The Psychology of Marketing Color Guide

Black
The signature color of sophistication, it dominates high-end packaging and can even make inexpensive products seem more upscale. It’s also associated with authority, power, stability, and strength. Although black works well for expensive products, it can also make a product look heavy.
Blue
Trust and dependability, fiscally responsible and secure. Blue can improve customer loyalty. It is popular with financial institutions as it conveys stability and trust.
Burgundy
This color reminds us of all things rich and refined (think red wine), so don’t be surprised if the Merlot duvet cover you covet costs more than a white one in a similar style. Its prismatic cousin, brown, has similar connotations of luxury.
Green
Retailers often employ this color to attract eco-minded clients. Just because an item is green doesn’t mean that it’s environmentally friendly. Deeper greens are associated with wealth or prestige, while light greens are calming
Orange
The color is associated with fun, creativity, vitality, fairness, and affordability, which is why you’ll find it at stores offering good value, like Home Depot and Payless. Research indicates its lighter shades appeal to an upscale market.
Pink
This sweet color—in particular, a shade close to bubble gum—has calming effects, according to research published in the Journal of Orthomolecular Psychiatry. Scientists found that seeing pink slows people’s endocrine systems and tranquilizes tense muscles. How that might influence your wallet: Feeling relaxed may make it less painful to part with cash. When people see Pink they think royalty.
Grey
Symbolizes feelings of practicality, timelessness, and feelings of solidarity. Too much grey often lead to feelings of nothingness. It can draw in feelings of old age, death, and depression.
Red
Although plenty of shops embrace this color (and still find financial success), market experts warn that, just like a stop sign, a red can make consumers hit the brakes. It activates your pituitary gland, increasing your heart rate and causing you to breathe more rapidly. It is suggested to use red as an accent on websites or advertisements.
White
In branding, white suggests simplicity and purity, 75% of top brands are packaged in white. Psychology says that the human eye views white as a brilliant color, so it catches the eye immediately in signage.
Yellow
Yellow evokes energy and increases appetite. Yellow is great when used in restaurants. It communicates optimism, positivism, light, and warmth. The human eye will see yellow before any other color.

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