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Marketing Psychology at Work in Color
By: Bernard Harrell
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Marketing was established from the belief that advertising generates sales. This has developed into branding, which is what makes customers feel connected to what they buy. There are several ways this can occur: commercials, TV/movie placements, billboards, etc.

One of the most intimate ways marketing is done is with colors. Specific colors are used when companies are interested in triggering certain reactions from the consumer. entrepreneur.com has an outline that describes what many of these colors do.

There is a myth that says “the color red makes you hungry.” This is usually described when discussing McDonald’s. Others think the color represents boldness.

Green is usually synonymous with health and organic products. This may be an example of companies comparing their products to vegetables or nature. This trick makes it easier for the health-conscious consumer to notice and relate to the product.

The colors white/grey are considered colors that provoke neutrality and calmness. Sometimes this simple approach is used for powerful products, like the iPhone. Ironically, items like the iPhone tend to cause mass excitement. Colorful logos like those of Google and eBay are said to express diversity. 

As humans, we have an innate connection to colors. Therefore, when we see something in a color pattern, it affects us on an unconscious level. It’s a good idea to make color a big part of your branding decisions. Consider the feelings you have next time you look at the sky or the American Flag.


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About the Author
Bernard Harrell is an aspiring entrepreneur. He believes in the power of simplicity, and that the smallest idea, or person, can change the world.
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