How to use colour in marketing?

Colour plays a vital role in marketing as it can trigger emotions, influence behaviours, and affect purchase decisions. This is where the concept of colour psychology comes into play. In this blog post, we will explore the basics of colour psychology, how it works and how you can use it to enhance your marketing strategy.


What is colour psychology?

Colour psychology is the study of how colours affect human behaviour and emotions. It is a powerful tool that marketers can use to influence consumer behaviour, create brand recognition and build brand loyalty. Understanding how colours impact our emotions can help businesses create effective marketing strategies that resonate with their target audience.

Colours have different meanings and they can be used to evoke a wide range of emotions and feelings. For example, using red can make the product appear more attractive and exciting. Yellow can be used to create a cheerful environment that makes consumers feel optimistic about the product or brand. Blue can be used to create a secure environment that makes consumers feel trusting.


Using colour psychology in marketing

Colour plays a significant role in marketing because it has the power to induce emotions and influence decision-making. For example, you can use red in your call-to-action buttons to create a sense of urgency and encourage customers to make a purchase. You can use blue in your email newsletters to create a sense of trustworthiness. You can use orange in your product descriptions to create a sense of enthusiasm and excitement. By understanding the psychology of colours, you can use them to your advantage in all aspects of your marketing strategy.


Brand colour psychology

Brand colour psychology involves selecting colours that align with your brand’s personality, values, and message. The right combination of colours can help your brand stand out from the competition and attract potential customers. Your brand colours should reflect the personality and values of your business, and should be consistent across all marketing materials.

For example, if you run a health and wellness ecommerce store, you may want to use green, which is associated with nature, health and growth. Similarly, if you sell luxury products, you may want to use black, gold or silver, which are associated with sophistication and elegance. Always consider your target audience: for example, if you sell products or services targeted to children, bright and bold colours may be more effective than muted tones.


Tips for using colour in marketing

Here are some tips for using colour in your marketing strategy:

  1. Research your target audience and choose colours that appeal to them.
  2. Use colours consistently across all marketing materials to create a strong brand identity.
  3. Use contrasting colours for call-to-action buttons to make them stand out and encourage clicks.
  4. Use light colours for backgrounds to create a sense of calmness and clarity.
  5. Use warm colours for promotions and discounts to create a sense of excitement and urgency.


At Wecommerce Digital, we specialize in the design and growth of online stores. We have over 10 years experience developing ecommerce websites and building digital marketing performance from zero to hero! If you want straightforward, honest, and measurable results as well as the opportunity to learn how they were achieved, visit our website today at

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