Author: Barbora Sedlarikova
You may have never thought about it, but have you ever noticed how company’s logos and designs play with color? Colour is a fundamental element of human perception that infuences emotions, behaviour and decision-making processes. Very often on subconscious level.
In marketing, colour is one of the most powerful tools brands use to build identity and customer base, by evoking emotion. In this article we will have a look at the role of colours in marketing, their meanings and effects on customers.
So how it is with our perception of colours?
The Subjectivity of Color Perception
Color perception is not universal; it is shaped by cultural differences, personal experiences, and context. In Western cultures, white represents purity and weddings, while in some Eastern traditions, it symbolizes mourning. Red signifies luck in China but danger in the West, and purple is seen as luxurious in some countries yet linked to mourning in others.
Personal experiences also play a role—someone may associate blue with sadness due to a hospital stay, while another may find green comforting from childhood memories. Gender and personality further influence color preferences, with men often favoring bold shades and women preferring softer tones, though these are not strict rules.
Additionally, context matters. Rred can symbolize love or danger depending on its use, and black with gold can evoke luxury, while black with red may feel aggressive.
Ultimately, while brands use color strategically, individual perception varies widely, proving that color psychology is not one-size-fits-all.
Strategic Use of Color in Branding
For a moment, we will get into the company brand manager role. Because everyone wants to enrich emotions in their customers, we have to know how to do that. And the easiest way is to use colours.
Here are some of the most common color associations in marketing:
● Red: Coulour that is often linked to a sense of passion, energy, and urgency. Heavily used by popular fast-food chains like McDonald's or KFC to stimulate customers' appetites and create a sense of urgency to have it. Red also creates excitement, making it popular for sales. In combination with sales and good deals, you won your customer.
● Blue: This colour represents trustworthiness, stability, and professionalism. Blue is a colour often used by banks like PayPal or Irish Bank and technology companies like Facebook and IBM because it evokes security, trust, and reliability. So customers feel safe giving them their money and information.
● Yellow: Yellow expresses happiness, optimism, warmth, and positive energy. It grabs attention even from afar and creates a friendly atmosphere. Brands like McDonald's or IKEA use it to appear welcoming and playful.
● Green: This colour symbolises health, nature, purity and sustainability. It is a favorite among eco-friendly and organic brands like Whole Foods and financial institutions like Fidelity due to its connection with growth, purity and prosperity.
● Black: Black evokes luxury, sophistication, rcihness and exclusivity. Premium brands like Chanel, Rolex, and Nike use black to show their high-end image and poshness.
● Purple: Historically purple coulour was associated with royalty, wisdom, and creativity. It was seen as a colour of nobility. Brands like Cadbury and Hallmark use purple to signal exclusivity, imagination and timelessness.
The Subjectivity of Color Perception
Color perception is not universal; it is shaped by cultural differences, personal experiences, and context. In Western cultures, white represents purity and weddings, while in some Eastern traditions, it symbolizes mourning. Red signifies luck in China but danger in the West, and purple is seen as luxurious in some countries yet linked to mourning in others.
Personal experiences also play a role—someone may associate blue with sadness due to a hospital stay, while another may find green comforting from childhood memories. Gender and personality further influence color preferences, with men often favoring bold shades and women preferring softer tones, though these are not strict rules.
Additionally, context matters. Rred can symbolize love or danger depending on its use, and black with gold can evoke luxury, while black with red may feel aggressive.
Ultimately, while brands use color strategically, individual perception varies widely, proving that color psychology is not one-size-fits-all.
Do Colors Really Influence Consumer Behavior?
The short answer is yes. While colors play a role in shaping perception and emotions, purchasing decisions are influenced by many other factors, such as:
● Brand reputation: A strong brand identity can override color associations. For example, Apple uses a minimalist white and silver palette yet still feels premium.
● Product quality and pricing: No matter how appealing the colors are, if a product doesn’t meet quality expectations, consumers won’t buy it.
● Market trends: Color trends evolve. In the 1990s, many tech companies used blue to convey trustworthiness. Today, brands are shifting toward vibrant colors to appear youthful and dynamic, like Instagram with pink logo.
Do We Really See What Brands Want Us to See?
While color psychology is a powerful tool in marketing, its effects are not absolute. Cultural background, personal experiences, and context play a significant role in how people perceive colors. Brands can guide our perception through strategic color choices, but they cannot completely control it.
So, do we really see what brands want us to see? Sometimes yes, but not always. Colors can evokes emotions, but our individual interpretations and circumstances ultimately determine their true impact.
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