Colour psychology in marketing

Colour psychology can be useful for marketing. Understanding how your target audience feels or reacts to certain colours will help you in your selection. Below you will find a list of colours and how they are commonly perceived. However you MUST identify your target audience before using colour psychology for your marketing efforts.

Black is a popular colour in retail. It is symbolic of mystery, power, elegance, and sophistication. Many fashion retailers have used black in their logos.

Pink is symbolic of femininity, playfulness and unconditional love. Some brands have chosen to use pink for the product packaging, whereas other brands may have it in their logo, website, or to highlight key messages.

Orange represents creativity, adventure, enthusiasm, success, and balance. The color orange adds a bit of fun to any pretty much anything its on!

When you integrate the colour blue into your branding, trust, stability and harmony are the feelings that blue gives off. Some retailers add their guarantee, trust certification or free shipping icons in blue.

Purple is a royal colour. It is connected to power, nobility, luxury, wisdom, and spirituality. Some perceive its as arrogant. You can add hints of purple to any of your designs or graphics.

Evokes feelings of happiness, positivity, optimism, and summer. You can also choose to use yellow for your ‘free shipping’ bar, a background or a border.

Different people perceive colours differently, their age, cultural background, emotional drivers and gender can greatly impact their choice. In short, understand your target audience and then you will be able to use the power of colour psychology to grow your conversions!

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