Color psychology for advertisers and
Color psychology theory is very
much related to persuasion ,
but most of today’s
conventions on colors consist
of hunches and anecdotal
differences or contexts
diminish the effects
individual colors have on
The theory that colors
invoke specific emotions is
as accurate as reading Tarot
First, let’s start with some interesting facts about colors:
Motivates us to take action
Means: passion, courage,
Opposite: angry, nervous
• Red means “beautiful” in Russian.
• Chinese brides often wear red
wedding gowns for good luck.
• It is King’s color – represents the
highest ranks and positions of
Is the color of social
optimism. It relates to instinct
It represents strong
emotions, radiates warmth
Opposite meaning: pessimism
• During the Elizabethan era in
English history, only nobility were
allowed to wear orange clothing.
• Frank Sinatra once said: “Orange
is the happiest color.”
Is the color of the mind, intellect,
Represents: optimism, cheerful,
Opposite: impatience, criticism,
• In Japan yellow means courage
• In Egypt it is used for mourning
• Why were post-its originally
It means balance, growth,
harmony, nature, youth.
It is an emotional positive
color which relates to counselor,
the good listener, the worker.
• Green is often used as a symbol of
• Before 1950’s Santa’s suit was
• It was a sacred color in Ancient
- trust, honesty, loyalty,
peace and tranquility
Color blue denotes reliability and
Opposite: inflexible and
• In Ancient Rome blue was worn by
• In India blue is thought to bring
• Owls are the only birds who can
see the color blue
It is the color of imagination,
spirituality and harmony.
It represents the future,
inspiration and originality.
• February is the month associated
• Amethyst is the best known purple
precious stone in the world
• Purple denotes virtue and faith in
Now that we found out what is
the meaning of every color,
let’s see some
insights on how they play a
role in persuasion:
1. Color branding
2. Color preferences by gender
Color branding is one of the most important issues relating color perception.
The truth is that color preferences are mostly determined by experience.
Which means that our experiences with objects determinate how we feel about
the colors of the objects
Messaging patterns revealed that colors play an important role in purchases
90% of snap judgments made about products are solely based on colors.
There are five core dimensions that have a role in a brand’s
personality, that are vital to consider:
Sincerity - domestic, honest, genuine, cheerful
Excitement – daring, spirited, imaginative, up-to-date
Competence – reliable, responsible, dependable, efficient
Sophistication – glamorous, presentation, charming, romantic
Ruggedness – tough, strong, outdoorsy, rugged
Before starting the branding process you should ask yourself: does the color
fit what you are selling?
Don’t forget that your brand’s
colors have to support the
personality you want to portray.
Don’t try to align it with cliché
Green = calm
sometimes it is used to
environmental issues or financial
The Isolation Effect
An item that is unique and
stands out it is more likely to be
remembered, this is why
consumers prefer palettes with
contrasting accent colors.
Another helpful insight that you should consider in your branding
process is color preferences by gender.
What colors men like:
What are their least favorite colors:
What colors women like:
What are their least favorite
• men prefer bold colors with a little black
• women prefer soft colors, tints colors
with a little white
Now…take the canvass and start painting your
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