The Color of Marketing

Colors have several meanings, depending on the context in which they are used. We associate various events and emotions with colors based on our experiences, which is why they have different meanings in different cultures. Below is a list of the most common meanings of color.

[Note: There's always somebody who will argue that black and white technically aren't colors, but for the sake of this discussion, if it's in the crayon box, it's a color.]

Black - Black is a serious color that has a large effect on emotions. Black can mean power/authority. It is also associated with evil or mourning.

Blue - Blue is a soothing color. It is easier to think clearly around blue. Don't overuse it though, because too much can have a depressing effect. Because blue is not commonly found in nature, it shouldn't be used for food marketing.

Brown - Brown symbolizes nature, and is associated with a feeling of reliability.

Gray - Gray adds stability to ads, websites, etc. It is a safe, neutral color. Avoid using too much gray, because it can be depressing and feel empty.

Green - Green is calm and refreshing. Green represents nature and life. In modern use, it implies a product is "eco-friendly." Green is the easiest on the eyes, which means it may increase the amount of time a website or advertisement is viewed.

Orange - Orange is a happy and energetic color. Orange can be used to show that a product is different than others.

Purple - Traditionally, purple was used to symbolize royalty because it is rarely found in nature, and therefore more special. Because of its rareness in nature, purple also implies that something is artificial. For this reason, purple is not good for food products or health products.

Red - Red has the strongest effect on emotions, so use it carefully. Red can increase anxiety, and it has even been said to increase a person's heart rate. You wouldn't want your customers to get anxious about doing business with you, so use it sparingly. However, light red (pink), is known as one of the most soothing colors. It has been used successfully in prisons to decrease behavioral problems.

White - White can represent things that are clean and pure. There is feeling of safety around white. This stems from the safety we associate with well-lit places, as opposed to dark alleys.

Yellow - Yellow is a happy color, and is useful in getting attention. Yellow is hard on the eyes, and can easily become overwhelming. It can cause emotional agitation. However, when used in moderate proportions, it can increase focus.

Colors can mean many things to many people, but this list can serve as a generic reference to get you started.

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