Color has more meaning than its appeal to our eyes. Choosing the correct colors in advertisements, store decorations and other marketing decisions can be a difficult process. Every color has the potential to spark an idea, a perception or meaning in a consumer, which is why choosing the correct color can significantly impact your brand’s marketing and image.


According to Color Psychology, choosing the correct color can increase brand recognition by 80% and increase visual appearance by 93%. On top of that, 85% of consumers buy a product because of the color. These statistics further prove the importance of color choice. It is crucial to analyze how your color choices impact the buying behavior of your consumers. When considering a change in color, it is important to know that even a slight change in color can drastically change sales (for better or worse).


Understanding the how and why of colors is a more complicated process than it sounds. As Color Marketing notes, “color appeals to our most basic animal instincts [and] conveys powerful messages without saying a word.” It is important to understand that color does not have a universal meaning. If your company currently markets to countries worldwide or plans to do so in the future, it is crucial to research the meaning and impact of your color choices in each culture.


What does my company’s color choice say about our brand?


Below is a list of colors and their marketing meanings and implications according to Color Psychology. It is important to remember that these meanings and implications reflect American perceptions. If your company markets to individuals worldwide, additional research is needed to accurately chose colors.


  • Red evokes strong emotions like love, intensity and appetite. Marketers generally use this color to influence impulse purchases in retail stores or increase hunger in restaurants.
  • Yellow encourages openness and optimism. Slight usage of yellow can attract attention to your company and create a youthful image.
  • Blue presents a calm, yet productive feeling to consumers. It can also create a sense of confidence. Many financial institutions use blue for this very reason.
  • Orange is perceived as enthusiasm, excitement and confidence. Marketers can use orange to signify aggression, influence impulse decisions or signal value.
  • Green demonstrates health, tranquility and nature. Marketers chose the color green to signify a wealthy or eco-friendly environment.
  • Purple is perceived as royal and wise. Luxury and cosmetic markets typically use purple to demonstrate wealth and wisdom.
  • Black demonstrates power and sophistication. Companies that focus on cutting-edge, novel products typically use black in their marketing materials.
  • White evokes strong feelings of cleanliness and safety. Marketers typically use white when they want contrast.


Your choice in colors can say just as much about your company as words. Be sure to select colors that send the right message to your target markets.


Creative Spot is a full-service marketing and advertising agency in Columbus, Ohio. If you would like to learn more about how we can help your organization with advertising strategies, please contact us.