The Psychology of Color in Marketing and Branding

The psychology of color as it relates to persuasion is one of the most interesting — and most controversial — aspects of marketing.

Common misconceptions about color

The importance of color in branding

Credit: The Logo Company

Color trends for men and women

Men’s and women’s favorite colors

Men’s and women’s least favorite colors

Color coordination and conversions

Credit: Josh Byers
Credit: Joshua Porter

Why we prefer “sky blue” over “light blue”

Finding your own palette

Truth is, the kaleidoscopic nature of color theory means we may never have definitive answers.



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Gregory Ciotti

Marketing @Shopify. Always looking for uncommonly good stories and advice.