Colours In Marketing – Importance And Meaning


Capturing the attention of Internet users, astonishing those who walk in front of the store window or ensuring that the brand remains in customers’ memory are some objectives that can be achieved by using colours appropriately in marketing. Colour is essential to the brand as it is considered a key component of customers’ first impressions.

Different shades convey different emotions, feelings, and experiences. In addition, colour is the key to the company’s identity, much more important than other components of the logo on a visual level.

In marketing, the psychology of colour plays an essential role in the art of persuasion. Each shade has its meaning and the potential to spark consumer action. Colour is a very effective non-verbal communication tool used by marketers to help evoke an emotion.

Importance Of Colour For The Brand

Some tones attract attention before others and those who know how to use colours in marketing take advantage of them to be identified first. One of the clues that help you remember what they are is to see which ones are used in safety signs: yellow and red in the background, with symbols or fonts in black or white. If you think about some famous brands, you will see that they have taken advantage of this quality (impossible to try to separate the image of Coca Cola from its impressive logo. The same happens with McDonald’s).

Since yellow is the most visible of all colours, it is the first colour that the human eye notices. It can be used to attract attention, although perhaps what interests a company reveals other attributes.

Green is still the colour of money, but today it is just as often the colour of green companies, causes and products. Companies like Starbucks, Whole Foods, and Land Rover use green to imply a natural or outdoor orientation.

What Do Colours Mean In Marketing?

Different colours in marketing are used for various purposes. Some of the most common are:

  • Red – Red represents passion, excitement, and anger.
  • Orange: orange is synonymous with joy, vitality and kindness.
  • Yellow – Yellow evokes happiness, youth and optimism, but it can also indicate an attractive or affordable product.

Colour plays a vital role in the world we live in. Colours in marketing have to be considered as they can influence thinking, change actions and provoke reactions. They can whet your appetite, inspire, or make your heartbeat go up. It is a compelling form of communication that allows you to achieve goals if you learn to use it.

Also Read: Customer Service As An Ally Of Your Marketing Strategy

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