The Psychology of Colors in Marketing

colors-speakMarket researchers love to talk colors and how they affect consumers. While the affects may differ with different cultures, in North America, research has found the following:

Red – Excitement, strength, sex, passion, speed and danger.

Blue – trust, reliability, belonging, coolness.

Yellow – Warmth, sunshine, cheer, happiness.

Orange – playfulness, warmth, vibrant.

– nature, fresh, cool, growth, abundance.

Purple – royal, spirituality, dignity.

White – pure, virginal, clean, youthful, mild.

Black – prestige, expensive

– prestige, cold, scientific

Gold – wealth, prosperity, valuable, traditional

By the way, blue is listed as the most popular color.

Market researchers have also determined that color affects shopping habits. Impulse shoppers respond best to red-orange, black and royal blue. Shoppers who plan and stick to budgets respond best to pink, teal, light blue and navy. Traditionalists respond to pastels – pink, rose, sky blue.

If you cater to foreign business, be aware of the different cultural meanings behind colors:

White is the color of death in Chinese culture, but purple represents death in Brazil. Yellow is sacred to the Chinese, but signified sadness in Greece and jealousy in France. In North America, green is typically associated with jealousy. People from tropical countries respond most favorably to warm colors, people from northern climates prefer the cooler colors.

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