The Psychology of Colors in Marketing – Part 2

Psychology of Colors

In the previous blog, we told you what each color symbolizes so that you can choose the right ones for your brand according to what you wish to portray to your consumers. Now we would further like to tell you how colors impact one’s emotions, how they affect gender and how well are brands using the psychology of colors.

How do people connect with colors?

Every color makes people feel different and this is how people generally connect with colors.

TRUST – Most choose the color blue (34%), followed by white (21%) and green (11%)

SECURITY – Blue is on top (28%), followed by black (16%) and green (12%)

SPEED – Red turns out to be the favorite (76%)

CHEAPNESS – Orange comes first (26%), followed by yellow (22%) and brown (13%)

HIGH QUALITY – Black is clearly a winner (43%), followed by blue (20%)

HIGH TECH – This is evenly split between black as first (26%) and blue and gray second (both 23%)

RELIABILITY – Blue tops the choice (43%), followed by black (24%)

COURAGE – Most choose purple (29%), followed by red (28%), and finally blue (22%)

FEAR/TERROR – Red comes first (41%) followed by black (38%)

FUN – Orange is the top choice (28%), followed closely by yellow (26%) and then purple (17%).

Clearly, blue is a color to which people are positively drawn and it is also the most popular color for company logo.



 Preference of Colors according to Gender

Men and women have different color preferences and react to colors differently.

Men’s and women’s favorite colors:


Men’s and women’s least favorite colors:



Studies on color perception and preferences show that when it comes to shades, tints, and hues, men generally prefer bold colors while women prefer softer colors. Also, women are more receptive to tints of colors (colors with white added) whereas men are more likely to select shades of colors as their favorite (colors with black added).

How Are Major Brands Using Colors?

Picking a color majorly depends on the brands target audience, industry and what a brand wants to portray. 95% of brands use only one or two colors in their logo and 5% use more than two colors.

For instance, McDonald’s chooses colors full of energy like red and yellow which appeal to children, kindle appetites, and create a sense of urgency. This facilitates faster customer turnover. Yellow also reflects positivity. Colors like these are very frequently used by fast-food chains.

Green is color that reflects trust and security with an emphasis on relaxation too. Starbucks is the only major global brand to use green as its primary color. Using green reflects that Starbucks promote a sense of relaxation and invites customers to come in for a coffee break. Also, the use of mermaid in the logo symbolizes nature which adds more to the meaning.

Have a look at how big brands are nailing it!


Hope you incorporate colors well now.

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