The Psychology of Color in Marketing

Author:Texas Creative
The Psychology of Color, brain with splashes of color around it

When it comes to color, context is everything. A pinch of a particular color could produce an appealing composition, while too much of the identical color could disrupt it. 

Here is an overview of basic color meanings:


The use of white color in business signifies cleanliness and hygiene. It indicates calmness, simplicity, and organization. White has been elected as a symbol of goodness, spirituality, purity, balance, perfection, hope, and honesty. You may find this color used a lot for ice cream shops, medical facilities, and high-tech products.


Gray is a conservative color signifying neutrality, indifference, and reserve. Negatively, it can be depressing or energy-draining. You may find this color used a lot in legal and financial fields. Gray combined with blue suggests credibility, trust, and reliability.


Psychologically, black represents authority, power, and control. It can also be seen as sophisticated and elegant. You may find this color used in gyms, high-end products, and formal events.


Brown denotes earth, warmness, nature, rusticity, stability, comfort, wisdom, ruggedness, trustworthiness, and simplicity. Brown is suitable for businesses promoting outdoor products and services. You may find this color used a lot in garden supply stores, candy products, organic products, landscaping, and farm businesses.


Pink reflects a softness and also signifies love, compassion, sweetness, femininity, romance, intuition, kindness and youthfulness. You may find this color used a lot in cosmetics, women’s products and beauty salons as well as brands for young girls and bakeries.


This color encourages buyers to take action and make a purchase. It is considered to be a color of intense emotions, ranging from anger, sacrifice, danger, and heat to love and passion. Red also signifies action, strength, energy, courage, confidence, and speed. You may find this color used a lot for dating services and restaurant signage.


Orange is a color of adventure which inspires and creates enthusiasm. It also represents optimism, creativity, warmth, fun, cheeriness, speed, confidence, success, bravery, sociability and draws attention. Orange also stimulates your appetite. You may find this color used frequently for restaurants, travel, indoor trampoline parks, and to draw attention to traffic cones.


Yellow stimulates hunger, triggers joy, and encourages generosity. It also signifies creativity, happiness, warmth, cheerfulness, optimism, intellect, positivity, youth, energy, and caution. You may find this color used in the food industry, academic related products, and informational companies.


Blue is the most favored and universally accepted color. It relates to trust, security, loyalty, responsibility, confidence, peace, honesty, and reliability. You may find this color used for banks or financial institutions, yoga studios, water companies, and dental and medical offices.


The color green is associated with health, harmony, safety, growth, generosity, hope, luck, prosperity, freshness, nature, appetite, and quality. It is used in stores to relax customers and promote awareness of environmental issues. It stimulates your brain to encourage decisiveness. You may find this color used in financial institutions, health-related industries, environmental eco-friendly and organic businesses, spas, and food-related industries.


Purple implies wealth, spirituality, mystery, royalty, fantasy, wisdom, luxury, and ambition. You may find this color used in financial planning, technology and female-focused brands.


The mastery of color theory can be beneficial, but for most people, our choices primarily rely on personal preference. Our mental selection techniques consist of an abundance of conscious and subconscious dreams, emotional memories, and other relationships of color. What are some of your favorite color combinations utilized in advertisements?