The Importance of Color in Marketing & Branding

People notice color. And it can affect the way a consumer acts. In other words, the right or wrong colors can influence a consumer’s actions. When designing packaging, fashion, a website or whatever it may be or many times the designer may select the swatches that best entice them. But, will that color palette be alluring to everyone, especially the market’s most devoted consumers? That is a question in which all designers and marketers should consider.


The color of love, seduction, violence, danger, adventure, magic and religion. Red creates a sense of urgency; you often see red at clearance sales.



The natural world (flowers, egg yolks, lemons, birds, bees, etc.), happiness, optimism, youth, enlightenment, sunshine and spring. Yellow often grabs attention of window shoppers.



Also signifies the natural world (water and sky). Different shades represent different things. For example, dark blue signifies trust, authority, intelligence and dignity, hence, is why it is a popular shade used in corporate logos. Light blue signifies peace and serenity.



This color now exists as a verb in our vocabulary, relating to ecology. It signifies growth, rebirth, fertility and wealth. It’s universally associated with nature and the environment. Green creates a relaxing environment, which can be used in stores to reduce the stress of shoppers.



It’s a very sci-fi color, relating to a supernatural aura. It symbolizes mystery, spirituality, creativity and royalty. Purple is also used to soothe and calm, so often used in beauty or skin care products.



Cheerful colors that promote optimism. Yellow can make babies cry, while orange can trigger a sense of caution. Used to create a sense of anxiety that can draw in impulsive buyers and window shoppers.



Associated with authority, power, stability, and strength. Often a symbol of intelligence, but can become overwhelming if used to frequently.



Symbolizes feelings of practicality, old age, and solidarity. But too much grey can lead to feelings of nothingness and depression.


Use contrasts to reduce eyestrain and allow readers to focus their attention on specific items. Vibrancy can dictate the emotional response users have to your design.

For example, choosing brighter colors can lead users to feel more energetic, which can evoke better responses and reactions. But if your website is information-intensive, you may find that a darker color theme will make it easier for readers to process all your data.

McDonald’s chooses high-energy colors like red and yellow which appeal to children, kindle appetites, and create a sense of urgency. Of course, Ronald McDonald himself is popular with the kids, but he’s also sure to agitate parents quickly. This facilitates faster customer turnover.

Interestingly, the only major global brand to use green as its primary color is Starbucks. Using green shows that Starbucks hopes to promote a sense of relaxation in their cafes, inviting customers to come in for a coffee break during a stressful day.

Exciting Red and Competent Blue is another study which reveals that human brains always go for brands which are recognized, thus making the use of color is very essential while creating the identity of the brand. The same thing is also suggested in Color Research and Application where it was clearly stated that the business owners both small and large should pay great attention in choosing the color in designing their logos so as to stand out in this competitive world of business. If all of your competitors use blue in their logo, you can differentiate yourself by using purple.

Long story short, -it confirms that purchasing intent is greatly affected by colors due to their effect on how a brand is perceived; colors influence how customers view the “personality” of the brand in question.