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The psychology of color in planning marketing strategies

It is a known fact that colors can trigger different psychological effects on a person. This is why big brands are always conscious of their color theme, as they aim to generate a positive response via color marketing.

Color psychology is an important field that marketers and brand managers should be familiar with. The field focuses mainly on the buyer's response to a brand after looking at their branding.

According to research, it was discovered that, in almost 90 percent of the cases, consumers' responses towards a brand are based on how effectively they utilize the color theme.

However, the individual impact of a color can be hindered by factors such as cultural differences, personal experiences, and the idea behind the theme. This is why it is not necessary that colors have the same effect on everyone.


To give a better idea of which color has what impact on someone's psychology, the marketing group at LuxurySoCalRealty shared an infographic highlighting the effect of different colors.

Starting off with red, the data shows that it is one of the most common colors used by brands. Since it can be seen from far away, the shade easily gets attention and triggers emotions such as courage or boldness.

Green, as the color of nature, is also very popular with customers. It stimulates the emotions of nature-friendliness, growth, and health. It is believed that this hue promotes calmness, which is why it is often used in customer care situations.

If a brand wants to show loyalty, they should go with blue. Blue brings up characteristics such as trust, loyalty, and peace. Ford, one of the oldest running businesses, uses this theme.

Everyone's favorite color, black, has its own set of characteristics. It highlights authority, strength, and power. The color shows luxury; however, it is one of the trickiest colors and is difficult to carry. But those who know how to use it are doing well.

While black shows strength, white, on the other hand, suggests purity and innocence. It is mostly used in real estate as it makes the room appear much larger.

To promote happiness, yellow is the go-to color for many brands. However, according to some sources, it can do the opposite as well. Whereas purple poses luxury and wisdom along with authority.

Once a brand is familiar with how well they can utilize these shades, they can easily create strategies that can have a strong impact on their consumers. This is why it is important to be familiar with how psychology is affected by colors.


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