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The psychology of colors in digital marketing

Color psychology is the study of how colors affect perceptions and behaviors. In marketing and branding, color psychology is focused on how colors impact consumers impressions of a brand and whether or not they persuade consumers to consider specific brands or make a purchase.

The right palette can convey deep meaning about your values and elicit specific behaviors. By understanding how each color affects the mind and the emotions it stirs up, you can create a more effective brand.

It’s important to remember that this is a nuanced and complex field that requires careful thought.

The color psychology of red

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Red is a very powerful, dynamic color that reflects our physical needs whether to show affection and love, or to portray terror, fear, and survival. Red is also a very energizing color that can portray friendliness and strength, but can also be demanding and show aggression depending on its context.

The color psychology of white

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White is color that is complete and pure, making it a perfect example of purity, innocence, cleanliness, and peace. White can also represent new beginnings, providing a blank slate, and gives refreshment for new ideas. White is a great color for simplicity, cleanliness, and idea creation; however, avoid using too much white as it can cause isolation, loneliness, and emptiness.

The color psychology of black

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Black is a color of sophistication, seriousness, control, and independence. Although, it can also be used to show evil, mystery, depression, and even death. Black is a very reserved color that completely lacks any light as its an absence of all the colors. It likes to stay hidden, in control, and separate from others. For this reason, black is a great color for high contrast and easy legibility.

The color psychology of yellow

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Yellow is the epitome of joy, happiness, cheerfulness and optimism. Anything happy is almost always yellow. The wavelength of yellow is particularly long, making it have one of the most powerful psychological meanings, while also being the easiest color to visibly see. Whenever you need to lift someone’s spirits, increase their confidence, or provide inspiration, use yellow.

The color psychology of green

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Green is a color of balance and harmony. It lends us a clearer sense of right from wrong since green incorporates a balance of both the logical and emotional. Green is one of the most seen colors in nature reflecting life, rest, and peace. It is also a sign of growth, whether that’s in a physical object like plants or in our income and wealth.

The color psychology of blue

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Blue is known for its trust and dependability. It’s reliable, responsible, and mentally soothing. For that reason alone, it’s one of the most liked colors across the entire world. Unlike red, blue lends a more mental reaction rather than physical that allows us to destress, calm down, and think of the most ideal situation. Unfortunately, it also is one of the last colors to be seen, and can be perceived as distant, cold, or unfriendly if used it great amounts.

The color psychology of purple

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Purple is most commonly known for its imagination and spirituality. It possesses the energy and power of red, with the stability and reliability of blue, making it a perfect balance between the physical and spiritual. Purple is often used to show luxury, loyalty, courage, mystery, and magic.

The color psychology of brown

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Brown, while maybe not the most visual stimulating color, is a great sign of structure, security, and protection. Whether it’s family, friends, and material possessions, brown offers constant support. It’s also a very serious, down to earth color you can use where black might be too intense.

The color psychology of orange

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Orange has a very interesting psychological meaning as it combines red’s power and energy with yellow’s friendliness and fun. The mix makes orange a good representation of physical comfort in our warmth, food, and shelter. Orange is also known to be a color of motivation, lends a positive attitude, and general enthusiasm for life.

Conclusion

While many niches have common colors used, such as blue for health care, you don’t always have to follow the rules. Consider choosing colors that represent what you want your brand to be about or what you want your customers to feel when browsing your website or online store.

References - CoSchedule

The psychology of colors in digital marketing
Color psychology is the study of how colors affect perceptions and behaviors. In marketing and branding, color psychology is focused on how colors impact consumers impressions of a brand and whether or not they persuade consumers to consider specific brands or make a purchase.

The right palette can convey deep meaning about your values and elicit specific behaviors. By understanding how each color affects the mind and the emotions it stirs up, you can create a more effective brand.

It’s important to remember that this is a nuanced and complex field that requires careful thought.

The color psychology of red

Image
Red is a very powerful, dynamic color that reflects our physical needs whether to show affection and love, or to portray terror, fear, and survival. Red is also a very energizing color that can portray friendliness and strength, but can also be demanding and show aggression depending on its context.

The color psychology of white

Image
White is color that is complete and pure, making it a perfect example of purity, innocence, cleanliness, and peace. White can also represent new beginnings, providing a blank slate, and gives refreshment for new ideas. White is a great color for simplicity, cleanliness, and idea creation; however, avoid using too much white as it can cause isolation, loneliness, and emptiness.

The color psychology of black

Image
Black is a color of sophistication, seriousness, control, and independence. Although, it can also be used to show evil, mystery, depression, and even death. Black is a very reserved color that completely lacks any light as its an absence of all the colors. It likes to stay hidden, in control, and separate from others. For this reason, black is a great color for high contrast and easy legibility.

The color psychology of yellow

Image
Yellow is the epitome of joy, happiness, cheerfulness and optimism. Anything happy is almost always yellow. The wavelength of yellow is particularly long, making it have one of the most powerful psychological meanings, while also being the easiest color to visibly see. Whenever you need to lift someone’s spirits, increase their confidence, or provide inspiration, use yellow.

The color psychology of green

Image
Green is a color of balance and harmony. It lends us a clearer sense of right from wrong since green incorporates a balance of both the logical and emotional. Green is one of the most seen colors in nature reflecting life, rest, and peace. It is also a sign of growth, whether that’s in a physical object like plants or in our income and wealth.

The color psychology of blue

Image
Blue is known for its trust and dependability. It’s reliable, responsible, and mentally soothing. For that reason alone, it’s one of the most liked colors across the entire world. Unlike red, blue lends a more mental reaction rather than physical that allows us to destress, calm down, and think of the most ideal situation. Unfortunately, it also is one of the last colors to be seen, and can be perceived as distant, cold, or unfriendly if used it great amounts.

The color psychology of purple

Image
Purple is most commonly known for its imagination and spirituality. It possesses the energy and power of red, with the stability and reliability of blue, making it a perfect balance between the physical and spiritual. Purple is often used to show luxury, loyalty, courage, mystery, and magic.

The color psychology of brown

Image
Brown, while maybe not the most visual stimulating color, is a great sign of structure, security, and protection. Whether it’s family, friends, and material possessions, brown offers constant support. It’s also a very serious, down to earth color you can use where black might be too intense.

The color psychology of orange

Image
Orange has a very interesting psychological meaning as it combines red’s power and energy with yellow’s friendliness and fun. The mix makes orange a good representation of physical comfort in our warmth, food, and shelter. Orange is also known to be a color of motivation, lends a positive attitude, and general enthusiasm for life.

Conclusion

While many niches have common colors used, such as blue for health care, you don’t always have to follow the rules. Consider choosing colors that represent what you want your brand to be about or what you want your customers to feel when browsing your website or online store.

References - CoSchedule

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