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Psychology of Color in Marketing

Psychology of color in marketing


Ever thought about how effective color can play a role in branding. Turns out color has a powerful psychological affect on us that we don’t even realize. Right down to the shades of colors, colors have a psychological affect on the way we process different brands and logo designs. Of course culture, gender and age affects how we perceive certain colors, but for now I would like to just focus on a few general facts that might convince designers to take color more seriously.

This color chart give a general sense of what colors offer in different brands, how they can make you generally feel. A study conducted to show the impact of color on marketing done by Satyendra Singh (Department of Administrative Studies, University of Winnipeg, Winnipeg, Canada) suggests that colors can be used to “increase or decrease appetite, enhance mood, calm down customers, and, reduce perception of waiting time, among others”. In a study titled Impact of Color in Marketing, researchers found that “up to 90% of snap judgment made about products can be based on color alone”. If used correctly, designers can create strong designs that promise their clients more consumers based on thoughtful color choices and smart branding designs.


  1. hnguye91 wrote:

    The use of color in marketing always fascinated me. When I found out how most fast food chains use the colors red and yellow and how it enhances the appetite; that really got me seeing the use of colors differently. The chart is very useful and a good future reference.

    Thursday, April 5, 2018 at 5:34 am | Permalink
  2. bscott15 wrote:

    I have looked at this particular color guide a few times, and find it fascinating. It gives us a better understanding why companies chose their colors that they do.

    Tuesday, April 10, 2018 at 3:27 pm | Permalink
  3. dnguyen wrote:

    True, the use of color guide has helped many companies to understand how to deal with different cultures, age and gender while marketing their products. It has also played a major role in me while as a graphic design major as through it I have learned the different colors which affect individuals appetite and moods.

    Thursday, April 12, 2018 at 6:31 pm | Permalink