How colors impact emotions in marketing

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    Colors can affect us in a positive way or sad. They can cause us to feel full or relaxed. These feelings stem from psychological effects influenced by biological, social, and cultural imprinting.

    It’s vital to know the psychological impact colors could have on the average person.

    Colors and emotions

    The way that different color affect your mood is dependent on the color’s brightness, shade, or tone, as well as whether it’s warm or cool tones. First, let’s look at specific effects that colors can influence how you feel.

    Warm Color

    Image source- 99designs

    The yellow, orange and red color are right next to the wheel and are all warm hues. Warm colors typically bring feelings of joy as well as optimism and energy. But, colors like red, yellow, and orange can also create an effect of attention and signal danger or force you to act (think stop signs, hazard warnings, and barriers). Red is also a way to increase the appetite of a person.

    Cool color

    Image source- 99designs

    Cool colors are blue, green, and purple. Cool colors are generally calm and relaxing, but they can also convey sadness. Purple is commonly used to inspire imagination because it combines blue (calm) and red (intense). If your company wants to promote security, beauty, or health, consider these colors.

    Happy color

    Image source- 99designs

    Happy colors are vibrant warm hues like pink, yellow, orange, and red. Pastel colors such as light pink, peach, or lilac also can boost your mood. The lighter and brighter colors, the happier and more optimistic you feel. Another method to bring joy is to mix different color primary colors and other secondary ones for a lively, vibrant impact.

    Sad colors

    Image source- 99designs

    Sad colors are those that are muted and dark. Grey is the most iconic sad hue, but darker and muted cool shades like green, blue or neutral colors like beige or brown can have similar effects on emotions and feelings based on the way they’re applied. In Western culture, black is typically thought of as an expression of grief, while in some East Asian countries, it’s white.

    Calming color         

    Cool colors such as green and blue help you relax. Pastel colors and cool-toned pastels such as baby blues, pink, and mint provide a calm and soothing impact. Neutral colors such as beige, white, and grey can also help you feel relaxed. But, of course, the fewer colors you use and the more minimalist and minimal design you choose calmer it will be.

    Energizing color         

    Image source- 99designs

    Bright, vibrant colors and neon hues can impact your emotions. Colors such as bright yellow, bright red, and neon green may feel energetic and can make your feel stimulated; however, they could also be irritable to the eyes. These hues will draw your attention and make you stand above the rest. Highly pigmented, powerful colors such as royal blue and magenta, turquoise, and emerald-green can be stimulating and leave you feeling refreshed and energetic.

    How color impacts emotion in design and marketing


    person holding remote pointing at TV

    It is an intense color because it is energetic and is associated with everything from passion and love to survival and fear.

    If used correctly, it could be a sign of strength and respect; however, it can be perceived as aggressive. It’s an excellent method to draw attention quickly. However, it should be used in moderation to avoid bringing out its negative qualities.

    Colors like red are believed to boost your blood pressure, pulse, appetite, and metabolism.


    A combination of yellow and red this color combines the best of both the strength as well as the energy and vigor of red in addition to the playful and friendliness of yellow. It’s excellent for displaying confidence, encouraging appetite, and encouraging enthusiasm with a positive outlook.


    The color of this is associated with happiness, joy, and optimism. It’s associated with confidence and optimism. However, if you utilize it frequently, it could cause self-esteem, anxiety, and anxiety problems.


    This color is linked to harmony and balance, which brings in the attributes of yellow and blue. It’s a trendy color due to the fact that it is seen in so many places throughout the world, yet it’s associated with peace, happiness, growth, income, and prosperity. In addition, green is an excellent color to help relieve stress; however, there are a few minor negative connotations, such as the over-use of possessions and materialism.


    blue and white round b logo

    It’s a great color for branding your business, as it is soothing and evokes the notion of trust, responsibility, confidence, and trustworthiness. Blue is an emotional reaction as opposed to the physical response of red. However, because it’s one of the colors that is rarely observed, if you apply excessively, it could be perceived as cold, distant, and hostile.


    Purple brings the power and energy of red, along with the stability and reliability in blue. It creates a harmonious combination of spirituality and the physical world. It is often associated with courage, luxury as well as mystery, magic, and awe. It is best to use it sparingly as it may cause confusion and a sense of introspection if employed in excess.


    If you feel that red is too intense for the message you want to convey, It is possible to consider pink since it is softer and is more soothing than stimulating. It creates a feeling of unending love, compassion, emotion, and romance. However, using excessively can indicate an inability to make a statement or maturity and could cause a lot of stress to the audience.


    Although not visually appealing, The color brown is connected to structure, protection, and security. It’s straightforward but also serious, so it’s ideal for situations where black might be too excessive. If utilized frequently, it could appear dull and reserved.


    This color is associated with the ability to control, independence, seriousness, and sophistication. These things are lovely, but when you consider the fact that it is also associated with mystery, death, and depression, it’s ideal to use it more frequently in your writing so that it is easier to read and avoid negative connotations in larger designs.


    As red is to pink The same way, gray is to black, which is a more gentle version due to the addition of white to reduce the intensity.


    This symbolizes purity, innocence, new beginnings, and simplicity. It is also associated with cleanliness, purity, and simplicity. When you do it too often could lead to the feeling of isolation and loneliness, disconnection.


    The meaning of the word varies based on the culture, but it’s usually associated with abundance, wealth in luxury, confidence, and wealth. Use it only sparingly since you could risk being perceived as amoral and self-centered if you take it excessively.

    Be aware that there are cultural variations in the meanings and feelings of the color. Therefore, it’s not necessary to target the national market; however, for companies with a global presence, this kind of consideration should be considered for any branding or marketing-related activities.

    What colors are you using in your branding?

    The colors of your brand should be chosen based on several aspects, such as:

    • The industry you work in – certain colors are more effective based on the type of market you’re operating in. For example, red and orange are great for restaurants since they encourage appetites. On the other hand, green is great in healthy, natural, or financial fields due to the connection to the natural world and with money.
    • Your image – Do you wish to be perceived as a laid, relaxed firm? Or do you want to be perceived as a reputable modern, sophisticated company? The image you intend to convey to potential customers can be influenced by the colors you choose to associate with your brand.
    • You’re Customer – are they mostly men? Women? Mixed? An older or younger demographic? Based on the information above, If you’re dealing with an older group, it’s best to steer clear of employing yellow or orange. If all women are present, opt for tinted colors. If most men are wearing a suit, choose pure or shaded shades. If it’s a mix between females and males and you’re trying to find a balance between both.


    Some colors are successful because they increase the sense of urgency, while others are effective because they ease anxiety. Some colors trigger memories of security. Others invoke excitement and risk.

    It is crucial to ensure the colors you select with the brand’s image. Don’t go against your brand’s image when choosing a color.

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