The impact of colour psychology in digital marketing

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Color psychology is the science of how color affects human behavior. Color psychology is a branch of the broader field of behavioral psychology. Suffice it to say that it’s a pretty complicated area. Some skeptics are even dismissive of the whole field of color psychology, due to the difficulty of testing theories. But that alone is no reason to dismiss the profound and unarguable effect that color has on people.

There is one inarguable point: colours have no intrinsic meaning – meaning is based on personal experience, associations, context and culture (for example red is associated with luck in China).

Colour can indeed influence a person. However, it is important to remember that these effects differ between people. Factors such as gender, age, and culture can influence how an individual perceives colour.

To succeed at using the right color psychology, you need to follow these core principles:

  • The right way
  • The right time
  • The right audience
  • The right purpose

Here is what the colours indicate:

Colour Positives Negatives
Red Strength, Warmth, passion, desire, love, energy, intensity, urgency. Violence, aggression, defiance, strain
Blue Efficiency, trustworthy, intellectual, security, calm, serenity, wisdom, focus, loyal, dependability. Unfriendliness, coldness, lack of emotion.
Orange Warmth, security, enthusiasm, stimulation, fun, creativity, change, youthful. Aggression, frustration, immaturity, cheapness.
Yellow Laughter, Optimism, emotion, hope, energy. Fear, irrationality, depression.
Green Environment, growth, balance, wealth, harmony, peace, fertility, money, rest, universal love. Envy, calm, boredom, blandness.
Purple Luxury, royalty, wisdom, vision, truth, dignity, spirituality, mystery. Inferiority, introversion.
Pink Femininity, friendship, love, sexuality, gentle. Physical weakness, emotional claustrophobia, agitation.
Black Classiness, power, glamour, sophisticated, security, emotional safety, professional, credible, trendy. Evil, death, coldness, menace.
White Clarity, serenity, truth, innocence, purity, hygiene, neutrality. Barriers, coldness, elitism.
Grey Scientific, strength, power, security. Lack of confidence, depression, cold.

So using the right colours at the right place can make a whole lot of difference. “People make up their minds within 90 seconds of their initial interactions with either people or products. About 62‐90 percent of the assessment is based on colors alone” – Satyendra Singh 

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