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How to use the psychology of color in marketing to increase your results

Did you understand color can affect folks’s feelings and actions? Learn about color psychology and the way it may be used to enhance your marketing efforts.

Color psychology may be one of the strongest instruments a marketer can work with. 

Color immediately units the temper. It evokes emotion and sparks a psychological response. It can help or detract from the worth of what you’re providing. In reality, 90 percent of a subscriber’s first impression of an email message — or a web site — is predicated on color or visible cues alone.

Let’s check out how colors can have an impact on your marketing efficiency. Plus how to use color psychology for your web site, touchdown pages, sign-up kinds, and emails.

How to use the psychology of color in marketing

If you need to use color psychology in marketing, it helps to perceive why it’s essential. 

So right here’s why: 84.7% of consumers surveyed believe color is important when shopping for a product. And color increases brand recognition by 80%. That makes it an extremely essential half of  your model identification. 

Research additionally exhibits that there’s a connection between the use of color and the way it affects customer perception of a model. Think of your favourite model for a second. What color do you affiliate with them?

Now check out the color meanings chart under. Does it match up with your notion of the model?

Colors Meaning Chart

Now that you understand how color impacts your personal perceptions of your favourite manufacturers, it’s time to ask your self how one can leverage this info in your marketing technique.

Let’s check out every of the totally different colours listed above, determine why it elicits sure feelings and emotions and how one can greatest incorporate this data into your future marketing efforts.

Meaning of Blue

The meaning of the color blue

Blue is usually used to signify emotions which might be cool and calm. That’s as a result of blue has mood-boosting properties that sign the physique to produce chemical compounds which might be calming and promotes a sense of positivity.

Light blue generally is a refreshing splash of color. 

By distinction, darkish blue is a basic alternative for manufacturers who need to emphasize luxurious, with out the formality of black. 

When to use blue in your marketing

  • Studies have proven that 57% of males stated blue is their favourite color, so think about using blue when males are your audience.
  • Use once you need to promote belief in your product or model.
  • Studies have proven that blue appeals to a variety of folks. So you may by no means go mistaken with blue in your marketing.

Meaning of Pink

The meaning of the color pink

Pink tones are youthful, enjoyable and thrilling. It’s a terrific alternative for emphasizing femininity or one thing candy. (The color actually makes us crave sugar!)

When to use pink in your marketing

  • Pink is historically related to female manufacturers so use it when marketing traditionally-feminine merchandise.
  • Most manufacturers don’t use pink in their marketing, this makes it a great color if you need to stand out and seize a customers consideration.
  • Add shades of pink to your welcome email for a pleasant first impression.

Meaning of Green

The meaning of the color green

Green tones are reminiscent of pure parts, well being and well-being. It’s a soothing alternative, and promotes emotions of rest and concord. It’s additionally the color that the human eye is most delicate to and in a position to discern the most shades of.

Since it feels very contemporary, inexperienced is a superb color to use to promote a brand new product or characteristic. 

When to use inexperienced in your marketing

  • When serving to your prospects increase their gross sales.
  • Promoting environmentally-friendly services or products.
  • Launching a brand new product or characteristic. A splash of inexperienced may also help emphasize its newness.

Meaning of Orange

The meaning of the color orange

Orange represents heat and power. Fun and flamboyant, orange is usually used to signify positivity and optimism.

Another cool factor about orange? We naturally affiliate it with belief and security. 

When to use orange in your marketing

  • As your name to motion button
  • Use in signage or show adverts once you need to stand out from the crowd

Pro Tip: Orange is a really daring color alternative that may simply intimidate most entrepreneurs. Slowly ease your means into utilizing orange by including photos that includes the sunny shade.

Meaning of Yellow

The meaning of the color yellow

Like orange, shades of yellow can symbolize positivity and optimism. In reality, it’s often called the happiest shade in the color spectrum.

Yellow can be identified for activating reminiscence, stimulating psychological processes and inspiring communication.

When to use yellow in your marketing

  • Use when selling youngsters’s merchandise.
  • Yellow helps spark reminiscence. If you’ve got one thing essential that you really want subscribers to bear in mind, maintain yellow in thoughts.

 Meaning of Black

The meaning of the color black

Black is a basic color alternative that by no means goes out of type. It’s usually used to signify formality (suppose “black tie”).

It additionally implies weight. For instance, folks assume a black field weighs multiple that’s white. 

When to use black in your marketing

  • Associated with energy and energy, use when selling weight-training.
  • Use as a background color once you need to draw consideration to a picture.

Meaning of White

The meaning of the color white

White is cool, calm and serene. It’s a terrific alternative for manufacturers that need to really feel trendy and contemporary.

