Do you know how to use the right colors in marketing?

Most people don’t realize colors can have a major impact on the human mind. Certain colors can cause people to feel or think certain things. In marketing, it’s important to pay attention to these factors in order to make sure that people are having the appropriate reaction to the product or service you are promoting. Let’s take a look at how to use colors in marketing.

There are thought associations with colors. For example, red is intense and generally is associated with power while blue has a calming effect and is associated with stability. Carefully choosing the right color can give a boost to your marketing campaign.

Here are some colors and their respective thought associations:


Red is an emotionally intense color and has highest visibility. This means it is a good color for attracting attention. Red enhances the human metabolism, increases respiration rate, and raises blood pressure. Avoiding too much red is suggested because it can stimulate a negative reaction.

Red is often used to warn people of danger. It is used for traffic lights, stop signs and fire equipment for this reason. Red can cause people to make quick decisions and is why most “Buy Now”or “Click Here” buttons are red.

  • Blood
  • Anger
  • Energy
  • War
  • Danger
  • Strength
  • Power
  • Determination
  • Passion
  • Desire
  • Love

Red is good for marketing products and services relating to romance, physical activity, health, etc.


Orange is another color that is good at attracting attention. It produces an invigorating effect and increases oxygen supply to the brain and helps to stimulate mental activity and appetite. Studies have shown that orange is a highly accepted color among young people.

  • Joy
  • Sunshine
  • Tropics
  • Enthusiasm
  • Fascination
  • Happiness
  • Creativity
  • Determination
  • Attraction
  • Success
  • Encouragement
  • Stimulation

Orange can be used for marketing products and services related to traveling, food, toys, etc.


Yellow is another attention grabber which is why it is the chosen color for most taxicabs. This color can produce a warning effect which is why it is used in traffic lights and yield signs. Yellow is a good color for stimulating mental activity and generating muscle energy.

While considered to be an unstable and spontaneous, yellow is helpful in producing a feeling of cheerfulness. Too much yellow, however, can create a disturbing effect. Men can see this color as childish and lighthearted.

  • Sunshine
  • Joy
  • Happiness
  • Intellect
  • Energy
  • Spontaneous
  • Warning

Yellow is good for marketing products and services relating to food, leisure, toys, etc. It is not good for marketing expensive products for men or anything relating to safety and stability.


Green reminds people of nature and emotionally corresponds to safety which is why it is used in traffic lights to represent safe passage. A darker green on the other hand is generally associated with money. Green is the color of healing and is the most restful color to the human eye.

  • Nature
  • Growth
  • Harmony
  • Freshness
  • Fertility
  • Safety
  • Money
  • Healing
  • Stability
  • Endurance

This is the color for marketing products and services related to nature, recycling, safety, food, pharmaceuticals, finance, etc.


Blue is associated with depth and stability, it reminds people of the sea and sky. It is considered beneficial to the mind and the body. Blue produces a calming effect and slows human metabolism. This is a color closely linked to consciousness and intellect unlike the warmer colors. Blue is considered a very masculine color.

Darker blue is the preferred color for corporate America because it is associated with knowledge, power, integrity, and seriousness.

  • Confidence
  • Intelligence
  • Tranquility
  • Sincerity
  • Cleanliness
  • Consciousness
  • Masculinity
  • Precision
  • Stability
  • Health

Blue is good for marketing products and services relating to luxury, relaxation, cleaning, travel, health, etc. It should not be used for marketing anything related to food.


Purple is a color associated with royalty because it doesn’t often occur in nature and this makes it rare. Studies have shown that preadolescents prefer this color to other colors. Darker purple can create negative feelings like gloom and cause frustration.

  • Royalty
  • Power
  • Nobility
  • Luxury
  • Ambition
  • Wealth
  • Extravagance
  • Wisdom
  • Dignity
  • Independence
  • Creativity
  • Mystery
  • Magic

Purple can be used for marketing products and services related to kids, magic, art, luxury, etc.


White is considered the color of perfection since people associate it with light and purity. It has a positive connotation and can represent success.

  • Snow
  • Cleanliness
  • Light
  • Goodness
  • Innocence
  • Purity
  • Simplicity
  • Safety

This is the color for marketing products and services related to cleaning, safety, technology, charity, food, health, etc.


Black has a negative connotation, but it can denote strength and authority. It gives a feeling of perspective and depth. Black can give an aggressive feel when combined with the warmer colors and is good for making other colors stand out.

  • Power
  • Elegance
  • Formality
  • Death
  • Evil
  • Mystery
  • Fear
  • Unknown
  • Strength
  • Authority
  • Prestige

Black should be used for marketing products and services related to occult, clothes, luxury, technology, etc.

Now you have a better idea how to use colors in marketing. Consider this information when you create your next marketing campaign.

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