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Psychology Of Color In Advertising

Psychology of color– what is it? And how do consumers perceive and interact with color? Let’s take a look at how color affects human psychology and see how to use it effectively in advertising and marketing to get inside your customer’s head.

subconsciously control consumer behavior

Color affects design psychology

Color psychology in advertising design triggers human emotions and behaviors. We react to color and shapes based on an automatic series of interactions between our preferences, surroundings, and cultural background. Color can affect perceptions in subtle ways; for instance, it can enhance or detract from the way or how fast we interpret advertising design. Read why graphic design is a driving force behind business growth.

The proper colors can even enhance how effective logos and social advertising campaigns perform. For example, blue and green are commonly used colors for technology or medicine. They are associated with depth and stability. They symbolize trust, loyalty, wisdom, confidence, and intelligence. Whereas red or yellow are usually used as design stimulant expressing danger, strength, power, determination as well as passion.

Every brand and business emphasize color deliberately in their product designs, packaging, advertisements, and websites. High-level artists and graphic designers use color theory to help establish brand color guidelines that reflect the company’s mission. The psychology of color can trigger the desired responses from protentional consumers, and this is often a large part of the graphic designer’s goal. Great advertising design also anticipates cultural differences within the way colors are perceived. An equivalent color can mean very various things to different audiences; for instance, in most cultures’ yellow features a bright, cheerful connotation, but in China, it’s going to have vulgar or adult connotations. Within the U.S. white symbolizes purity and is usually used for bridal branding, but white may be a mourning color in nonwestern countries. Understand your audience, what you’re selling, and what they are buying. Choose the colors for advertising design wisely.

Male & female colors

Concentrate on consumers’ reaction towards the actual color instead of focusing the color itself. Men and women react differently to color in advertising design. This is generally why designers tend to use altered colors in their layouts to increase the likability of the users and improve design recall, interactive behavior, and conversions.

Warm colors

Red, orange, and yellow and similar hue variations are the nice and cozy colors. Generally speaking, they’re positive, passionate, happy, enthusiastic, and energizing.

Red (primary color)

Positive associations: passion, durable emotions, enjoyment, love, confidence, comfort, warmth. Reactionary advertising design uses bright red as an accent color; red, together with gray and white, for a knowledgeable, elegant look.

Orange (secondary color)

Positive associations: passion, durable emotions, enjoyment, love, confidence, comfort, warmth. Reactionary advertising design uses bright red as an accent color; red, together with gray and white, for a knowledgeable, elegant look.

Yellow (primary color)

Yellow is considered to be warm, cheerful, attention-grabbing, happiness, hope. Common design uses soft yellows for products and services involving children; golds and darker yellows for an antique look and a sense of long-lasting appeal or permanence.

Cool colors

Green, blue, and purple are striking cool colors. Generally, they’re more artistic, reserved, relaxed, professional, and calming than warm colors.

Green (secondary color)

Green is considered to be nature, growth, health, new beginnings, money, renewal, calm, fertility, good luck, harmony, and balance. Financial advertising design is associated with green. Darker greens signal renewal, stability, affluence, wealth and stability.

Blue (primary color)

Blue is considered to be an authority, calming, conservative (but also can mean liberal political values), masculine, non-threatening, peaceful, refreshing, reliable, responsible, serene, stable, strength, tranquil. Regal advertising design is connected with royal blue. Baby blues for baby and young children’s products; light blues for calming and relaxing effects; bright blues for a refreshing, energizing feel; dark blues for corporate designs and other places where reliability and strength are important.

Purple (primary color)

Purple is considered to be magical, creative, mysterious, spiritual, imaginative, luxurious, royalty, romance, wealth, and military honor. Creative advertising design goes hand in hand with purple. Light purples for pampering, beauty, and romance; dark purples for creativity and wealth.


Neutral colors are critical to advertising design because they’re so often functioning as the base or background layer and complement the brighter accent colors. However, neutral colors can also speak volumes on their own and carry their sophisticated meanings and messages.


White is considered to be cleanliness, bridal, innocence, virginity, healthcare, purity, goodness, and peace. Advertising design primarily uses white in minimalist design formats. As a backdrop white lets, other colors shine. White headline or body text is referred to as reversed of knocked out text. White also can convey season like summer and winter.


Black is considered to be magic, Halloween, power, fashion, elegance, mystery, wealth, and ritual. Black is a helpful informal advertising design to convey an edgy, mysterious or elegant feel. Black is additionally the default color of typography.


Gray/Grey is considered to be professional, formal, sophisticated. Gray/Grey is a fantastic supplemental color for corporate advertising design. It’s so versatile that it’s used in backgrounds and typography.

Brown & Beige

Brown and beige are considered to be earthy, down-to-earth, warm, family, dependability, steadfastness, comfortable, and reliable. Brown is regularly used in standard notification advertising design for backgrounds, especially for natural-looking wood and stone looks, and as a substitute for black typography or backgrounds.


90% of impulse purchases and spontaneous decisions are manipulated by the mental and emotional effects of color. It’s important to know how to use color and understand the psychological impact on products, services, brands, and consumers.

Along with the proper use of color, here are nine additional critical issues that will affect how your brand is perceived and engaged. 

Digital and graphic design require much more than selecting an eye-catching color combination that appeals to today’s busy consumer.

Color can be subtle or impactful. It’s important for companies to select the correct color scheme to achieve optimal results. Careful consideration of color is critical to achieving the desired effect.

Choosing the wrong color and color scheme can destroy a brand and have a devastating effect on consumers. 

Moreover, knowing the rules and understanding strategically how and when to use them requires education, knowledge, and more than 10,000 hours of practice. Art is creating something interesting. Advertising is designing a response.

Inkcredible leverages the power behind the psychology of color to design hundreds of brands and thousands of omnichannel digital marketing campaigns. We’d welcome a conversation to attract more customers and position your business in a better light. Contact us today.