The use of color in marketing might seem like a no-brainer but it’s more than just picking pretty hues. Color is an important tool because it impacts how we think and behave. Using different colors directs your eye where to look and helps decide what is important information. It puts content into context for your audience.


When deciding the best use of color, you want to choose shades that will make an impact on your audience. Bright, contrasting colors will stand out and draw attention to important information. They typically promote activity or a call to action. Softer colors promote mental or visual tasks. They may look more beautiful from a design perspective but may be harder for your audience to read. The key is to strike a balance between the two.


use of color, psychology of color

The use of color and its impact on your psyche has been studied for years:

Red: very powerful and energizing; often the go-to color to get someone’s attention

Yellow: fun; evokes cheerfulness and optimism

Orange: a great combination of red’s power with yellow’s friendliness; offers a sense of motivation

Green: one of the most-seen colors in nature; gives sense of balance and harmony

Blue: one of the most-liked colors around the world for its calm and soothing qualities

Purple: most commonly associated with spirituality, imagination, and luxury

Pink: a softer version of red; often a sign of hope

Brown: a very natural color; portrays structure, security and protection

Gold: commonly represents confidence and luxury

Black: a sophisticated color; great for high contrast and easy legibility

White: often used for its simplicity and cleanliness


When choosing colors for your logo, website, marketing material – pretty much everything! – you need to think about your audience:

  • Gender – who will be using your product most?
  • Age – is your product for children or adults?
  • Emotion or Energy – how do you want your audience to feel?
  • Location – is your product mostly for urban/city dwellers, or rural/countryside?


Test a few different color options to see what your audience reacts to most; you might not get the right combination or placement on the first try, and that’s ok! The goal is to use color in a way to promote your brand, engage your audience, and generate more business! Want a more in-depth look at the psychology of color? Check out this blog post from CoSchedule or this blog post from Jen Reviews. Happy coloring!