Color Psychology: The Business of Better Marketing

Making small businesses stand out is key when it comes to competing with other forces in the industry.  Implementing color psychology can propel businesses to a new level of success.  Color rules the world, influencing emotions, opinions, and reactions.  Certain colors can impact consumer decisions; in fact, color influences between 62% and 90% of purchasing choices. 

Color can enhance a business’s products and mission, while also boosting customer loyalty.  Depending on the product, different colors can impart associations that prompt consumers to purchase the item.  Red is a popular color in marketing for its ability to inspire action and urgency in consumers.  Businesses can implement purple to connote luxury and power, making this color effective for selling luxury items.  These are only two examples; when you consider the vast assortment of options, there are countless roads to take in color marketing. 

Knowing the target audience is also key.  Purple is one of the top colors for women, but often resides at the bottom for men.  Whether or not a business uses purple can depend on the gender of the audience.  

Colors can also emphasize key product traits.  Consumers associate green with eco-friendly products, so it can be useful in highlighting a business’s environmental programs.  Red is popular for restaurants, as the color stimulates hunger.  Use color associations to impart subtle messages on consumers that will inspire them to purchase certain products. 

The possibilities for the use of color psychology in business are endless and can help businesses get a leg up in a competitive market.

Learn about the psychology of color in marketing, what color does to the brain, and colors that maximize your marketing value
Adam Hansen

Adam is a part time journalist, entrepreneur, investor and father.