The Importance of Color in Marketing and Branding

Do you know the important role color plays when it comes to branding and marketing? When choosing your colors for branding, do you think about how they will impact the message you are trying to send to your target audience?

According to 99designs, a branding and logo design company, every color have a meaning and personality.

In today’s competitive market, you must be able to differentiate your business from that of your competitors. Understanding color psychology is very important when it comes to marketing and branding. Marketers must spend time carefully choosing the colors they use for marketing.

The Importance of Color in Marketing and Branding

Color and Persuasion

Color and persuasion go hand-in-hand. Colors to an extent influence how consumers perceive a brand. Looks mean everything when it comes to branding. Consumers can end up buying a biscuit because of its visual appearance. Colors affect how human thinks.

A wrong color choice can ruin the life of a product. This is why color is important when planning a marketing campaign.

The Psychology of Colors

How do you react when you see a blue color bar of soap? Does it move you to buy or do you prefer if it comes in white? Every color has an image and emotions it creates in the mind of consumers. Blue is often associated with peace or calmness while red is associated with alertness or warning.

The psychology of color has to do with the understanding of how colors affect human emotions and behaviors. Brands need to know color psychology to be able to make a good marketing impression on customers.

However, it is not easy to tell the effects different colors can project as experience, personal preference and culture have a role to play. When choosing a brand color, you also need to consider your target audience. Male and females have their choice of colors.

Pink is regarded as a color for ladies. So, you will hardly see any male products in pink colors. But blue is regarded as a color for both genders.

You also need to consider the age of your target audience. Yellow, red, and orange are colors that are very appealing to children and not very attractive to older groups.

The Importance of Color in Marketing and Branding

For a marketing campaign, the message is very important. But you want to make sure that the color chosen connects with your target audience and convinces them to connect with your brand.

Depending on the message you want to pass out to your target audience, using the right color for your branding and marketing can help connect your message to your target audience and drive sales.

With all these said, let’s look at the importance of color in marketing and branding.

  1. Color Helps Build a Memorable Brand

Consumers can easily recognize a brand by its colors. When you see the yellow letter M from McDonald’s, you can easily tell it’s a McDonald’s logo. This is the same feeling when you see the white letter Fon a blue background. You can easily tell that it is a Facebook logo.

Marketers must make sure that they don’t just choose a color that is relevant to their target audience, but a color that is consistent across their products.

Also, the human brain prefers recognizable brands. So, marketers must make sure they choose a color that stands out and differentiates their brand from the competitors.

  1. Color Support Sales Conversion

You can tell that when it comes to buying cars, most people choose based on colors. And the color black, red, grey, and white is the most popular colors people go for. So, studying customers and knowing the colors they popularly pick for a particular product can help maximize sales.

For this particular product, black doesn’t represent evil as we know. It represents boldness while red represents passion or excitement.

When the right color is used for a particular brand of product that resonates with customer’s emotion, the selling potential of that product increases. So, if a particular brand of product is not generating sales and you are sure the marketing is on point, maybe you should consider the color.

  1. Color Shows Off Your Brand Personality

When you sell luxury items and you use a color that is associated with luxury, customers start perceiving your brand as a luxury brand. And this registers in their mind. With this perception, you can sell your products or services at a higher price than your competitors and customers won’t see them as too expensive. A good marketing strategy for your SME right?

Psychology Effects of Colors on Marketing and Branding

Psychology Effects of Colors on Marketing and Branding

Here are some colors and what they represent in marketing and branding.

  • Yellow: Yellow is usually associated with sunlight. This triggers optimism and youthfulness in people. This is why Lipton uses it as their brand color. Yellow can be a powerful choice of color when used as a seasoning alongside a darker color.
  • Purple: In marketing, Purple represents power and royalty. It is mostly used by brands targeting women. Mostly cosmetics and beauty brands.
  • Pink: Research has shown that pink is generally associated with feminism. Brands targeting ladies use this color for their products. Top brands like Victoria’s Secret and Barbie use pink as their brand color.
  • Black: Black may signify evil, sorrow, or morning. But in marketing, black represents boldness, power, and authority. It is always used alongside any bright colors.
  • Red: Red is usually used to command attention. It is not possible for a red object to pass you and you don’t notice it. it is regarded as the color of attraction. Red represents passion and love. It also projects alertness when used with a call to action.
  • Green: What first comes to your mind when you see the color green? Trees, vegetation, nature. Green symbolizes growth, wealth, environment, and health. Green is mostly used by brands that sell health-related products.
  • Blue: Blue symbolizes calmness, trust, and peace. Blue cut across both genders. Most brands use blue as a way to tell customers that their brand can be trusted and they will have peace of mind doing business with them.


Color can make or break your branding and marketing effort. Using the right combination of colors can influence how your audience perceives and receives your marketing message.

If you’re looking to set your brand apart from your competitors, color is one important factor you must give good attention to. The right color in combination with your marketing message can trigger your target audience to have an interest in your product.

Francis Nwokike

Francis Nwokike is a Social Entrepreneur and an experienced Disaster Manager. I love discussing new business trends and marketing tips. I share ideas and tips that will help you grow your small and medium business.

Leave a Reply

Your email address will not be published. Required fields are marked *