in black, brown, grey, and blue. Pink denotes feminity, but most of the women did not define as their favorite color. E-commerce websites are generally designed, keeping the above studies in mind, to attract the right audience.


Socio-Logical Differences

  • The color orange is used to design interfaces that compel the risk-taking and adventure-seeking nature of the user.


Color Buttons

  • Choosing colors for buttons is not just for the sake of aesthetics but for the steps of usability and to make them stand out and help users understand the action they are or are about to perform.


Picking up the right colors for building your brand identity is as important as designing other elements for the interface. It appeals, affects, and creates the selling point for the brand.


Master the art of Color Psychology in design! Elevate your brand’s identity, captivate your audience, and boost conversions with the best design agency. Explore the science behind colors – Design interfaces that leave a lasting impact!

Rajat Bagree

Make your mark with Great UX