When to use white in your marketing

  • Use white once you need to convey security, cleanliness, or magnificence in your marketing. Use to offset bolder colours comparable to crimson and black.
  • Can be used as a name to motion button if the surrounding color is daring.
  • Use to create respiratory area in your marketing marketing campaign.

Meaning of Purple

The meaning of the color purple

Purple is luxe and stylish. It’s that in-between shade that uplifts, whereas nonetheless sustaining a way of calm. It’s additionally identified to encourage creativity!

When to use purple in your marketing

  • Purple is a superb alternative for a luxurious model to assist convey the worth of their services and products.
  • Often used with anti-aging merchandise.

Meaning of Red

The meaning of the color red

Red tones signify ardour, adrenaline, and motion. As a high-energy color, it will possibly enhance your power ranges and get your coronary heart pumping. If you need your prospects to really feel the urgency of your message, crimson is an effective color alternative.

When to use crimson in your marketing

  • As your name to motion button.
  • Use when selling a sale.
  • High-energy color (mixed with yellow) when selling to youngsters.
  • Use as an accent color in signage or show adverts once you need to draw consideration however not be too aggressive.
  • Add a splash of crimson to a component that you really want to draw consideration to, however not an excessive amount of as crimson may be overwhelming.

How to select the greatest color scheme for a web site or touchdown web page

Color usually journeys up “non-designers” once they’re attempting to determine how to implement a number of colours on a web site or touchdown web page. It can lead to confusion, doubt and, usually, poor color combos.

But right here’s the excellent news: You can simply keep away from web site design color errors. With a primary understanding of how colours relate, a design novice can create lovely color combos that catch folks’s consideration.

There are seven differing kinds of color theories, we are going to talk about the two greatest color schemes for web site design.

Analogous colours

Colors are referred to as “analogous” if they’re adjoining, or subsequent to one another, on the color wheel. Depending on what number of color segments you break the wheel into, this might be blue, inexperienced, and yellow and even three shades of anybody color.

Analogous color wheel example

This makes the color selecting course of just a little simpler. If you discover one color you want, you may rapidly determine the different two colours you must use simply by adjoining colours on the color wheel.

How to discover analogous colours

If you’re unsure how to discover analogous colours, you may use the free tool Adobe Color CC to simply determine them. Choose the analogous possibility and transfer one of the circles round the color wheel to discover the excellent color mixture.

Adobe color wheel tool to find analogous color combination

Complementary colours

If you’d like to make your web site color scheme extra attention-grabbing, contemplate a complementary color association.

Complementary colours are on reverse sides of the color wheel from one another. For occasion, blue and orange, inexperienced and crimson or purple and yellow.

Complementary color wheel example

These pairings make for lovely preparations, particularly when shifting away from the major colours. They are visually interesting and add distinction. 

How to discover complementary colours

If you’re unsure how to discover complementary colours, use the free tool Adobe Color CC to simply determine them. Choose the complementary possibility and transfer one of the circles round the color wheel to discover the excellent color mixture.

Adobe color wheel tool to find complementary color combination

Choose the greatest colours for sign-up kinds

If you need folks to full your sign-up kinds, they’ll want to discover them first. And color performs a giant position in whether or not or not guests see a type on your website.

When selecting your color combos, you can use the similar method as we mentioned for your web site. Here’s a couple of examples of how a type would look utilizing the analogous or complementary color theories.

Analogous colours

Here’s an instance of what an identical shade method utilizing three shades of inexperienced would appear like:

An example of a sign up form using three shades of green

And right here’s one other instance of an identical household utilizing shades of yellow and inexperienced:

An example of a sign up form using two shades of yellow and a green color

Complementary color

Here are some (non-primary) examples of how this might look on a signup type:

An example of a sign up form using a purple and yellow color combination
An example of a sign up form using a green and red color combination
An example of a sign up form using a blue and orange color combination

Contrasting colours

You may use contrasting colours.

When you use contrasting colours, your kinds will silently scream “Look at me!” And isn’t that the level of your kinds — to draw consideration to them so folks take an motion?

Life can be fairly boring with out distinction in it. We’d be caught in a bland world with restricted publicity to life-giving variety.

When the precept of distinction is utilized to sign-up kinds, your guests listen to what you need them to. This is highly effective, as it will possibly lead to one thing as easy, but essential, as extra folks noticing your call-to-action button and clicking on it.

