Colours aren’t just about aesthetics—they’re powerful tools that can influence emotions, perceptions, and even decision-making. Whether you’re choosing the colours for your brand, a website, or a marketing campaign, understanding the psychology behind colour is key to making a lasting impact.
Why colour matters in marketing
When you walk into a store, scroll through social media, or browse a website, your brain is making quick judgments. It only takes about 90 seconds for someone to form an opinion about a product or brand, and up to 90% of that judgment is based on colour alone.
That’s because different colours trigger different emotions and associations, shaping how we feel about a brand before we even engage with it.
For example, fast food chains often use reds and yellows because they stimulate appetite and convey excitement and energy (think McDonald’s and Burger King). Meanwhile, financial institutions like banks favour blues because they symbolise trust and stability. Of course, there are exceptions - I’m looking at you Westpac and ASB.
Breaking down colour psychology
Here’s a look at some common colours and the emotions or traits they typically represent:
Red: Bold, energetic, and urgent. Red grabs attention and creates a sense of excitement or urgency, making it popular for clearance sales and calls-to-action.
Blue: Trust, reliability, and calmness. Blue is often used by companies that want to convey professionalism and security, which is why it’s common in finance and tech brands.
Yellow: Optimism, warmth, and clarity. Yellow evokes happiness and cheerfulness but can also be overwhelming in large amounts. It’s often used in moderation to create a welcoming feel.
Green: Health, growth, and nature. Green is tied to the environment, wellness, and sustainability, making it ideal for brands that focus on eco-friendly practices or health products.
Purple: Luxury, creativity, and wisdom. Purple is associated with royalty and sophistication, making it suitable for high-end brands or products that want to appear premium.
Black: Power, elegance, and sophistication. Black is versatile and timeless, often used in fashion, luxury goods, and technology to communicate exclusivity and class.
How to use colour strategically in marketing
Colour selection should align with your brand’s identity and the message you want to send. Here are some strategic tips:
Know Your Audience: Different demographics may respond to colours differently. For example, younger audiences may prefer vibrant and bold colors, while more mature customers might lean toward softer, more subdued tones.
Consider cultural context: Colours can carry different meanings across cultures. While white symbolises purity in many Western cultures, it’s associated with mourning in some Eastern traditions.
Maintain consistency: Your brand’s colours should be consistent across all platforms—whether on your website, packaging, or social media profiles. Consistency builds brand recognition and trust over time.
Test and optimise: A/B testing different colour combinations for calls-to-action, buttons, and ads can reveal what works best for your audience. Sometimes a small tweak in colour can make a big difference in conversion rates.
Colour is more than just a design choice—it’s a psychological tool that can influence how your audience feels about your brand and whether they decide to engage with it. By carefully selecting colours that align with your brand’s message and considering your target audience, you can create a stronger emotional connection and drive desired behaviors.
Key takeaways:
Colours evoke emotions and play a big role in how consumers perceive your brand.
Different colours carry distinct associations—red signals urgency, while blue conveys trust.
Consistency and cultural awareness are crucial when applying colour psychology in marketing.