Now that we’re clear on what the psychology of color is and how influential using the right or wrong colors can be in your marketing, here’s how to use color psychology to make your marketing even more effective.
And as noted in our marketing psychology guide, we make decisions based on emotion, not logic.
Because of this impact on behavior, color can play a big role in creating a mood. According to Architectural Digest, this makes choosing the right paint colors crucial for setting the tone of your home. Warm colors tend to energize, while cool colors tend to calm.
Table of contents
Then use that information. That’s the best way to leverage color psychology to improve your marketing. Test—and keep testing.
What is color psychology?
The psychology of colors has a similar impact when it comes to your brand and your marketing strategies, and this leads us to the next section.
In this guide to understanding color psychology and using it to improve your marketing materials, we’ll cover:
The best way to get better at using the psychology of color is to pay attention to ads, websites, and branding and how the colors make you feel. Check out the website for Bloomscape, an ecommerce plant website targeting Millennial and Gen-Z consumers.
Why does the psychology of color in marketing matter?
A monochromatic color palette from Coolors.
Familiarizing yourself with the basics can go a long way toward employing color psychology in your marketing. We covered earlier how red can evoke heightened alertness or anxiety, while blue can have an adverse calming effect. Here are some more fundamental color associations to consider with your emotional ads:
Familiarizing yourself with the basics can go a long way toward employing color psychology in your marketing. We covered earlier how red can evoke heightened alertness or anxiety, while blue can have an adverse calming effect. Here are some more fundamental color associations to consider with your emotional ads:
2. Start with emotion first
Familiarizing yourself with the basics can go a long way toward employing color psychology in your marketing. We covered earlier how red can evoke heightened alertness or anxiety, while blue can have an adverse calming effect. Here are some more fundamental color associations to consider with your emotional ads:
7. Try to add some blue
Familiarizing yourself with the basics can go a long way toward employing color psychology in your marketing. We covered earlier how red can evoke heightened alertness or anxiety, while blue can have an adverse calming effect. Here are some more fundamental color associations to consider with your emotional ads:
So if you don’t already have a brand color palette, it’s time to make one.
8. Run color tests with your audience
Better to use it to your advantage. Here’s a quick recap of the tactics you can use to make color psychology work for you and your marketing goals:
Make color psychology work for you
But in the meantime, here’s a quick rule of thumb: When in doubt, add some blue.
Here are a few common types of color palettes:
- Learn color psychology essentials
- Start with emotion first
- Get inspired by other brands
- Create a brand color palette
- Keep cultural context in mind
- Try to add some blue
- Stay consistent with your branding
- Run color tests with your audience
I don’t know about you, but I’m feeling calmer looking at AD’s aspirational blue living room.
