Color Psychology

Color Psychology
Learning Target
I will understand the fundamentals of color psychology and

apply this knowledge in marketing.
Do Now
If you were making a logo for a new fast food restaurant,
what colors would you use? Why?
Does the color of a dress compel us into purchase?
Does the color of an icon make us more likely to click on it?
Do the colors of a logo make us choose one fast food restaurant over
another?
Yes! Color meanings can have an impact on why we prefer certain

colors over others. The same color can also have different meanings
that are dependent on our gender, location, values, upbringing, and a
variety of other factors
What is Color Psychology?
Color Psychology: the study of colors in relation to human behavior
Color psychology aims to determine how color affects our day to

day decisions such as the items we buy
Quick Write!
Write down the feelings that come to your mind when you
hear each of the following words:
1. Relaxation
2. Adventure
Just like the words “relaxation” and “adventure” elicit different
thoughts and emotions, colors create different human responses as well
Colors play a significant role in branding. Understanding color

psychology helps brands communicate effectively
Why Use Color Psychology?
According to neuroscientists, how

consumers feel about a brand has more
pull than what they think about a
brand; therefore, your brand colors
have the ability to impact your sales
even more than the products you offer
Where Do Businesses Use Colors?
• Logo
• Website
• Social Media
• Advertisements
• Store Front
• In-Store Design
• Staff Uniforms
Quick Share!
What do you think is the most popular color used among

brands?
Blue!
Activity: What Do the Different Colors Mean?
Directions: As each color comes on the screen, write down the

emotions you feel when seeing it.
RED
Feelings and Reactions: Excitement, Anger, Energy, Passion,
Love, Danger, Action, Aggression, Boldness
Use to: Signify Importance, Command Attention, Stimulate

Appetite
Best for: Caffeine Drinks, Fast Cars, Sports, Restaurants

ORANGE
Feelings and Reactions: Playfulness, Vitality, Friendliness,
Energy, Invigorating
Use to: Connect with Younger Audiences, Stand Out
Best for: Children's Products, Tropical Drinks, Orange (Fruit)

Based Products
YELLOW
Feelings and Reactions: Happiness, Hope, Spontaneity,
Youth, Optimism
Use to: Command Attention, Show Caution, Show

Affordability (Clearance and Discounts)
Best for: Fun, Speed, Low Cost

GREEN
Feelings and Reactions: Wealth, Prosperity, Growth,
Connection with Nature, Stability
Use to: Signify Growth, Wealth, Calm
Best for: Natural, Eco-Friendly, Organic, and Sustainable

Products
BLUE
Feelings and Reactions: Calm, Trust, Intelligence, Security,
Professionalism, Formality
Use to: Signify Trustworthiness and Maturity
Best for: Corporate Institutions (such as Finance and IT), and

for Relaxation
PURPLE
Feelings and Reactions: Luxury, Mystery, Spirituality
Use to: Signify Creativity, Royalty, Luxury, Mysticism, and

Spirituality
Best for: Luxurious and Prestigious Items, Children’s Items,

Religious Items
PINK
Feelings and Reactions: Sweet, Cute, Charming, Femininity
Use to: Represent Youth, Innocence, Romance
Best for: Female-Targeted Products, Wedding Brands, to

Stand Out from the Competition
BROWN
Feelings and Reactions: Wholesome, Warmth, Honesty
Use to: Associate with the Earth and Nature, Show Stability
and Support, Represent Old Fashioned and Well-Established
Best for: Nature, Coffee, Chocolate

BLACK
Feelings and Reactions: Power, Elegance, Sophistication
Use to: Be Bold, Mysterious, Intimidate, Signify Powerful
Best for: Prestigious and Exclusive Brands, Newspaper

Brands
WHITE
Feelings and Reactions: Cleanliness, Simplicity, Innocence
Use to: Signify Simple, Clean, and Modern, Health and Virtue
Best for: Health and Beauty Brands, Wedding Brands

