The Psychology Behind Colors in Marketing

Color theory as applied to marketing has long been a controversial subject. While many marketing executives can attest to its practical uses, it’s considered at best an inexact science.

Still, the discussion on how colors influence people’s purchasing behavior deserves utmost consideration. The results of numerous studies aren’t cut-and-dried, but they do suggest a pattern that marketers can find useful in their marketing and branding efforts.

The Science Behind Color Theory

One such study concludes that 87% of our sensory perception comes to us through color. What this proves is that color has a strong psychological impact on how we perceive or interpret the stimuli around us. Given the role of perception in consumer behavior, it comes as no surprise that marketing executives continue to use color theory in their efforts to persuade people to buy their products and services.

There’s no telling for sure how each person will respond to a particular color since color interpretation is largely dependent on personal experiences, cultural stereotypes, and other sociological considerations.

Color Stereotypes and Associations Matter

However, it can’t be denied that each color on the color spectrum produces the same effect on a large majority of the human population. Whether these effects are “innate” or brought on by culture is a different discussion altogether.

For example, all of us have been trained to think “stop” when we see red and “go!” when we see the color green. Most parents pick blue over pink when dressing up their sons. When we see green we also can’t help thinking about the environment.

Image Credit: The Logo Company

As mentioned earlier, the effects of colors on mood aren’t always clear-cut. For instance, others think of death when they see black but for some, it represents power and authority. When looking at the tan color, one may think “warm and cozy” while another thinks “boring and drab.”

Recognizability is everything

According to multiple studies, the human brain is more likely to respond to brands that are recognizable. Marketers worth their salt know this, which is why their branding efforts are focused on homing in on an “identity or an idea.” By making the brand recognizable, people are more likely to purchase their products. Brand marketing involves many elements, including the logo, fonts,, design motifs, company culture, and more. All these require attention, but if you want to really stick the landing in your brand marketing efforts, you have to decide on the color motif wisely.

To increase recognizability, a brand’s elements should inspire a mood or feeling. How can a marketer pull this off? By using color, of course. And this is important: you have to use more than one.

When applying color theory in marketing, it’s imperative that you use the power of contrasts to your advantage. Why? Because a color scheme is more than the sum of its individual colors.

Rules on Color Schemes

Color theory experts in the marketing industry decide on a color scheme by taking into account three major components: background color, base color, and accent color. For maximum effect, these components are used according to the 60-30-10 rule.

Accent colors (10%) are usually used for call-to-action purposes and are usually vibrant in order to draw the eye of the consumer. White or grey (and other neutral colors) is more often used for the background (60%) to convey spaciousness and breathability. By general rule of thumb, the base color (30%) should provide a stark contrast to the accent color so that the distinction between elements becomes clearer.

McDonald’s Secret Weapon

Perhaps the best example is Mcdonald's red and yellow scheme. What are the two colors that come to mind when you’re craving McDonald’s, French Fries? Exactly.

Karen Heller, an expert in applied color psychology, explains in great detail why most fast food restaurants use red and yellow as their color scheme.

“The feelings, the mood this combination of colors emits is perfect for their target market.

Looking at the positive psychology qualities of red & yellow in relation to the fast food industry, red triggers stimulation, appetite, hunger, it attracts attention.  Yellow triggers the feelings of happiness and friendliness.

“When you combine red and yellow it’s about speed, quickness.  In, eat and out again.

Yellow is also the most visible color in daylight, which is why the McDonald’s M can be seen from a far distance.”

Key Takeaway

To make the most out of color psychology in your marketing efforts, the best course of action is to use colors, and the combination thereof, to convey the “personality” of your brand. After all, a brand has to elicit strong activity in the brains of consumers for it to have a lasting impact.

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