One of the most interesting and creative aspects of marketing is analyzing the psychology of the correlation between color and persuasion.

For Businesses:

• Colors are chosen on a very specific basis.
• The strategic use of color can be used to enhance a customer’s mood. 
• Larger companies may look into investing heavily in branding research.

When we mention color, we are referring to the colors in your business logo, or the color theme of your website.  Here, we provide a list of various colors and their psychological impact.

White and Grey – Associated with feelings or calm, balance, purity, cleanliness, and safety. Neutral greys can also symbolize feelings of sophistication, practicality, and solidarity. Too much grey may lead to feelings of nothingness and depression.

Yellow and Orange - Cheerful colors that promote optimism and cheerfulness. Yellow has been shown to trigger a sense of caution (think wet floor signs) and to make babies cry. These colors are commonly used to create a sense of anxiety that can draw in impulsive buyers and window shoppers. You’ll notice the yellow is difficult to read against the while background which can cause a noticeable amount of stress, particularly on the reader’s eyes.

Red - Creates a sense of urgency and youthfulness. Red is associated with physically stimulating the body, raising blood pressure, and encouraging appetite. Fast-food companies use generous amounts of red in hopes that customers will purchase more to eat and stay for shorter periods of time.

Green- Health, peacefulness, health, and nature. Used in stores to relax customers and for promoting environmental issues. Green has been shown to stimulate harmony in your brain and encourages a balance leading to decisiveness. You’ll see a lot of “eco-friendly” products using green. Starbucks is a popular company who hosts green as its primary color in hopes of providing a sense of calmness and tranquility to their coffee shops.

Purple - Wise and imaginative. Commonly associated with royalty, quality, and respect. Purple is commonly used to brand beauty and anti-aging products.

Blue - Strength and dependability. It’s associated with peace, tranquility, and reliability. Believed to stimulate productivity, it is the most common color used by conservative brands looking to promote trust in their products. You’ll see a lot of technological and IT companies using blue.

Black – Symbolizes luxury, authority, power, stability, and strength. Black is commonly used by high-end clothing brands and car manufacturers.

Color can do amazing things for the value of your brand.  Keep in mind that the effect a color may have on a consumer are subjective.  Gender may be another consideration to take into account.  But just remember, that colors are what initially grab the viewer’s attention as well as support your message.