GRAY
Feelings and Reactions: Professionalism, Formality,
Neutrality
Use to: Signify Seriousness, Sophistication, and Modernity
Best for: Serious Brands, Conservative Brands, Web Design

SILVER
Feelings and Reactions: Luxury, Glamour, Wealth, Hi-Tech
Use to: Signify Grace, Elegance, Wealth, and Technology
Best for: Car Brands, Jewelry Brands, Luxury Items,

Technology Items
GOLD
Feelings and Reactions: Riches, Wealth, Winning, Success,
Glamour
Use to: Signify Wealth and Expensiveness
Best for: Jewelry Brands, Luxury Brands

Quick Share!
Look at the colors of the logos of the different fast-food
restaurants. Why do you think those colors were used?
Warm Colors: Stimulate Appetite and Energy
Cool Colors: Suppress Appetite, Promote Relaxation
Warm colors, like red, attract attention, speed up the body’s blood flow,
and thus increase blood flow to the digestive system. This, of course,
speeds up the metabolism and induces hunger
Quick Share!
Look at the colors of the logos of these finance, insurance,
technology, and transportation corporations. Why do you think
these colors were used?
Blue is associated with the sky and the ocean, which both evoke
feelings of tranquility and security, which is important for
customers to feel. Tints and shades can help influence the feelings
that color conveys. For instance, a darker shade of blue would convey
more security and integrity. Lighter shades of blue would convey
more tranquility and peace
Other Countries and Customs
Quick Share!
Does green signify money everywhere?

Death & Mourning
Weddings & Celebrations
Quick Write
What is Whole Foods trying to portray with the color choices

of their logo?
Activity: Branding Myself
Directions:
1. Make a list of the adjectives that you would like to portray
2. Determine which colors would best help you achieve this
3. Create a logo using your name and your selected colors
4. Be prepared to explain your design and color choices
Summary
Why is it important for marketers to understand color

psychology?

Color Psychology

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Color Psychology

I will understand the fundamentals of color psychology and

Yes! Color meanings can have an impact on why we prefer certain

Color Psychology: the study of colors in relation to human behavior

Color psychology aims to determine how color affects our day to

Colors play a significant role in branding. Understanding color

According to neuroscientists, how

What do you think is the most popular color used among

Directions: As each color comes on the screen, write down the

Use to: Signify Importance, Command Attention, Stimulate

Best for: Caffeine Drinks, Fast Cars, Sports, Restaurants

Use to: Connect with Younger Audiences, Stand Out

Best for: Children's Products, Tropical Drinks, Orange (Fruit)

Use to: Command Attention, Show Caution, Show

Best for: Fun, Speed, Low Cost

Use to: Signify Growth, Wealth, Calm

Best for: Natural, Eco-Friendly, Organic, and Sustainable

Use to: Signify Trustworthiness and Maturity

Best for: Corporate Institutions (such as Finance and IT), and

Use to: Signify Creativity, Royalty, Luxury, Mysticism, and

Best for: Luxurious and Prestigious Items, Children’s Items,

Use to: Represent Youth, Innocence, Romance

Best for: Female-Targeted Products, Wedding Brands, to

Best for: Nature, Coffee, Chocolate

Use to: Be Bold, Mysterious, Intimidate, Signify Powerful

Best for: Prestigious and Exclusive Brands, Newspaper

Best for: Health and Beauty Brands, Wedding Brands

Use to: Signify Seriousness, Sophistication, and Modernity

Best for: Serious Brands, Conservative Brands, Web Design

Use to: Signify Grace, Elegance, Wealth, and Technology

Best for: Car Brands, Jewelry Brands, Luxury Items,

Use to: Signify Wealth and Expensiveness

Best for: Jewelry Brands, Luxury Brands

Does green signify money everywhere?

What is Whole Foods trying to portray with the color choices

Why is it important for marketers to understand color

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