“There’s a reason we don’t see the world in black and white.” -Design and Marketing-

The Influence of Color: How Color Affects Consumer Behavior in Design and Marketing

Colour psychology deals with human behaviour and emotions and is increasingly important in design and marketing. Designers implement colour psychology to craft efficient and influential designs.

Understanding how colours affect human behaviour and emotions is a captivating aspect of colour psychology. In design and marketing, it’s crucial to be familiar with the meanings and effects of different colours. By understanding how colours can influence the emotions and actions of users, designers can create designs that are more effective and persuasive. For example, in a marketing campaign, a designer may choose to use the colour red to create a sense of excitement and urgency, encouraging users to act and make a purchase. Similarly, a designer may choose to use the colour blue to create a sense of calmness and trust, which can be beneficial for financial or professional services. Colour theory can also be used to increase conversion rates. By using colours that evoke specific feelings, designers can persuade users to take desired actions, such as signing up for a mailing list or making a purchase


Red is a bold and powerful colour in design and marketing that evokes a range of emotions. This color often associated with energy, passion, and excitement. It is a warm colour that is associated with the fire element and can be associated with the heart, love, and desire. Seeing red can evoke feelings of anger, aggression, and danger, which is why it is often used as a warning colour, like in stop signs and traffic lights. It can also induce feelings of love and desire, which is why it is often used in Valentine’s Day decorations and romantic settings. Red is also known to stimulate the senses and raise the heart rate and blood pressure.


Orange is a warm and vibrant colour and is considered to be a combination of the energy and excitement of red and the happiness and cheerfulness of yellow. This color often associated with warmth, positivity, and optimism. It is a colour that is associated with the sun and can evoke feelings of joy, enthusiasm, and creativity. In design, orange can be used to create a sense of warmth and friendliness, making it a great colour to use in branding and logos for companies that want to project an image of approachability and cheerfulness. Orange is also associated with playfulness, creativity, and innovation. This is why it’s often used in children’s products and toys, and product packaging for food, snacks and other items.


Yellow is often associated with joy, happiness, and positivity. It is also associated with the sun, warmth, and energy. In design, yellow can be used to create a sense of optimism and inspiration. It’s often used in advertising, marketing and branding campaigns to create a sense of energy and excitement. In the design, to evoke feelings of playfulness and curiosity. Because of its association with caution and warning, it’s used in safety signs and warning labels. Yellow is also associated with high visibility and clarity, which is why it’s often used in traffic signs and emergency vehicles. This is also why it is often used in construction sites, traffic cones and other safety gear.


Green is a soothing colour that is widely associated with nature, ecology, and renewing energy. It’s a colour that evokes feelings of peace, tranquillity, and balance. It’s linked with growth, renewal, and harmony. In design, green can be used to create a sense of serenity and tranquillity. It’s often used in designs related to nature, ecology, and the environment. It’s also a great colour for designs related to health, wellness, and self-care. In marketing and branding, green is frequently used to convey a sense of responsibility, sustainability, and being environmentally friendly.


Blue is a popular choice for many corporate brands, as it symbolizes trust, reliability, and professionalism. It’s also associated with intelligence, wisdom, and stability. As a cool colour, it evokes feelings of calmness and poise, making it a great choice for designs related to healthcare, finance, and technology. This makes it a popular choice for corporate brands and businesses that want to convey a sense of trust and reliability to their customers. When highly saturated, blue can also evoke feelings of freshness and new beginnings, making it a versatile colour to use in different design and marketing contexts. For example, a corporate website might use a blue colour scheme to convey trust, professionalism and reliability to its clients, while a travel website can use the same colour to evoke feelings of freshness and new beginnings.


Purple is a unique colour and historically, it has been associated with royalty, luxury, and wealth. It’s often allied with power, nobility, luxury, and ambition. It’s also said to represent creativity and spirituality. In marketing and branding, purple can be used to convey a sense of exclusivity and luxury. The combination of red and blue in purple also evokes a balance between passion and stability.


Black is associated with sophistication, elegance, and timelessness and symbolizes power, formality, and mystery. In design, black can be used to create a sense of elegance and sophistication. It’s often used in high-end fashion and luxury design, as well as for designs related to technology and modernity. Black can also be used to create a sense of mystery and drama, making it a great choice for designs related to the occult and supernatural. In Western cultures, black is often associated with evil and death, creating a sense of fear and danger. While in the East, black is associated with strength, power, and wisdom, creating a sense of protection and stability.


White is a popular colour choice for modern, minimalist websites, as it can help to increase readability and pairs well with any other colour. The use of white space can also create a feeling of cleanliness, simplicity and light. White is often connected with purity, innocence, and simplicity. It’s a great choice for website designs that want to convey a sense of cleanliness, simplicity, and elegance. The use of white space on a website can also create a sense of balance and hierarchy. It can create contrast between different elements of the website, making it easier for users to find important information and navigate the site.

Factors to Keep in Mind When Applying Color Psychology

It’s important in design and marketing to keep in mind that a user’s perception of colour can vary based on factors such as age, gender, culture, and even religious beliefs. This means that the same colour can have different effects on people depending on their demographic and geographical background as well as experiences. For example, while white is often associated with purity and positivity in the United States and Western Europe, it is commonly associated with death and sadness in some Asian cultures. When it comes to colour psychology, it’s essential to understand your target audience and their preferences.

This can be done by conducting user research, asking the right questions, and gathering data that can inform your design decisions. While colour psychology is a complex subject, understanding it can greatly benefit your design and marketing efforts. By considering the psychological effects of colour, you can create a website and ultimately entire marketing strategy of your brand that effectively communicates your message and resonates with your target audience.


Colour psychology is a complex and multi-disciplinary field, and research suggests that the effects of colour may vary depending on factors such as culture, personal experiences, and context. A designer and marketing person should take into consideration the diverse range of emotions and behaviours induced by the visible spectrum of light.

About the Author

After being a scientist for over a decade, Fraz now follows his passion for design and visual storytelling. Besides web design and development, Fraz loves to spend time with his camera outdoor. In addition he writes about education, photography, travel and technology. He can be reached for any web design, photography or content creation work at fraz@avotal.com or via LinkedIn

Tags :

Leave a Reply

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

A creative design studio with you in mind