Color Psychology and Customers

In marketing, color psychology and customers are strong indicators of how brands connect with people. Colors have the ability to shift our moods, tell a story, create an experience and even change the way we feel. Part of branding encompasses the meticulous research of which colors best suit brands based on industry as well as what emotions they want to convey to the audience. 

As brands, it can be confusing which colors best suits your message and image. So we’ve broken it down for you here: 

So what feeling do you get from seeing this color? 
The color blue is a calming color that promotes communications, dependability, and trust. 

What about this color? How do you feel about seeing this? 
It’s a color that’s refreshing, natural, clean or even healthy. 
Do you ever notice that brands in the health industry tend to use this color?

It a neutral color that shows simplicity and gives off a youthful and economical effect or even being peaceful. 

Black is a sinister color that is powerful, serious, and a classic choice of sophistication. This color works well for high-end luxury products but beware it can also make the product be perceived as heavy. 

Red taps into increasing the heart rate causing you to breathe more quickly. This response makes the color energetic, provocative, and grabs your attention. Using red can evoke passion but it can also represent danger or anger. 

Different intensities of pink convey different meanings. If you want to show energy, youthfulness, fun or excitement hot pink is the way to go. Hot pink is a favorite for trendy products for women and girls. It is suggested for less expensive items as well. A dusty pink can appear to be sentimental while lighter pinks are romantic. 

Yellow is the color of positivity, happiness, light, optimism, and warmth. Certain intensities of yellow can promote creative thought and warmth. This eye-catching color is one that the eye sees before any other color so they are great to use for point-of-purchase displays. 

Invites exuberance, cheer, vitality, fun, and a childlike energy. Light shades can be attractive to an upscale market while peach tones work great with restaurants, beauty, and healthcare organizations. 

This earth tone color evokes stability, simplicity, and durability. Or it can create a negative response to your audience who might view it as dirty. If you’re looking to use this color for an upscale look terracotta is the way to go. Brown is also great at concealing dirt so it’s a good color for trucking and industrial companies. 

This is a favorite for brands that are creative. It represents royalty, mystery, sophistication, and spirituality. On the other hand, lavender creates nostalgia and sentimentality.