There are two methods to use distinction in sign-up kinds:

1. Contrast between the type and the website itself

Make the sign-up type’s background a contrasting color from the website itself. This attracts the eye to the type naturally. Here’s an instance of what that would appear like:

An example of a landing page with a sign-up form that using a contrasting color

2. Contrast inside the type

Once you’ve got their consideration on your type, your customer ought to know precisely what they want to do subsequent: Complete the type! To make this extra probably, each the type fields and the button ought to be very noticeable. Contrast has loads to do with this.

Notice how the type under makes use of contrasting shades of black, yellow, and white to draw the eye to the type, the fields, and the button all of sudden:

Sign up form example that uses contrasting shades of black, yellow and white to draw the eye to the form

If you use complementary colours, it’s also possible to make your button and type’s backgrounds each complement and distinction towards one another. There’s no faster means to say “click here” than with color!

Choose the greatest colours for emails

The colours you use in your marketing emails ought to be chosen primarily based on the goal of the email you’re sending.

For instance:

Email e-newsletter: These varieties of emails are sometimes used to ship your subscribers common updates with information, info, or instructional content material. 

Use loads of white in these emails with only a splash of your model colours. The concept is to get your subscribers to learn the content material, so that you don’t need secondary colours drawing their consideration away. The solely exception to this precept is if you need your e-newsletter readers to click on a hyperlink in the e-newsletter, say to learn a weblog article or watch a video. In that case, use a name to motion button that may draw their consideration and make them click on.

Welcome email: This email is normally one of the first interactions a buyer could have with your model, so use your model colours to reinforce your firm’s visible identification.

Sales email: The colours used in your gross sales emails will differ relying on your provide. Follow the methods to use psychology of color in marketing we talked about above to assist information your color decisions.

Email color schemes examples

Let’s check out how some manufacturers use colours in their email efforts.


Warby Parker’s use of a pale shade of blue helps to emphasize the lighter, extra refreshing vibe they’re going for:

Email from Warby Parker using a pale shade of blue helps to emphasize the lighter, more refreshing vibe

By going with a basic, darkish blue email, Everlane goes for a extra luxurious, subtle look:

Email example from Everlane using a dark blue background to go for a luxurious look


Shades of pink are excellent for a welcome email, as they encourage friendliness. Take a take a look at this instance from Lyft:

Email example from Lyft using pink in their welcome message


Since it feels very contemporary, inexperienced is a superb color to use to promote a brand new product or characteristic. This instance from Offscreen is an ideal instance of how to create a sense of rest by utilizing a inexperienced color palette to promote a product emails:

Email from Offscreen using green colors to reflect a fresh, natural look



Yellow is a key half of the Lego model, as a result of it appeals to youngsters. Lego usually makes use of yellow as a background color for his or her merchandise, as is the case in this email.

Email example from LEGO using yellow in their branding because it appeals to children


Harry’s did a terrific job of positioning their product as basic and complex with an all-black email. By placing the name to motion button in white, they made certain the motion they need their prospects to take doesn’t get misplaced.

Pro Tip: If all black is an excessive amount of for you, go for the no-fail combo of black on white.

Email example from HARRY'S using a black background to represent that they are a classic brand


This marketing campaign from The Little White Company is a superb instance of utilizing white to  painting a relaxed, pure, clear model.

Email example from The Little White Company predominantly using white to show they are a pure and clean brand


We love how Stuart Weitzman integrated its signature purple shoebox in this deserted cart email.

Email example from Stuart Weitzman using purple gift boxes to show their brand is luxe and elegant

But what about your model?

That’s a terrific query! When it comes to making use of these ideas to an current model aesthetic, there could also be hesitation or misunderstanding on how the two can coexist.

Don’t fear if you have already got established model colours. The most advanced and easiest model color schemes can apply these ideas. How? By accepting that generally you’ll want to break away of a model color to select the proper colours.

Or, it’s possible you’ll notice {that a} new color ought to be added to your model to adapt to the means your website is rising and altering.

Picture a model as an individual. Over time, folks change. There’s nothing inherently mistaken with that. I don’t put on the similar kinds right this moment that I did 5 or 10 years in the past, however folks nonetheless know who I’m.

In the similar means, your model ought to be versatile sufficient to evolve over time. Adding a brand new color on your web site outdoors of your model requirements doc may simply start a brand new, higher period for your enterprise.

If you’d like to use new colours that work with your model colours however you’re unsure how to select them, strive the on-line color palette software, Coolors. With Coolors, you may add your model colours to a palette and the software will select colours that work with them.

Unlock the designer inside

Whether you’re struggling to get your first sign-up type created or performing your hundredth email break up check, strive utilizing some of these ideas right this moment. I hope they unlock the designer in you and assist you design lovely, high-converting web sites, kinds, and emails.

How will you use color psychology in marketing to enhance your results? Let us know in the feedback.

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