Hues and Emotions: The Use of Colors in Marketing

The average American is exposed to 4,000-10,000 ads per day. Whether it’s glancing at billboards as they drive or seeing an advertisement on TV or a social media platform, consumers are bound to see a lot of what businesses want to show them. 

Whether they know it or not, a lot of work has gone into all that marketing! None of it is left to chance – every single piece is deliberately designed to catch and hold your attention for as long as possible. From the way the collateral is worded, down to the specific typefaces used, there’s always reasoning behind the choices made. One of the most important elements consumers might not think about is color – fortunately, that’s what this week’s blog is about! Keep reading for more information on what colors are useful for different marketing goals and how you can incorporate color strategy into successful marketing for your business. 


Colors and Emotions

The first step to successfully using colors in marketing is understanding that specific colors can evoke specific emotions. By knowing which colors correspond to which emotions, it’s easier to make graphics, logos, and other collateral that align best with the action you want your customer to take. 


Red: Red is often used to convey a sense of urgency or depict something in an exciting and bold manner. This color encourages appetite and evokes ambition and excitement. A few examples of brands using red are Coca-Cola, Lego, and Nintendo. 

Orange: Orange is a color closely associated with feelings of optimism, freedom, spontaneity, and sociability. The use of orange in marketing is meant to make consumers feel friendly, warm, and willing to try new things. Some brands that leverage orange are Nickelodeon, Fanta, and Harley-Davidson. 


Yellow: This color is meant to evoke feelings of happiness, humor, youth, and energy. It is frequently used when brands want to make consumers feel younger and happier! McDonalds, Kodak and Ferrari are all examples of businesses that use yellow in their marketing. 


Green: Naturally, green is a color associated with growth, peace, and nature. It is used in marketing that should feel fresh, lively, and wild. A few brands that use green include Animal Planet, Whole Foods, and John Deere. 


Blue: This color brings a sense of strength, peace, confidence, and integrity to marketing. When used in ads and other collateral, it is meant to instill a sense of trust in the brand and leave prospective customers feeling confident about purchasing from them. Brand examples include Pfizer, American Express, and Boeing. 


Purple: This color, once used in the robes of kings and royalty, conjures up the idea of wealth, elegance, wisdom, and luxury. It is often used on higher-priced goods, or in marketing that intends to flaunt itself as high-value. Some brands that use purple are Urban Decay, Hallmark, and Cadbury. 

Pink: This color is frequently used to evoke femininity, affection, or romantic emotions. You can find it in marketing collateral for brands like Cosmopolitan, ROXY, and Barbie. 


Whether you’re looking for a total rebrand, or just deciding what graphics and colors to use in your advertising, it’s always a good idea to consider the emotions your chosen color scheme is likely to evoke in consumers. Does it match up well with your goals? Do you think consumers will see your collateral and perceive it in the way you want them to? When push comes to shove, don’t just haphazardly choose colors. Be mindful and choose with a purpose! 


Creating ad designs and logos is a difficult process, and if done incorrectly, it can set your campaign up for disappointment. It’s important to get it done right and designed to appropriately reflect your band and messaging. Here at BPM, we’ve been helping business owners get the most out of their marketing for years, and we’d love to help you with yours! Get in touch with us for a free consultation, and let Baer Performance Marketing get your marketing to the level it needs to be.