The Psychology of Color In Marketing

Written by Daniel Ferrigon

July 13, 2022

mcdonalds fries on white table

The Psychology of Color in Marketing and Branding: How Colors Influence Consumers

This article will explore the psychology behind colors and how they are used in digital marketing to affect consumer behavior.

Color affects people in a variety of ways. It can influence our mood, behavior, and perceptions. With the help of color theory, marketers are able to create a better brand image. It can also be used to improve accessibility for those with color blindness.

The psychology of color is an important part of digital marketing because it can affect how consumers make decisions about products and services. Businesses have to understand how colors can affect different groups of people who visit their website or social media accounts. The most common way that designers use colors is through logos, which represent the brand’s personality and values.

A great example of this is McDonald’s logo and branding. The colors red and yellow were chosen for a specific reason. It has to do with color psychology. The color red stimulates the brain and is associated with being active. It also increases heart rate, which helps to jumpstart your appetite. The color yellow is associated with happiness and is the most visible color in daylight.

The brain processes color before it processes words or shapes, so that’s why McDonald’s chose these two colors for their logo and brand. Red and yellow make you hungry, encouraging you to want to buy more burgers, while also making you feel happy.

Color is not just a visual element in marketing but it also has a significant impact on customers’ psychology.

The psychology of color plays an important role in accessibility, as well. People with different types of disabilities might have difficulties seeing certain colors and if you want your content to be accessible to everyone, then you need to consider the color theory when designing your visuals.

Color theory is the study of how colors interact with each other and what psychological effects they have on people. Digital marketers can use this knowledge to their advantage and make sure that they are using the right colors for their marketing campaigns.

Color is one of the most influential elements in marketing. It can be used to evoke emotions, create moods, and even shape perceptions. Yet despite its power, color theory is often overlooked in marketing strategy. 

The psychology of color has been studied for centuries and has been shown to have an impact on human behavior. Colors can evoke different emotional responses depending on their hue or shade, brightness or darkness, and saturation or intensity. Color theory plays a key role in digital marketing because colors can be used to create desired moods or alter perceptions.

In Conclusion

The colors used in branding should be an essential part of your marketing strategy. The colors used in marketing should be tailored to your brand message. 


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