Psychology of colors plays a serious role in marketing and advertising, so in this post, we will explore how to wisely select the colors you use, based on the specific goals of your marketing and advertising. Psychology of colors is very important in marketing, and in everyday life, because it is very important to understand the meaning of colors and how to use this meaning in our favor. It is known that color has a strong psychological impact on people’s behavior and decisions.

Numerous comprehensive studies in the world of psychology and business marketing have highlighted some interesting data supporting the idea that color affects consumer behavior. In one study, researchers found that more than 90% of the appraisal of products and services is based on their color or colors used in the copy. According to the same study, the brand’s perception is partially guided by color. Color effects are very direct: most people believe that product colors are more important than other factors, and more than half of customers are discouraging from the product because they do not contain their favorite color.

Each brand and business deliberately use certain colors in the design of products, packaging, advertisements and websites. Marketing and advertising heavily rely on the ability to choose colors that support the company’s brand and mission.

Among consumers, colors are closely related to purchasing decisions. Color is the primary reason why 85% of consumers decide to buy, and up to 90% of impulse product decisions are based exclusively on color. The researchers also found that 42% of consumers form a website’s opinion based on page design, including color, significantly more than any other factor.

Let’s see how color affects people and their reactions


The favorite color of men. It relates to peace, calmness and reliability. Blue provides a sense of security, limits appetite and stimulates productivity. The most commonly used colors of conservative brands that want to promote confidence in their products.


This is a stimulating color, associated with explosive emotions such as love, passion and anger. It creates a sense of urgency, which is good for advertising sales or discounts. It encourages appetite, so it is often used by fast food chains. It physically stimulates the body, raises blood pressure and speeds up the heartbeats, and is associated with movement, excitement and passion.


Associated with authority, courage, stability and strength. Often it is a symbol of intelligence and elegance, but it can become a preponderant if it is used too often.


Related to health, calmness, balance and nature. Because of its inevitable connection with nature, it symbolizes life, health and abundance. It is used in shoppers for relaxing customers and promoting environmental issues. Green color stimulates harmony in your brain and stimulates balance that leads to determination.

Yellow and orange

Cheerful colors that radiate optimism. They are used to create a sense of excitement that can attract impulsive customers and customers who mainly look at products without the real intention of buying something. Many cultures associate yellow with gold, and therefore with success, quality and money.


It represents beauty and romance. Culturally related to femininity, it symbolizes delicacy.


Usually related to power, wisdom and respect. It also symbolizes dignity and nobility. It is often used to promote beauty and anti-aging products.

It is important to remember that psychology of any color can depend on many different factors. Past experiences, cultural influences, personal taste and other factors can influence how a person feels a certain color. Testing is really the only way to ensure that you have chosen the right strategy for your marketing of colors.

Always consider exploring the target audience wherever possible to understand the cultural context of this group, customs and experiences. What the future customer will determine is understanding what you want to communicate as a relationship of meaning to colors, with the process of their life experiences.

We hope that this article gives you a sense of how the psychology of colors works, and how it intersects with marketing and advertising. Once you understand this, it’s easier to see how to use color to improve your specific marketing and advertising goals. Strategic use of colors to produce specific, desired branding effects is much more than just choosing what looks good to someone.